SUMALPONG, ANDREA P. Advertising MGMT.

3rd YR. BSBA - MM April 17, 2023

A Creative Brief for Pizza Hut

The Objective
To build brand awareness, the restaurant has to listen to their customers and improve the quality
of food they provide to attract more customers. Over the years Pizza Hut had numerous
complaints and negative feedbacks regarding the service and the decreasing quality of their food.
The Target Audience
Pizza Hut is a fast-food brand; hence its target audience ranges from teens to adults specifically
from 15 to 54 years old. People that socialize, gatherings, and families. Children are a big part of
our market, at a third of the population is this area. Children to teens aged 4 to 19 prefer pizza
over any fast food and often influence family dining decisions. According to one study, 93% of
the U.S. population eats pizza.
The Target Insight
“I used to like Pizza Hut as a kid but now I don't see any point in ordering pizza from there and
wasting my money. Their pizza gets shorter and shorter day by day. They used ketchup in their
pizza instead of pizza sauce and even the cheese was cheap.”
The Message theme
Consumers are not getting the same quality of food that matches the price they paid for, the
expectations that came from the ad they watched, became a basis of what they expected their
order will be but instead customers were disappointed of what was given to them. Which causes
customers to avoid ordering from Pizza Hut. One bad review can easily affect the thoughts of
other customers, on whether should they continue supporting a brand that only cares about the
money rather than the quality of food they serve.
The Support
Pizza Hut have to improve the quality of their food their pizzas to be specific. To pay attention to
all the negative feedbacks their restaurant gets. These reviews are the way to your customers
favor, if they see that you are listening to their complaints and are making progress they will
come back and support the brand more than ever.
The Constraint
The brand itself refuses change, and sticks to what they are used to. Each restaurant is handled
by different managers but, the main head that dictates what needs to be done and changed is hard
to convince.