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Checkland Kindleysides Unveil New Restaurant Concept for Pizza Hut UK

Posted by: Checkland Kindleysides

Date added: Wed 28 Sep 2011

Our brief from Pizza Hut UK was to develop a restaurant around the concept of a more sociable, dramatic and atmospheric restaurant that encourages experimentation, customisation - ‘trying new things’.

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Based on the idea of ‘Prime Time’ when family and friends gather round on a Saturday night watching TV together, enjoying the shared experience, we developed the concept as a way of enveloping the kind of social energy that should run through the interior, service, menu and various brand touch-points. The ‘Prime Time’ concept has since influenced all Pizza Hut UK’s marketing and promotional projects.

Customers’ first glimpse of the new ‘Prime Time’ concept has now been unveiled at Touchwood, Solihull. The new concept puts much greater emphasis on the customer, through both the service and the environment ensuring that they have a great and memorable experience.

Razdan, Pizza Hut UK’s Brand Development Director, wants Pizza Hut UK’s restaurant customers to feel “uninhibited, embraced and lighthearted.” Releasing inhibitions means making customers feel confident that they are in a safe, nurturing place where they know not only that they will have a good time but that they can try new things without risk. Feeling embraced should mean that every element of a family enjoys a visit to Pizza Hut UK, and Razdan cites the examples of films like Finding Nemo or Shrek as examples of the universal, warm appeal that the chain is seeking. Lighthearted means helping people to have fun and enjoy everyday moments: “We know we’re not about a once-in-a-lifetime experience — we’re about little treats.”

This concept is currently being implemented into ten test bed sites throughout London and the Midlands, with a view to rolling out the concept nationally.

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