Dive Brief:
- Pizza Hut is debuting a new menu category, Crafted Flatzz, in the U.S. and a large number of international markets Wednesday, according to a press release emailed to Restaurant Dive.
- The Flatzz — elliptically shaped pizzas that visually resemble flatbread pizzas and some single-serve fast casual pizzas — come in a number of flavors, which vary depending on the country, per the press release. Pizza Hut confirmed in an email to Restaurant Dive that Flatzz are a permanent menu category.
- With the U.S. version priced at $5 until 5 p.m., the Flatzz appear to be a play to win solo diners, afternoon snacking occasions and price-conscious consumers. Such a traffic boost is sorely needed for Pizza Hut, which suffered a 5% drop in same-store sales in its home market last quarter.
Dive Insight:
Pizza Hut said the debut of Flatzz was the largest simultaneous menu launch in the history of the brand. Aaron Powell, the CEO of the brand, called the move unprecedented for its scale.
The chain launched a marketing campaign to back the product, with an ad framing the menu items as simultaneously a value play and an option for solo diners looking for a treat. The brand titled the campaign “Adultzz Only,” describing it as “a reminder to put yourself first and savor some well earned ‘me time,’” according to the press release. The emphasis on solo dining and snacking occasions in the marketing and value promotion accompanying the Flatzz is in keeping with the increase in solo dining seen especially among younger consumers.
In U.S. markets after 5 p.m. the price for the Flatzz will vary depending on location, Pizza Hut confirmed.
Pizza Hut has, in recent quarters, seen some success with menu innovation, like the Cheesy Bites and Ranch Lover’s Flight, Yum Brands CEO David Gibbs said on the company’s most recent earnings call, though this did not overcome a competitive value environment.
