Brand Strategy

The great Indian pizza treat

Yum! Restaurants International (YRI) has successfully adapted its offering to local tastes with its fast food outlet, Pizza Hut. Its campaign, The Great Indian Treat, has made it a force to reckon with. Bhavika Jhaveri samples the brand’s strategy.

The growing middle class with increased disposable incomes and a desire to experiment has made India a lucrative option for several international restaurant brands. Building and maintaining a healthy brand requires a well-defined understanding of its components and their implementation as per customer demands.

Pizza Hut's advertisement campaign - The Great Indian Treat - is a clear example of that. Arvind Mediratta, chief marketing officer of Yum Restaurants, puts it succinctly, "We are an international brand with an Indian heart."

The campaign

The mushrooming of malls and multiplexes in practically every Indian city has made it conducive for Pizza Hut to strengthen its foothold in the market. "There are a large number of consumers who have always wanted to come to Pizza Hut to experience the great service and inviting ambience, but did not venture till now for want of a more familiar tasting menu," says Mediratta. This prompted the company to introduce the Great Indian Treat menu in July this year, where Pizza Hut provides consumers the best of both worlds - "their kind of food in our kind of place."

The inspiration for this came from popular Indian products and flavours. The Masala Lemonade originated from the local favourite 'Banta'. Appetisers like Hara Kebab Lollies and Veggie Spin Rolls for the vegetarians, Shammi Kebab Lollies, Tandoori Chicken Spin Rolls and Murg Satay for the non-vegetarians, served with a chilli dip to add variety to the meal. The menu also includes a wide range of pizzas comprising Veggie Taka Tak, Teekha Paneer Makhani, Peshawari Chana Paneer, Tandoori Paneer Chutneywala, Chicken Tikka Makhani, Tandoori Chicken Chutneywala, Malai Seekh Kebab and Shahi Shammi Kebab. The range is supplemented by the much-preferred Indian desserts like Pista Kulfi and Mango Ice cream.

"The Great Indian Treat menu has made the brand an obvious eating out destination for those who prefer to dine only at Indian restaurants. It has been well received by consumers so far," says Mediratta. With no expense spared to reach out to the consumers using various media like television, radio, newspaper etc, Pizza Hut also roped in television actor Javed Jaffrey for its television commercial, which emphasised on affordability.

Key to success

Innovations in menu and service offerings have been the key to Pizza Hut's success in India. Over the years, it has developed and successfully introduced a range of products especially suited to the Indian palate. The increase in its sales and transactions due to its campaign has prompted the company to continue with it. Mediratta says, "The response has been positive as reflected through increased footfalls and sales. Customers have tremendously appreciated the new introductions, especially the paneer makhani and the chicken makhani pizzas. On the basis of our consumers need and their preference for local taste Pizza Hut will continue to innovate new menus, in the near future."

In the process of extending its presence to the smaller cities, Mediratta views significant growth in the coming years. "Market analysts point to a growth of at least 16 to 17 per cent per annum. When combined with an economy on the roll and consumer spending at an all-time high, the food business is set for a high growth trajectory. Our market share has almost doubled from 15 per cent in 2000 to 28 per cent at present," he claims. To sustain this kind of growth, Pizza Hut will invest close to Rs 100 crore for both its brands - KFC and Pizza Hut - and scale up the number of Pizza Hut outlets to 150 from the present 126 by next year; all this with a special focus on tier-II cities.