American multinational pizza restaurant chain founded in 1958, Pizza Hut, is venturing into the burger business. The popular chain is rolling out a new Cheeseburger Melt in the coming days as part of its line of sandwich-style offerings.
Instead of the usual bun the filling will be put in between two thin pieces of pizza crust. So, it’s not the traditional burger but a burger option.
“Pizza Hut wants burger enthusiasts to cheat on their usual burger chain and prove their new favourite cheeseburger is from a pizza place instead,” the chain said in a statement.
The chain, headquartered in Plano, Texas, operates 19,866 restaurants worldwide as of 2023.
Branching out
Analysts say it is not surprising that Pizza Hut is trying something new. The chain is simply branching out and trying to build an identity for itself beyond its core offering. Ultimately, a restaurant is a box, and you want that box to be as productive as possible, said one expert.
McDonald’s, which became famous as a burger chain, is also known for its chicken offerings and breakfast fare today. The chain even experimented with pizza for a while. However, the McDonald’s pizza didn’t become part of the chain’s permanent menu.
Restaurants face challenges when stepping outside their comfort zones. Apart from having to woo customers, they may have to purchase new equipment when they introduce new items. Unless the item becomes a hit, it may not be worth the expense and hassle.
Still, Pizza Hut isn’t the only pizza restaurant to try its hand at burgers. Mercato Italian Kitchen & Bar, a small chain of restaurants in Connecticut, found success with a burger, especially with the lunchtime crowd.
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