Pizza Hut Melts - Success Case Study

'Pizza Hut Melts - Success Case Study' is part of the publisher's Successes and Failures research. It focuses on how a beloved dish was reimagined for an on-the-go generation. The case study delivers crucial 'what?', 'why?', and 'so what?' analysis to impart valuable lessons that can increase the prospects of a successful product launch.

Pizza Hut entered the handheld meal category with Pizza Hut Melts. consisting of two slices of pizza folded over and baked, and complemented with a dipping sauce. The product was particularly successful in appealing to lower-income households and younger consumers.

Scope

• Melts were effective in tapping into younger consumers' on-the-go eating habits.
• Generation Z prioritize price even over convenience when buying fast food.
• The single serve item tapped into individualism and a just-for-me mentality.

Reasons to Buy

• Use the publisher's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.