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It comes down to the product itself. A number of years ago Dominoes improved not only their branding, but more importantly their product (and started making a killing)… whereas Pizza Hut kept switching and blaming their AORs for the lack of sales, when it was the product itself which was simply bad. Leadership just wouldn’t admit it to themselves.
Proof that all the branding in the world accomplished nothing more than attracting consumers to a sub-par product… that no one will order again.
I don’t think either have the best product. That aside, dominos has a much stronger marketing campaign. Strong marketing will prevail
Saying most people prefer dominos to Pizza Hut is a bold claim. I can assure you this wasn’t the case in the 90s when Pizza Hut was killing it.
With pizza parlors all over the place and plenty more delivery options, I think the commenter above is right to assume this will come down to who has the best ads and engagement.
Depends on how you define success.
I don't think they need rebranding. They need product innovation because a large share of population is shifting towards different eating habits (i.e. plant based, protein heavy) and fast food brands do not have the right product for this growing segment.
Rebranding is rarely a market or customer need. 90% of the time it is bc of a new CEO or a new CMO "believing" their brand is not a fit to the new vision they want to deploy.
If they are rebranding due to a big shift they will make in their products, they need to navigate the change very carefully because it can be very easy to lose their existing customers. And it is not very easy to capture the new segment due to clout they have on their brands.
Well, pizza huts food is pretty gross however they seem to be embracing the nostalgia from the 1990s when the brand was really popular so that can only work in their favor. Nostalgia is big among millennials and gen x right now so Pizza Hut might be able to get away with an inferior product