Starting from 1990, Pizza Hut opened its first store in China in Dongzhimen, and began to explore the brand positioning for the market demand in China. By 1998, Pizza Hut launched the business model of "casual dining" for the first time in China. June 5438+October 2003 10, with the opening of the first restaurant in China Pizza Hut, Pizza Hut officially established the brand positioning of "Happy Restaurant" with the theme of "Joy, Leisure, Fashion, Interest and Taste". This is considered as Pizza Hut's bold "China Experiment".

The brand positioning of Pizza Hut's "Happy Restaurant" has been fully implemented in China: bright and modern appearance, comfortable and elegant people-oriented restaurant layout, rich and delicious food, interesting dishes, cordial and thoughtful service, authentic Western festive atmosphere, and continuous interaction with consumers. -Everything revolves around the brand theme of "Happy Restaurant". "Happy Restaurant" has received enthusiastic response from consumers in China, and its business is booming, laying a solid foundation for brand expansion.

The connotation of Pizza Hut's "Happy Restaurant" includes the unique "full meal enjoyment" and "full service" of western food, as well as creating a relaxed and pleasant dining atmosphere. At Pizza Hut, consumers can enjoy western-style "full meals" from salads, soups and snacks to main courses, desserts and drinks, and accept "full service" such as taking a seat, ordering food and delivering food. At the same time, they don't have to stick to the shackles of western etiquette, so that "dining" can be a double enjoyment of taste and spirit in an elegant and relaxed environment.