Each member of the buffet 158 yuan, the time limit is 12 from June 8th to June 8th morning 10: 30 to 8: 30pm, and the meal time is limited to 90 minutes. However, this activity does not apply to some specific restaurants in PizzaHut, such as airports, pubs and Pizza Hut workshops.
The relevant person in charge of Pizza Hut's parent company and Yum! China told Interface News that in order to celebrate the 30th anniversary of the brand's entry into China, it is the first time since 2009 that Pizza Hut has returned to the buffet in a limited time, hoping to have a platform for consumers to experience Pizza Hut's rich products once and for all, and the buffet is a good way.
Indeed, the buffet mode is not new to Pizza Hut.
"There is no highest but higher" and "invincible 6-story Pizza Hut self-service salad making method" ... Before 2009, the self-service salad counter of Pizza Hut was always crowded with people. A self-help salad 32 yuan, customers can take a bowl of fruit and vegetable salad at one time, as long as they can hold it. Like competitions, people will compete for whose salad tower is taller and grander, and various strategies and display stickers about Pizza Hut's "salad architecture" frequently appeared on social platforms such as Tianya Forum at that time.
However, in September 2009, Pizza Hut's parent company Yum! China announced the cancellation of buffet salad. The official explained the reason as the transformation of the restaurant, saying that "self-service salad can no longer meet the needs of customers".
People were frustrated with the evacuation of self-service salad, and speculated on the forum that it was to control costs. However, Pizza Hut did not respond positively to consumers' doubts, but only made self-service salad a memory of a generation.
Pizza Hut was in China. In the third quarter of 2007, Yum! once described the challenge faced by Pizza Hut China as no obvious market competition. In 2008, during the global financial crisis, the same-store sales of Pizza Hut in China increased by 17%. In 2009, the number of Pizza Hut stores reached 558, a year-on-year increase of 10%.
However, with the rapid development of the domestic catering market, there are more and more brands of the same price and type, and emerging pizza brands are becoming more and more mature.
In 20 15 years, 20 16 years and 20 18 years, the same-store sales of Pizza Hut decreased by 5%, 7% and 5% respectively, and increased by 1% only in 20 17 years. Even Qu, CEO of Yum! Brands, is no exception. China can only admit that the sales of Pizza Hut were still weak in 20 18. "Continuous revitalization" is the official positioning of Yum! China of Pizza Hut.
Pizza Hut has also regained its vitality. It constantly tries to change the menu, introduce new products, promote packaging and digital transformation. It launched creative theme restaurants in major cities and invited first-line stars to speak for it.
By 20 19, Pizza Hut's brand transformation has finally achieved some results, with system sales increasing by 3% year-on-year and same-store sales increasing by 1%. However, the impact of the epidemic in 2020 has seriously damaged Pizza Hut. In the first quarter, store sales amounted to $54,654.38 billion, down 38% year-on-year.
It coincides with the 30th anniversary of Pizza Hut's entry into China, and Pizza Hut has launched a series of vigorous promotional activities. Limited time buffet is one of them. Moreover, unlike the buffet salad that people used to like, this time it is a full-category buffet, and most branches in the country participate. Buffet can earn traffic for Pizza Hut to a certain extent, and the time-limited mode is also easy to cause topic discussion.
In the post-epidemic era, chain fast food brands are also attracting passengers in the same way.
McDonald's previously launched half-price family barrels also triggered a snap. On June 8 th, the "Value Breakfast Month" was also launched, with the lowest price of 30%, namely 5 yuan; KFC also launched half-price barrels in May, and the "Breakfast Season" activity launched in June was as low as 6 yuan; Le Caesar, a well-known pizza chain brand, announced in June that it would reduce the price of some products by 20% to 25%.