Yum! 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.