No, PIzza Hut is not introducing a chicken sandwich.
Instead, the iconic pizza chain is looking back to one of its own beloved trends.
“The Edge” pizza is back! The pie, first introduced in 1997, has a sturdy, cracker-thin crust that packs toppings right out to the no-crust edge, and is cut into little squares. “Perfect pizza,” says the company, “for patio season.”
They’ve brought the style back and forth over the years, most recently in 2009. Like many “The Hut” promotions, it’ll only be available for a limited time.
This rearview menu habit has been a thing with Pizza Hut for a while. Dubbing it their “Newstalgia” campaign, the company revisits old favorites, adding new twists. Like celebrating the 25th anniversary of its stuffed-crust pizza by offering the “Nothing But Stuffed Crust” promotion in a few states last year, which was literally just stuffed crust, sans pizza.
Even its recent Detroit-style pizza -- square and deep dish -- was somewhat nostalgic, as if you’re from around the Rust Belt, that’s been a favorite style for decades.
The nostalgic twists don’t stop at the actual grub. Pizza Hut recently re-branded with its cool old ‘70s logo, while revisiting it’s drive-through designs too, if for more modern convenience reasons.
It’s working. Pizza Hut, owned by Yum Brands (which also controls Taco Bell and KFC), say these innovations helped same-store sales grow 8% at its U.S. restaurants in the first quarter of 2021. Their looking back seems to be the new going forward.
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