The Iconic Brand’s Comeback: A Look at Pizza Hut’s Strategy and Vision
Pizza Hut, once a synonym for family gatherings and the aroma of freshly baked pizza, is now determined to reclaim its former glory. Under the leadership of CEO Germán Morales, the brand seeks to revive its core identity and regain its position as market leaders in Mexico.
A Blast from the Past: The Iconic Hut Cheese Pizza
One of Pizza Hut’s most memorable creations, the Hut Cheese pizza with its distinctive cheese-stuffed crust, has been a symbol of the brand for decades. This iconic pizza even featured then-businessman Donald Trump in its original 30-year-old advertising campaign.
Pizza Hut
The Hut Cheese pizza remains Pizza Hut’s best-selling product, accounting for 3 out of every 10 pizzas sold. Morales emphasizes the importance of maintaining this beloved product’s popularity for three decades.
From Cheese-Stuffed Crust to Technological Innovation
Morales acknowledges the fierce competition in Mexico’s market, stating that Pizza Hut must reclaim its former glory as a global brand with unique flavors and experiences.
The CEO highlights the importance of innovation, not just on the menu but also in technology. Pizza Hut has recently launched a new website, an improved app with enhanced usability, and digital kiosks in stores. The brand also employs artificial intelligence to optimize customer interactions and operations.
Reclaiming Leadership with a Mexican Twist
With nearly 280 stores in Mexico, including 45% franchises, Pizza Hut aims to expand and solidify its operational model. The company’s 7,000-square-meter plant in Querétaro now produces all masas distributed to branches, ensuring standardized quality and attention to detail across the country.
Morales outlines Pizza Hut’s preparation for the 2026 FIFA World Cup, combining innovation, technology, and expansion strategies to meet increased demand and offer new products, flavors, and experiences.
The Power of Pizza: A Shared Experience
Morales believes that pizza is not about competition but sharing, emphasizing its suitability for delivery and family enjoyment. He anticipates significant growth in Mexico’s pizza category.
Balancing delivery growth post-pandemic with the physical restaurant experience representing the brand’s essence is crucial to Morales. He aims to bring customers back to enjoy pizza in-store, reestablishing the brand’s excellence and making customers feel at home.
The Road to Reclaiming the Top Spot
Currently holding third place in the Mexican market, Pizza Hut aims to lead. Morales acknowledges strong competition but views it as motivation for continuous improvement.
The brand is currently growing at a 5% annual rate in comparable stores, surpassing the sector average. After an initial struggle in 2025, Pizza Hut has consistently recovered, with significant growth since Easter and anticipating an exceptional 2026.
Through expansion plans, partnerships with breweries, new dessert offerings, and a local focus on ingredients—masa and flour are already Mexican, with cheese and tomatoes soon to follow—Pizza Hut seeks to regain its shine in a country where once, lines formed around the corner to try its cheese-stuffed crust pizza.
Morales admits that, despite being a well-known and loved brand in Mexico, Pizza Hut still faces the challenge of surpassing competitors. The CEO is determined to reclaim the brand’s flavor and experience, ultimately regaining its position as market leaders.
Key Questions and Answers
- What is Pizza Hut’s strategy to regain its former glory? CEO Germán Morales aims to reclaim the brand’s core identity and standardize processes, ensuring consistent quality across all stores. The focus is on technological innovation, including a new website, app, and digital kiosks.
- How does Pizza Hut plan to balance delivery growth and the physical restaurant experience? Morales seeks to bring customers back to enjoy pizza in-store, emphasizing the importance of the dining experience and making customers feel at home.
- What are Pizza Hut’s plans for the 2026 FIFA World Cup? The brand aims to combine innovation, technology, and expansion strategies to meet increased demand and offer new products, flavors, and experiences during the tournament.
- What sets Pizza Hut apart from its competitors? Morales believes that pizza is about sharing, not competition. He emphasizes the suitability of pizza for delivery and family enjoyment, anticipating significant growth in Mexico’s pizza category.
