Pizza Hut declares itself ‘OG of pizza’ as it reboots its 1960s logo

Pizza Hut declares itself ‘OG of pizza’ as it reboots its 1960s logo

June 26, 2019

Pizza Hut declares itself the ‘OG of pizza’ as it reboots its retro logo from the 1960s amid dwindling market share

  • Pizza Hut is making the old new again, with a return to its retro logo
  • First introduced in 1967, the logo features the classic red roof and black text 
  • The design echoes its staple dine-in restaurants which feature an actual red roof
  • The current logo featuring ‘scripted and tilted’ lettering and a white outline of the iconic red roof, contained inside a red dot, was first put in use in 2014 
  • The move is intended to help Pizza Hut reclaim a larger piece of the pie as Domino’s overtook ‘OG of pizza’ in terms of overall sales at the end of 2017
  • The retro and red dot logo will be used interchangeably, the company said 

Pizza Hut is embracing its long history with a return to the logo that made it a household name in the 1960s. 

Founded in 1958, Pizza Hut first introduced its classic red roof and black text logo in 1967 and will be bringing that same look back in a national television campaign next week, in hopes of reclaiming its place at the top of the pizza place food chain.

The design more closely echoes the look of its staple dine-in restaurants which feature an actual red roof, across the country. 

‘It’s about celebrating where we came from,’ Pizza Hut chief brand officer Marianne Radley told Nation’s Restaurant News in an interview published on Thursday.

Radley said the chain’s devoted fans have given the ‘brand permission to be bold’ and inspired the company to declare it is the ‘OG of the pizza category.’

Pizza Hut is embracing its long history with a return to the logo that made it a household name in the 1960s (shown at rigth), featuring its iconic red roof and crisp, black text. The current logo (left) was first used in 2014

The former logo which will now be made new again was in use from 1967-1999, during a time with Pizza Hut reigned supreme over others in the field. 

The current logo featuring ‘scripted and tilted’ lettering and a white outline of the iconic red roof, contained inside a red dot, was first put in use in 2014.

The return to the crisper red-roof icon with a black font will make the ‘brand pop’ again,  according to Radley.

As of late, however, the Hut’s piece of the pie has gotten smaller, with Domino’s taking the lead in terms of overall sales.

The current logo (shown) featuring ‘scripted and tilted’ lettering and a white outline of the iconic red roof, contained inside a red dot, was first put in use in 2014

As of late, Hut’s piece of the pie has gotten smaller, with Domino’s taking the lead in terms of overall sales. A Domino’s logo is shown

Pizza Hut’s rival became the largest pizza seller worldwide in terms of sales at the end of fiscal year 2017, according to SEC filings.

Domino’s global retail sales exceeded $12.2 billion that year, while Pizza Hut, which is owned by Yum Brands, reported global system sales of $12.03 billion over the same time period.

‘We have to be a little braver, a little bolder in our choices,’ Radley said, of the current climate.

It may help that Pizza Hut is approaching its second year as the official pizza chain of the National Football League.

The company will start using the new logo online within the next few weeks and hungry customers can expect to see it on boxes, other packaging and during NFL promotions during the fourth quarter of this year.   

The retro and red dot logo will be used interchangeably, the company said. No store redesigns are planned, so customers should not expect more permanent signage to change.

The company will start using the new logo online within the next few weeks and hungry customers can expect to see it on boxes, other packaging and during NFL promotions during the fourth quarter of this year. The modern design is shown on a sign outside of a Pizza Hut

The relaunched retro design more closely echoes the look of its staple dine-in restaurants which feature an actual red roof, across the country. A Pizza Hut restaurant is shown in Morris, Illinois on February 5

‘Red roof is an iconic asset. It’s a brand tone change, not an infrastructure change,’ Radley said. 

Other moves the company is making to boost sales include a focus on value promotions and an increase in carryout-focused restaurants. 

Pizza Hut wants to ensure people who have grown accustomed to the restaurant’s legacy ‘red roof’ dine-in restaurants are aware they can also have their favorite items delivered.

‘We felt it was our job to make our creative reflect both the rich legacy of Pizza Hut, as well as nod to where we’re headed,’ Radley told CNN Business.

In line with the throwback mentality, Pizza Hut is offering its popular ‘Cheesy Bites Pizza’ in tandem with the retro logo relaunch, for a limited time only.

There are more than 16,800 Pizza Hut restaurants around the globe, with over 7,500 in the US. 

In line with the throwback mentality, Pizza Hut is offering its popular ‘Cheesy Bites Pizza (shown)’ in tandem with the retro logo relaunch, for a limited time only. There are more than 16,800 Pizza Hut restaurants around the globe, with over 7,500 in the US

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