The cheapest, most effective rebranding ever!

Posted by Wildfire Marketing Group | October 6th, 2008

For most, rebranding can be an expensive and risky proposition. Unless a company undergoes a major change in their business model, it is usually a really bad idea.

Pizza Hut recently did just that, but not really. The Financial Times confidently reported “Pizza Hut’s UK business is set to throw aside more than 35 years of history today by changing its name to Pasta Hut. In spite of a £17m investment updating many of its restaurants only this year, the group will spend a further £100m over the next six years to revamp its more than 700-strong UK chain, extend the number of outlets and launch a new, expanded menu.”

Go to http://www.pastahut.com/ and notice that it asks visitors “Do you think we should change our name?” which seems unnecessary since the announcement has already been made.

It turns out the truth is that 30 locations are to be temporarily renamed. It has certainly generated a tremendous amount of buzz for a modest investment, along with none of the drawbacks of actually rebranding a company. Sounds like Pizza Hut got one hell of a deal on this one!

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