You’ve heard of craft beer. Now comes craft pizza from Pizza Hut. The chain says it is rolling out the biggest change the pizza category has ever seen, with an expanded menu and opportunities for customers to come up with their own creations.
The overhaul includes to new crust flavors, 11 specialty recipes, five new ingredients, four new drizzles, six new sauces, 11 specialty recipes and a new skinny slice pizzas. The changes, which take effect Nov. 19,, also include new uniforms for employees, a new logo and a new box.
Pizza Hut, which has been losing sales at its established restaurants, is still the dominant chain with sales of $5.4 billion, compared with No. 2 contender Domino’s Pizza, which had $3.4 billion in sales, according to PMQ pizza magazine. While Pizza Hut’s sales have declined, Domino’s and Papa John’s have increased.
Pizza Hut and its competitors have taken note of a more health-conscious market and the growing popularity of fast-casual pizza rivals that market a more “personalized customization experience”, according to market trend researchers at QSR. One researcher said the more traditional chains are trying to shed their “mass produced pizza” image.
Americans spend more than $36 billion at pizza restaurants a year, according to PMQ.
Pizza Hut customers will be able to customize the company’s Meat Lover’s, Stuffed Crust, and Supreme with crust flavors that include honey Sriracha, salted pretzel and ginger boom boom and sauces that include premium crushed tomato and buffalo. The chain is also include new ingredients like fresh spinach and Peruvian cherry peppers.
“We know that American tastes and preferences are evolving, and this new menu is designed to completely wow them,” said Pizza Hut Global Executive Chef Wiley Bates, III.