Pizza Hut has today launched a new 'Signature' range, as part of the pizza franchise's efforts to "take on the premium pizza space but not at a premium price," said general manager, Graeme Houston.
The new range is made up of 13 pizzas, six of which are first-timers on the menu including Tandoori Chicken, Mexicana, Steakhouse, Antipasto, Four Cheese and Surf and Turf. Pizzas are priced at $15 each and will be a permanent fixture on the Pizza Hut menu.
The franchise announced the Signature Range at a private media function today, and it will be available to consumers from today with a television commercial hitting screens tomorrow.
The new range "reflects the broader palette of Australian consumers," Houston said, adding that it will allow Pizza Hut to tackle all segments of the take-away pizza market, as it already offers a low-cost (from $5) Pizza Mia range as well as a Legends and Classic range.
"We're very excited. It's an opportunity to step into an area that we believe is a growth market," Houston said.
The Signature Range is part of Pizza Hut's brand revitalisation, which also includes a significant investment in its online ordering and digital business which grew 50 percent last year.
The franchise also plans to increase store numbers nationally from 270 to 500.
"There's no doubt we are out for a bigger slice of the market and have been working hard on our processes, products and people to now take on the market with a fresh new energy and vision," Houston said.
Check out the photos from the Signature Range launch on our Facebook page.