PIZZA Hut, the leader in the casual dining space today announced the rollout of a brand transformation strategy in India.

The transformation involves the launch of an ‘enhanced dine-in’ concept in the casual dining segment. This includes a new upgraded look as well as a new logo and tagline that fits perfectly with the brand’s evolution.

The new enhanced dine-in concept will serve to define and cement Pizza Hut’s leadership in the casual dining space and make it stand apart in the country’s highly competitive and fast evolving marketplace.

"This transition in our strategy signifies an important turning point for Pizza Hut in India. As a business, we have been present in the country since 1996 and are recognized as the brand with an Indian heart. We have popularised the concept of casual dining in this country.

However, in the Indian market we have always been wrongly compared and pitted against other pizza delivery chains or even quick service restaurants which are segments which Pizza Hut is not a part of. The introduction of the enhanced dine-in concept will distinctly position us in the casual dining segment and reinforce our leadership in the space," said Niren Chaudhary, Managing Director, Yum Restaurants India.

As a part of its transformation strategy that further accentuates its casual dining positioning, Pizza Hut will now sport a new logo and tagline that brings alive the true essence of the brand.

The new tagline, “Stories Happen” captures the spirit of Pizza Hut as a place where people bond, forge strong friendships and create great memories while sharing good food.

Apart from the new logo and tagline, the enhancement project also includes an asset upgrading program that will modernize the look and feel of Pizza Hut with an enhanced décor package over the next 3 years.

This will cost Rs. 50 crore and begin with Mumbai and Delhi and then move on to Pune, Chandigarh and Bangalore. The design elements of Pizza Hut's new dine-in concept inspired by the sights and sounds in a premium Parisian café.

Therefore, the new Pizza Hut restaurants will have warmer lighting, use earthy tones, display destination seating for groups of different sizes and have mood graphics on the walls.

Rounding off the enhanced casual dining experience, a vastly expanded menu will be rolled out that will include gastronomical delights with pastas, appetisers, speciality beverages and much more. The world famous Pizza Hut thin crust pizza base has also been introduced.

Some of the new offering includes pastas such as Florentine Fettucine, Arabiatta Farfalle and blended drinks such as Pink Grapefruit Sparkle, Hazelnut and Coffee, among others. Pizza Hut’s brand transformation strategy of ‘Enhanced Dine- In’ concept is a part of a global re-imaging exercise that has already been successfully implemented in countries such as Hong Kong and the U.K.