Pizza Hut - Commercial Due Diligence
About the brand
Pizza Hut is an American restaurant chain and international franchise, known for pizza and side dishes. It was was founded in 1958 by two University of Wichita students, Frank and Dan Carney.
Pragma were recently asked by Rutland Partners to undertake commercial due diligence on the UK dine-in Pizza Hut business, with a view to informing their potential investment decision. We focused particularly on the strategic initiatives the company was planning to implement in coming years, as well as consideration of the competitive landscape and brand perceptions.
WHAT WE DID
- Our Commercial Due Dilignce included: in-depth discussions with the senior team; a detailed review of marketing strategy; an assessment of Pizza Hut’s competition; analysis of recent trading results
- Pragma also conducted an extensive programme of consumer research to understand fully the attitudes and behaviours of consumers – this comprised focus groups, an online survey of 2,000 casual diners, and almost 400 interviews of Pizza Hut customers in restaurant.
Our work highlighted the strength of the management team and the cohesiveness of their plans, which combined well with the nostalgic affection many families hold for the brand despite historic underinvestment in the estate.
It became apparent that Pizza Hut fulfils a consumer need which is not easily met elsewhere and which, with successful implementation of key initiatives, has the potential to take the company to new levels of service, offer, and customer satisfaction.
Rutland Partners acquired the restaurant business of Pizza Hut UK from Yum Brands in November 2012.