Industry News | January 27, 2009

Canadian Pizza Huts Change Names in Marketing Ploy

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In celebration of the fact that Pizza Hut will now deliver restaurant-quality pasta across Canada, the famed franchise is officially changing its name to Pasta Hut (on a temporary basis), as of yesterday.

Starting immediately Pizza Hut will begin delivering Tuscani Pastas: family-size, home-style, baked-to-order pastas. Tuscani Pastas are available in two recipes: Meaty Marinara and Creamy Chicken Alfredo. Weighing in at three pounds, each order will easily feed a family of four.

Pizza Hut also is assembling street teams led by Chef Tuscani, renowned Pizza Hut chef and creator of Tuscani Pastas, to market the pastas. The street teams will pop up in undisclosed locations across the country, providing samples of Tuscani Pastas under the guise of a pseudonym. Canadians will taste the fresh oven-baked pasta before realizing that it's made by Pizza Hut.

"We really want to drive home the fact that Pizza Hut is about more than great pizza," says CEO Jon Prinsell. "We're so proud of the taste, quality and value of our new Tuscani Pastas that we're changing our name to Pasta Hut. It's only a temporary change for now, but you never know, depending on public reaction to our pastas, the name might just stick."

Pizza Hut experienced great success when the chain launched its new pasta delivery category in the U.S. in April 2008. By October 2008, Yum! Brands, Inc., which owns the Pizza Hut global brand, reported that Tuscani Pastas had already become a fast-growing $500 million global brand, helping to power Pizza Hut's growth.