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'PREMIUM-ISATION' OF THE PIZZA HUT EXPERIENCE IN VIETNAM
The Brief : Create a new ‘premiumized’ store experience for Pizza Hut Vietnam driven by local consumer insights & local market trends
The Approach : Undertake consumer insights and innovation workshop with the client and use the outcomes to build and recommended a new design approach. Develop a pilot store design in order to test this approach. Ensure the concept can be rapidly rolled out whilst ensuring a consistently enhanced customer experience.
The Challenges : A very competitive and innovative F&B landscape in Vietnam with new players challenging the status quo. Existing globalised Pizza Hut design templates and processes that may not be completely relevant to the local market. Striking the right balance between premiumisation and business practicalities.
The Results : A freedom within a framework approach was developed rather than a fixed design template. That is, a set of guidelines and guardrails that allow the brand inspired designs to adapt and respond to the market over time and to look fresh and unique in different locations whilst recognisably Pizza Hut.
Comparable store performance increased 18% for the pilot store location whilst positive impact on brand perceptions is still being tracked over the longer term.