fter 10 years in India, Pizza Hut, which claims to be the leader with more than 50 per cent share (estimates put the branded pizza market at Rs 350 crore) is revamping its strategy. It changed the tagline from 'Good times, Great pizzas' to 'We offer a treat that no one can beat.' Says Arvind Mediratta, chief marketing officer, Yum! Restaurants International, "We want to position the brand as not only a place for satisfying the hunger of an individual but a place where the family can have fun. We want to incorporate affordability with fun."

Dine-in is what Pizza Hut's gunning for. "We have tried different things time and again. We first localised our menu putting tandoori chicken in the menu. Then we introduced Freshizza, which now contributes around 25 per cent to 30 per cent of the sales. Now we want to make the dine-in experience memorable for our consumer," adds Mediratta.... more