Jack Lander is the co-owner of the independent pizza chain Pizzarova in Bristol. Our pal Richard TLC has been chiming in on the myriad reasons for Pizza Hut’s downfall across the pond. With the fast-food giant announcing plans to close half of its UK restaurants, Lander believes that Pizza Hut has failed to adapt to changing consumer preferences and needs to reinvent itself to remain relevant.
Pizza Hut at the same time announced it is going to reduce its footprint from 132 stores to 64. This announcement spotlights a widening trend throughout the global pizza industry. Lander notes that while the pizza market is expanding, Pizza Hut has not introduced anything innovative to attract new customers. He claims today’s youth have no warmth or attachment to the brand. This in turn leads the chain to try and squeeze its remaining customer base with more and more bad value. The downward spiral continues.
Lander looks to his left with arms crossed in a pose that oozes self-assurance. In the restaurant, he sports a sexy, open dark dress shirt over a dark t-shirt and jeans. Behind him, a plant, a lamp, and various kitchen service items adorn the counter, creating a welcoming atmosphere at Pizzarova. His pizzeria is a reflection of his devotion to provide quality pizzas and it’s a celebration of his passion.
As Lander told us, what his model can deliver is high-quality pizza, priced affordably. This strategy helps Pizzarova build and sustain a large and varied customer base. It pivots to address the latest dining trends and consumer preferences. That’s because he thinks flexibility is essential in this current, competitive marketplace. For bigger chains—like Pizza Hut—it might be harder to make that kind of pivot.
The pace of change in consumer habits is dizzying. Lander’s restaurant is growing as Bristolites continue to come out in droves for some of the best quality, creative pizza around. Lander was featured on Pizza Hut’s demise in a recent BBC story. This only further spotlighted the daunting challenges the larger chain is going through.