• Ad Age, Thursday, June 25, 2009 10:33 AM

Relax, all you Pizza Hut traditionalists out there. Spokesman Chris Fuller emails Emily Bryson York that "The Hut" is to Pizza Hut what "Coke" is to Coca-Cola, and does not represent a name change. The leading pizza chain's use of the shortened moniker in some marketing material has created "a bit of a brouhaha" among some observers, Bryson York reports. Three words under the shortened name highlight the diversification of the chain's menu: "Pizza. Pasta. Wings."

A restaurant opening in Jacksonville, Fla., tomorrow carries both Pizza Hut and The Hut signage, but brand experts say parent Yum! Brands should be cautious about mucking around with its heritage. "Powerful brands are owned by the customer," says Dean Adams, principal brand strategist at Level, Minneapolis. "If you change it too much and customers aren't happy, they'll tell you about it."

Pizza Hut is also updating the look of its restaurants and adding "Wing Street" chicken wings at its 7,500 U.S. locations. It holds about 18% share in the pizza sector, nearly double that of the No. 2 chain, Domino's.

Read the whole story at Ad Age »