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Pizza Hut Portugal consolidated the brand’s interna-
tional strategy of separating management of its assets
in two businesses: restaurant and delivery.
Pizza Hut Portugal is the market’s brand leader in the
pizzas segment and has been present in Portugal for 25
years, maintaining its identity as young, fun, up-to-date,
modern, innovative and irreverent. It has 94 units provid-
ing nationwide coverage, where customer attendance
from experience and ambience to the products’ top
quality is a constant concern with a view to meeting
customers’ needs and expectations.
Pizza Hut Restaurant
Continuing the policy of investments to reorganize the
outlets as a whole, an ambitious plan to remodel the
restaurants’ image began, with 14 interventions carried
out andmore than 1million euros invested in 2014. The
newdesign, layout and new technological functions are
thedriving forceof this programmeandweremeant toac-
company current consumers, given that social networks
and digital are increasingly present in the consumption
experience and in their relationship with the brand.
Along with renewal of the restaurants’ image, the new
internationally aligned Pizza Hut logo was also intro-
duced, with a stronger image and graphics that restore
the brand’s original colours and lettering.
In this ambit and to strengthen its programme of inno-
vation and different customer experiences, the launch
of the new PH@Menu function stands out. This digital
menu allows customers to order comfortably from their
table, to choose meals or even ask for the bill. By using
the restaurant’s freeWi-Fi system, customers can access
the internet and also play games, thereby enjoying a
memorable experience at Pizza Hut restaurants.
Regarding its Fun and Friendly positioning, in 2014 the
brand began offering new specialties: in April Creamy
CrunchyCrustpizzaandinNovemberHotDogCheesyBites.
Pizza Hut carried out strong campaigns to mark a pres-
ence on TV, in various outside communication supports
and online, in April promoting Creamy Crunchy Crust, in
July and August “Rodízio de Pizzas” and in November
and December Hot Dog Cheesy Bites. All those cam-
paigns achieved high levels of customer recognition.
With a mind to its position as a family restaurant and
given the difficult economic situation, in January the
brand launched the Pan Lovers menu at €4.95 with
coverage from outside media outlets. This campaign
was re-launched in September due to the high level
of customer recognition. Two new menus were also
introduced during the year: “Creamy Crunchy Caça aos
Ovos (EggHunt)” and “Hot Dog Casa deNatal (Christmas
Home)”. They allowed customers to access Creamy
Pizza Hut
