必胜客中国：品牌年轻化

As the first pizza brand to enter the Chinese market, Pizza Hut made great progress. By 2018, it had become the largest western-style casual dining chain in China. With the maturity of the Chinese catering market, especially western-style food, Pizza Hut has gradually lost its own characteristics. Although consumers felt it was safe and reliable, it lacked surprises, leaving an old-fashioned impression. Pizza Hut's performance has declined since 2015. In November 2017, Jeff Kuai was promoted to Pizza Hut China General Manager. In March 2018, Joey Wat, who had led KFC China to performance rejuvenation, became CEO of parent Yum China. She proposed a plan for Pizza Hut's brand rejuvenation. She was determined to transform the brand's fundamentals by reshaping its image, improving price performance and creating a fun experience to make the brand younger again and rejuvenate the "old" restaurant. Jeff's first task to revive Pizza Hut's performance. He pondered repeatedly: was it reasonable for Pizza Hut to target new middle class and young families? How far were they from meeting the positioning requirements? What measures did Pizza Hut take? Were these measures effective? How should they respond in the future?