News

Pizza Hut China: New Anna Sui uniforms, store design + test menu store

October 15, 2018

Yum China Holdings, Inc. has unveiled a new look for Pizza Hut as part of the revitalization plan, marking a new chapter for the restaurant chain.

The refreshed brand identity, centered around the theme 'Always Something New,' incorporates a redesigned logo, modern store design and exclusive new uniforms designed by fashion designer Anna Sui, according to a press release. 

The company has also launched a Pizza Hut Pioneer store in Nanjing that will test and refine dishes with customers before they are extended to Pizza Hut stores within the national network of over 2,200 stores.

"Connecting to a younger generation of consumers and ensuring the brand stays fresh and relevant are fundamental to our revitalization strategy," Yum China CEO Joey Wat said in the release. "Our refreshed brand identity marks a new chapter for Pizza Hut in China, reflecting our commitment to bringing customers innovative experiences and dishes. Our upgraded stores, new logo and uniforms all contribute to a more modern, fashionable dining experience while our exciting Pioneer concept store is designed to take customers on a journey of new tastes and discovery."

The new autumn/winter store uniforms, inspired by Sui's retro rock 'n roll style, have been adopted across all stores in China. 

The new Pizza Hut restaurant features an open kitchen, dining room, bar, indoor garden and family dens in spaces designed to feel like a chef's home. The stores also feature table-side ordering via mobile phones. 

The Pioneer store menu will initially feature unique, never-before-seen dishes, such as Pizza Hut's square Italian pizzas and "dirty" dessert series. Pizza Hut intends to open more Pioneer stores in different parts of China to gain deeper insight into customers' ever evolving preferences.

Additionally, the brand is opening a new, smaller-store format in Nanjing with dine-in seating options as well as the capacity to cater to the growing demand for home delivery and designed to offer the full Pizza Hut menu. Delivery is expected to account for a significant portion of sales at the store which has a separate delivery room to facilitate a fast and efficient delivery process. The new store format is expected to be well matched to customer preferences in lower tier cities.