Pizza Hut in agency talks about delivery sub-brand

pizza%20hutYum! Brands, the owner of Pizza Hut, is talking to its roster agencies about a new pizza delivery concept that is being trialled in the UK and Ireland.

The fast food company is talking to it roster agencies about developing a strategy for the new delivery system, known as PHD, and is keen to go head to head with Domino’s Pizza in the UK.

It is understood that PHD, which was first launched in 2006, is a “value pizza pick-up and delivery platform”. The PHD by Pizza Hut sub-brand has small retail outlets in countries such as Lebanon, Oman and Iran.

The stores have a “hot and fast delivery” policy that offers in-store customers web access and iPod docks while they wait. It also offers home delivery and an online service that is also PHD branded.

A Pizza Hut spokesman says: “PHD is a new concept which is being tested by Yum! Brands in a number of countries, including the UK and Republic of Ireland.

“Yum! is working with one of our global roster agencies to develop an advert that can be used across markets. We are exploring the use of above-the-line advertising but have no plans at this time.”

In the UK, Abbott Mead Vickers.BBDO handles Pizza Hut’s advertising, but Yum! works internationally with a number of network agencies, including DraftFCB and Ogilvy & Mather.

The PHD trial comes months after Pizza Hut’s decision to temporarily re-launch as Pasta Hut, in a bid to highlight the extent of its menu offer.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here