Why is this work relevant for Media?

Pizza Hut needed to find an innovative way to reconnect with younger audiences in China who seek trendy, exclusive and entertaining experiences. At the same time, it needed to find a way to create new revenue in line with China's rising night economy. By transforming their restaurants into the ultimate media in partnership with legendary comedy agency, Kaixin Mahua, and promoting this on social, Pizza Hut was able to not only deliver a massive boost to sales during a normal lull period, but also sign up multiple new young members.

Background

Pizza Hut first entered China more than three decades ago. Since then, it has grown to become China’s leading casual dining brand (CNRS 2020). However, due to COVID-19 and the rise of app delivery, China’s restaurant industry was down 17% at the start of 2021 (China Bureau of Statistics). Making matters more difficult was a drop off in young diners nationally, who sought trendy and culturally relevant experiences. Pizza Hut needed to revamp its image to appeal to young diners. Moreover, the night economy phenomenon in China encouraged Pizza Hut to seize this period of time, a lull period for traditional restaurant trading, and to create a new stream of revenue from this period.

Describe the creative idea / insights (30% of vote)

Young consumers seek trendy and culturally relevant experiences. They are more more willing to spend more, especially when it comes to Western Cuisine and ‘Instagramable’ experiences (Shan Hai Jin). Understanding this, Pizza Hut discovered that stand up comedy shows had grealty risen in popularity, fueled by a desire for post-pandemic comedic relief. In fact, 55% of Chinese youth today follow stand-up comedy shows. (CNRS 2020)

Describe the strategy (20% of vote)

Tapping into these insights, Pizza Hut saw an opportunity to revamp its image and appeal by delivering much needed comedic relief within its restaurant. So, Pizza Hut partnered with Kaixin Mahua, one of China’s top comedy agencies with over 10 million fans of its own. Creating Pizza Hut’s first ever stand-up comedy restaurant in the heart of Shanghai, Pizza Hut provided delicious food alongside an experience of togetherness and happiness. To allow for a fully immersive performance that connects people together, Pizza Hut completely renovated the restaurant, creating a truly instagramable and theatrical experience that invited diners to take part in the nightly show, alongside the wait staff, who also played a role in each nightly comedy show.

Describe the execution (20% of vote)

To drive footfall, Pizza Hut announced the partnership with Kaixin Mahua on its official social accounts, as well as giving out vouchers at 2 regular Pizza Hut stores and the themed Pizza Hut store nearby the Kaixin Mahua’s theatre to promote the new partnership. In addition, Pizza Hut seeded content to Kaixin Mahua’s large fan follower base on WeChat and Weibo, China’s leading social apps, as well as promoting the restaurant offline amongst Kaixin Mahua’s theatre audiences.

List the results (30% of vote)

The results were sizzling hot! (See confidential results) Thanks to this immense success, Pizza Hut plans to create more themed restaurants in China in 2022 and beyond.