Connect with SPARK

'PREMIUM-ISATION' OF THE PIZZA HUT EXPERIENCE IN VIETNAM

Categories: F&B QSR
Services: New Concept, Pilot Store, Rollout

The Brief : Create a new ‘premiumized’ store experience for Pizza Hut Vietnam driven by local consumer insights & local market trends

Overhead Isometric View

The Approach : Undertake consumer insights and innovation workshop with the client and use the outcomes to build and recommend a new design approach. Develop a pilot store design to trial and validate the approach. Ensure the concept can be rapidly rolled out whilst ensuring a consistently enhanced customer experience.

The email entry point Integrating digital ordering into the journey in an intuitive way

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.

Greenscapes and focussed lighting create more interesting seating options for different customer types and modes

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.

The entire experience was elevated from service through to lighting and music
Clean lines and soft lighting accented with warm timbers, greens capes and customised wall artworks

Other Projects Of Interest

A MODERNISED ENGLISH LANGUAGE LEARNING EXPERIENCE

Market Entry of Starbucks Vietnam

Tiger Balm Travel Retail at Changi Airport

GOCO – JEWELLERY FOR A NEW GENERATION