Pizza Hut has launched a Handcrafted pizza range featuring ‘sourdough-style’ bases that are hand stretched in-house.
Three limited-edition recipes – Zingy Chicken Fajitas, Fiery Pepperoni & Nduja, and The Spicy Goat (made with goat’s cheese, roquito peppers, red onions and hot honey) – are being introduced as part of a major brand reset rolled out for the summer season across Pizza Hut’s entire UK estate of more than 500 locations.
The restaurant chain said it had also retrained all of its 14,000-plus team members in the art of hand stretching, including making around 23,000 practice pizzas.
Pizza Hut confirmed the new sourdough-style base, which is topped with garlic sprinkles, was replacing its classic dough with immediate affect. It added that the base creates an ‘infinitely craveable, light and airy pizza’ that will ‘disrupt the status quo’.
Other Pizza Hut favourites like the Margherita, Meat Feast, Pepperoni Feast, and the Supreme range will also adopt the new sourdough-style bases.
A survey conducted by research company Welwyn Research Limited on a total of 171 Pizza Hut and Dominos customers back in January found 75% of respondents saying the new base tasted better than the classic dough base, with 92% indicating that they would opt for it over the original.
“We are pizza fanatics, and everything we do is about great tasting pizza,” commented Nicolas Burquier, managing director of Pizza Hut Europe and Canada. “It’s why we’re so proud of this new, handcrafted pizza dough.
“Pizza Hut has delivered for millions of people for decades – but you only stand the test of time if you keep doing things differently. Our colleagues have been stretching dough collectively for 3,500 years, however we have retrained every single of our managers and franchisees in the art of handcrafted so wherever you are in the UK, we hope this will be the best pizza you have tasted yet,” Burquier added.
Accompanying the launch is a new creative campaign platform, entitled ‘Together We Pizza’, which aims to promote pizza to be enjoyed as a delicious meal with friends or family, or alone while watching a film. ‘It’s a reminder that pizza connects people, for so many occasions and moments in everyday life – whether flying solo for a quick lunch, enjoying a weeknight treat at home or feasting on pizza after a game at the weekend’, stated Pizza Hut.
Pizza Hut is part of Yum!, a Fortune 1000 company that owns a portfolio of international fast-food brands including, Taco Bell, The Habit Burger Grill, and KFC.
Rival pizza brand Domino’s unveiled a new £4 lunch menu back in April, looking to lure UK consumers away from supermarket meal deals.
Another restaurant chain that updated its dough this year was Ask Italian, which switched in Wildfarmed regenerative flour as part of its journey towards net zero.
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