Hasta La Ideas

Just look at those vacant expressions—if only there was an easier way

Something’s definitely been cooking in the R&D department at Pizza Hut this year. In a market showing trends to polarization—the rise of the high-end, handmade, hipster-friendly, small batch, sourdough, pizza-craft on one hand, and the quick, easy, cheap, delivered-to-your-door stuff still going strong on the other—the middle of the road pizza chain has been struggling with a lack of relevance in recent years. Moderately priced, average pizza (to be kind?) and ’80s salad bars are clearly doing it for nobody in the 2010’s. And by the looks of things, they know it.

Earlier this year, we reported on the Hut’s first foray into interactive ordering technology with the release of their concept touchscreen table top for (playing at) designing your own pizza (with some games and phone interconnectivity thrown in for good measure). Last month, the chain announced a total revamp, launching both an attempt at a bold and contemporary new menu—whipping out on-trend big guns like Sriracha sauce, Buffalo drizzle, “Skinny Slice” and more premium toppings, all under a pretty nauseating (and fairly offensive to Italians) campaign “The Flavor of Now” (I’m not linking to that shit)—and a big identity update; the company’s fourth refresh in 15 years.

As if Sriracha, touchscreen tables and insulting geriatric Italian’s (ok here’s the video) wasn’t enough innovation for one year, Pizza Hut have released a new concept that claims to be “the future of dining”…

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