Checkland Kindleysides Unveil New Restaurant Concept for Pizza Hut UK
Posted by: Checkland Kindleysides
Date added: Wed 28 Sep 2011
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.
Other articles by Checkland Kindleysides:
New store concept documentary for Wrangler
Wed 28 Nov 2012
Iconic denim brand Wrangler has opened a pilot store in Leipzig, Germany with a new retail concept designed by Checkland Kindleysides. This is Wrangler’s first stand-alone store in Germany, and the first of a new design that is planned to be rolled out across Europe.
Wed 12 Sep 2012
In designing the reception areas for Virgin Atlantic at their global headquarters at Gatwick we sought to create spaces that capture the values, aspirations and spirit of the brand.
Tue 06 Mar 2012
The temporary installation in the menswear department at Selfridges London, introduces Dr. Martens First and Forever campaign. Based around the art of industrial manufacture, and in less than 20sqm, the space entices the senses of sight, sound, smell and touch.
Mon 03 Oct 2011
Checkland Kindleysides’ new store for Joules, situated in Covent Garden is the brand’s first standalone store in London and the first of a new retail concept inspired by contemporary country living - living the good life.
Wed 03 Aug 2011
By: Jonathan Williams
By: Jonathan Chadwick
By: kitten mitten