The changing world has brought about a shift in our meal schedules. With the advancements in technology and the increasingly fast-paced lifestyle, traditional meal times are no longer as prevalent. Many individuals, particularly the younger generation, have adopted the norm of eating on the go as they multitask more than ever.
Recognising this societal change, Pizza Hut India has introduced a new offering known as ‘Melts’ to accommodate this evolving lifestyle. This new category originally debuted globally in the United States in October 2022 and has now been introduced to the Indian market. ‘Melts’ features a crispy crust with either a vegetarian or meat filling, offering customers a choice of six different flavours. Prices start at an affordable Rs 169, making it a convenient option for those in search of a quick on-the-go meal.
Aanandita Datta, Chief Marketing Officer of Pizza Hut India, explains that ‘Melts’ is tailored to individuals who lead a constantly hustling lifestyle and do not adhere to fixed meal times. This new offering enables them to savor a fulfilling meal while juggling multiple tasks throughout the day. Through extensive consumer research, Pizza Hut India identified a clear demand for a product like ‘Melts’ that could be enjoyed as a standalone meal without the necessity of traditional lunch or dinner.
The introduction of ‘Melts’ provides Pizza Hut India with a distinctive edge in the competitive Quick Service Restaurant (QSR) sector in India. With an estimated market size of 25.46 billion USD in 2024 and expected growth to 38.71 billion USD by 2029, Pizza Hut India’s new offering has the potential to set them apart from their competitors. Unlike other pizza brands such as Domino’s, Oven Story, and Mojo Pizza, Pizza Hut now offers a specialized product that can cater to the ever-changing lifestyle of its clientele.
The creation of ‘Melts’ entailed over six months of development for Pizza Hut India, with a strong emphasis on perfecting the crispy crust to ensure the optimal crunch in every bite. Furthermore, the brand tested over 20 different flavours before choosing the final six that were added to the menu. With such meticulous attention to detail and quality, Pizza Hut India is poised to provide customers with an unparalleled experience when indulging in ‘Melts’.
In order to promote ‘Melts’, Pizza Hut India has devised a comprehensive 360-degree marketing campaign encompassing television, digital, and out-of-home advertising. The brand also intends to collaborate with food bloggers and college students to demonstrate how ‘Melts’ seamlessly integrates into their lives. Remarkably, the company has chosen to abstain from using celebrities in the promotion of ‘Melts’, as they believe that the target demographic does not respond favorably to this type of marketing.
The launch of ‘Melts’ heralds an exciting new phase for Pizza Hut India, offering customers a delectable and convenient option that perfectly complements their fast-paced lifestyles. Whether one craves a Cheesy Cheese or a meat-filled ‘Melts’, Pizza Hut has something to cater to everyone’s tastes. Therefore, the next time you find yourself on the go and in need of a quick meal, we encourage you to give ‘Melts’ a try and experience firsthand what all the buzz is about.