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Pizza Hut plans UK investment

04 | 02 | 13

Casual dining firm Pizza Hut is planning a major investment in its UK operation over the coming years as it attempts to raise its game and compete strongly in what has become an extremely crowded market.

Speaking in an interview with the Telegraph, chief executive Jens Hofma revealed that the company intends to invest around £60 million over the coming three to four years in order to change its offering and attract more customers.

Despite being one of the oldest casual dining chains in Britain, having opened its first restaurant in the UK in 1973, recent years have seen Pizza Hut become less popular among consumers.

Mr Hofma was hired by the business in 2009 in a bid to cut its losses and has got his hands dirty since then - the executive is known for dropping into branches of the chain to wait on tables after finishing his day at the office.

This allows him to gain an idea of how things are really looking on the ground and engage more closely with the culture of the company, according to the chief executive.

"Pizza Hut redefined the eating out market in many ways. It created a whole new market segment which is today called casual dining but at the time didn’t really have a name," he told the Telegraph.

However, this sector is now thriving, with many companies performing better than Pizza Hut and a plethora of sites offering a similar style and menu.

"The UK went from one of the least competitive restaurant markets to one of the most competitive in the world," explained Mr Hofma.

In addition to investing in kitchen equipment and launching new sites, he intends to help the brand move back towards its core values in order to negotiate the identity crisis it is currently suffering from.

Pizza Hut has more than 500 restaurants across the UK, along with other sites in Ireland and the US.ADNFCR-16001031-ID-801534055-ADNFCR


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