Page 44 - index_main

FAST-FOOD MARKETING

Pizza brand
rolls out a
tasty Africa
brand strategy

Since returning to Africa in 2014, global fast-
food chain Pizza Hut has accelerated its African

expansion strategy, which now extends to 11
countries. The secret is a tailored local approach.

Above: Limited local competition has helped
Pizza Hut push strongly into African markets.
Left: Localised product offerings are a key part
of the strategy. But global favourites such as
Cheesy Bites remain on the menu

T HE WELL-KNOWN AMERICAN African comeback. In May, Pizza Hut
fast-food franchise exited its sole celebrated opening in Tanzania – its 100th
African market (South Africa) country globally – followed rapidly by
in 2008 when its sit-down pizza dining entry into its 101st market, Ghana, and
concept fell flat with local consumers. the 102nd, Uganda.
Two years’ ago the brand came back
strongly with a revised strategy that Next on the list, Africa GM Randall
emphasises smaller stores, home Blackford tells Strategic Marketing Africa, is
deliveries and takeaways. probably Botswana. The West African region
will, however, be an important priority, given
This, plus a locally-focused approach, the company’s first foray into the region via
has seemingly created a successful the recent store opening in Ghana.

42 strategicmarketingafrica Issue 4 2016