News

Circular thinking: Pizza Hut intros More4All Pizza

November 22, 2005

DALLAS — Pizza Hut's new More4ALL pizza shows the company is taking its "Gather 'Round the Good Stuff" slogan literally.

According to a news release, the More4ALL is essentially a circular version of the company's square 4forALL pie introduced in 2004. Each triangular quadrant of the 16-inch, extra-large pizza is cut into four pieces featuring as many as three different toppings. The goal of all the hyper-segmentation is simple, said Tom James, chief marketing officer at Pizza Hut: to meet the divergent taste preferences of multiple diners in a single group.

"More4ALL Pizza not only allows families to resolve their topping differences, but it also gives more time because it keeps (Mom) out of

Pizza Hut's More4ALL pizza.

The More4ALL sells for $13.99. A national ad splash began Nov. 21.

Technically speaking, the More4ALL is not new. A Pizza Hut franchisee in the United Kingdom created a nearly identical pizza several years ago, but it was operationally challenging to produce and didn't sell too well. Still, stateside Pizza Hut officials thought the four-in-one pizza had merits and used it as the launching pad for the 4forALL.

Interestingly, when U.S. franchisees began testing 4forALL, some threatened revolt because of the need to buy special equipment to produce it. (Read also Pizza Hut hurdles franchisee conflict to intro 4forALL Pizza on Jan. 26.) But when it performed remarkably well in test markets, the franchisees' tune changed and a national rollout followed. In the end, the 4forALL became one of the company's most successful new products.