Word is beginning to spread that Pizza Hut plans on changing its name to “The Hut.” And why not? Everyone else is doing it. Puff Daddy changed his name to P. Diddy, Jennifer Lopez became J-Lo, and Kentucky Fried Chicken re-branded as KFC. Even Anakin Skywalker became Darth Vader. Nowadays, shorter is better.
According to Brian Niccol, Pizza Hut’s Chief Marketing Officer, “Pizza Hut is not changing its name,” but “We do use ‘The Hut’ in some of our marketing efforts.” A recent restaurant opening in Jacksonville, Florida carries both logos at the store. For now, it’s safe to assume that “The Hut” is just some usual test-marketing and that they are just playing around with the name to see if it works.
Alright, well here are my thoughts:
- The word “hut,” by definition, doesn’t sound very appetizing: It can be defined as “a small or humble dwelling of simple construction, esp. one made of natural materials, as of logs or grass.” Mmmm…nothing like thinking of logs and grass while chomping on my pizza. If Pizza Hut is trying to become more sophisticated by adding pasta dishes and sandwiches, why go with a name so primitive as “The Hut?”
- Taking pizza out of the hut: Isn’t pizza what they’re all about? OK maybe they’re trying to re-brand and to be known for more than just pizza, but let’s be honest, people aren’t exactly going crazy over the new pasta dishes. Pizza is what Pizza Hut is all about. At least keep it in the logo.
- FedEx: This company did an awesome job with changing their name. They used to be called Federal Express. It took too long to say. FedEx just sounded better. All of their customers called them FedEx anyway, so why not change the name? As far as I know, people aren’t currently calling Pizza Hut “The Hut.” It will probably just get laughed at.
- Jabba the Hutt: OK, I had to say it. Don’t act like you weren’t thinking it too. I can just see Youtubers and bloggers having a field day with this one. Associating your food with a 500 pound evil alien that slobbers isn’t exactly a positive brand association. Han Solo said it nicely when he described Jabba as a “slimy piece of worm-ridden filth.” You don’t want your customers thinking that you’ll turn into the same thing after eating at your restaurant.
Chris