“The Hut” – Hit or Miss?

Hot out of the oven, Pizza Hut – one of America’s favorite pizza companies - is announcing a new name: “The Hut.” In an effort to attract a younger consumer, Pizza Hut is rolling out the rebranding campaign in select markets across the US.

The effort includes the launch of Hut TV, an in-store entertainment experience designed to decrease perceived wait time, increase frequency of visits and promote specials. But with short customized segments from CBS–produced programs such as Wheel of Fortune and Entertainment Tonight – are they missing the mark of the “younger generation”?

According to the Chief Marketing Officer of Pizza Hut, “The Hut” is only a “vocabulary word” that shortens the brand name for an impatient text-savvy youth market. Clearly the shift is an effort to broaden awareness of their product line that goes above and beyond pizza to include pasta, wings and more. But do consumers really need the clarification?

To top it off, this isn’t the first time Pizza Hut has toyed with its image. Back in 2008, Pizza Hut rebranded its locations in the UK to “Pasta Hut.” After a consumer vote, 81% of British consumers polled wanted to go back to the old name. Could this be a repeat offense in the US? Pizza Hut, Pasta Hut, The Hut – the third time is a charm, right? What do you think – is “The Hut” a hit?