Pizza Hut tests new global store design

USA – Multinational fast food giant Pizza Hut has announced it is testing its new global store design to determine whether the design will increase in-restaurant traffic.

Pizza Hut is testing the new restaurant model in Plano, Texas, as announced in a press release on December 3.

The updated design includes self-service kiosks, contactless pickup cabinets, and a customer-facing pizza station where diners can watch their meals being prepared. Additionally, the location features a “Hut ‘n Go” drive-thru, allowing customers to quickly pick up “ready-now” items through the drive-thru window.

While this model is debuting in the U.S., it has already been implemented in over 2,000 units across 80 international markets. According to the company, the design has been successful in increasing transactions and boosting in-store orders compared to other formats.

The Plano restaurant is particularly focused on digital features.

“The tech-driven elements of this design — from kiosks and self-access pick-up cabinets to the digital drive-thru menu — empower guests to navigate their experience easily,” said Shannon Garcia, Pizza Hut’s president of global franchise markets and operations.

Aaron Powell, the company’s CEO, noted that the new layout aims to combine personalization with convenience, citing the guest-facing pizza station as an example, where customers can watch their pizzas being prepared and cooked.

The Hut ‘n Go drive-thru is designed for efficiency by limiting menu options, thus reducing the operational challenges that typically arise from drive-thru orders.

This new prototype replaces a 25-year-old location and incorporates updated branding and design elements.

This revamp is seen as critical for Pizza Hut, which has faced four consecutive quarters of same-store sales declines in the U.S.

Despite smaller year-over-year drops in recent quarters, the brand continues to struggle with traffic and sales, particularly when compared to its competitor, Domino’s. Recent menu changes and value deals have not been sufficient to reverse the trend.

Pizza Hut’s emphasis on enhancing the in-store experience mirrors similar efforts by other leading quick-service restaurant chains.

Subway is also revamping its stores, while Starbucks is working to regain its cafe identity after a sales slump. Remodel programs, like those seen at Burger King, have proven effective in addressing traffic challenges, with remodelled units showing significant sales growth.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.