By Kim Hyun-cheol
Staff Reporter
Is it an attempt to dupe customers for a quick boost in its bottom line? More importantly, can it succeed?
Pizza Hut, a member of Yum Brands, a Louisville, Kentucky-based corporation that operates or licenses multiple fast food chains, is trying a novel maneuver to keep customers from heading to other eatery franchises.
In an unconventional marketing move, Pizza Hut Korea announced in a press conference Monday it will temporarily re-brand three of its Seoul branches as ``Pasta Hut'' for a month to promote pasta dishes newly added to its menu.
The conference was held at its outlet near Hongik University, often called ``Hongdae,'' a popular hangout for the young, in western Seoul. The two other temporarily renamed locations are in Myeong-dong and Jongno, both in downtown areas.
``It is aimed at letting customers know we now sell pastas as well,'' Pizza Hut Korea CEO Lee Sung-il said. Nine pasta dishes, ranging in price from 7,900 won ($5.4) to 10,900 won, were unveiled in the new ``Tuscani Pasta'' line.
The effort comes at a time when the chain is seeing its slice of the market being taken over by rivals such as Mr. Pizza. Pizza Hut operates 340 outlets in Korea, and is a dominant force in the eatery market.
This kind of marketing stunt is not new.
On April 1st, April Fool's Day, Pizza Hut advertised the change on its Web site. The re-naming was actually a publicity stunt, with Pizza Hut's Dallas headquarters changing its exterior logo to Pasta Hut, a promotion scheme for the Tuscani Pasta line and new Pizza Hut dine-in menu. Pasta Hut is now part of the Pizza Hut menu.
In October, Pizza Hut U.K. said it would temporarily rename 30 local stores Pasta Hut, as part of a $28 million promotion.
Pizza Hut Korea said it would advertise more to help customers know about its beefed-up menu.
``It's a move to bring back price-sensitive customers,'' Lee said. ``Recent research shows many customers think most items are overly expensive, so this is also a move to offer them more choices.''