• by Teresa Buyikian , May 17, 2024

 

Burgers, and the burger wars are big business; the U.S. market size of burger restaurants accounted for over $170 billion in 2023, according to IBIS World.

So it came as no surprise that Pizza Hut wants a bite of the burger biz when it announced the launch of its new Cheeseburger Melt this week.

The new burger is comprised of a parmesan-encrusted thin crust folded and filled with beef, applewood-smoked bacon, onions, mozzarella and cheddar. It is served with a new Burger Sauce on the side. Per the release, the crunchy wrap style “ditches the bun—say goodbye to soggy bun burger deliveries … Pizza Hut has cracked the code for what a cheeseburger should be: portable, crunchy and oozing with cheese.”

The marketing efforts for the Cheeseburger Melt promote customers to “cheat on their usual burger chain to prove their new favorite cheeseburger is now from a pizza place.”

Pizza Hut has hired delivery drivers in Chicago and Miami to make appearances at certain fast-food burger chain drive-thrus, equipped with a visible QR code on their back car window for customers to scan for  a “better burger.” Those who scan receive a coupon to redeem for a free Cheeseburger Melt and a Pepsi while supplies last.

 "We thought we'd kick off our burger journey with something bold. That's why we're making waves in burger chain drive-thrus,” said Lindsay Morgan, Pizza Hut CMO.

In addition to cheeseburger, the Pizza Hut Melts are also available in four other options: Pepperoni Lover's served with marinara dipping sauce, Buffalo Chicken served with both buffalo and ranch dipping sauce, Chicken Bacon Parmesan served with ranch dipping sauce and Meat Lover's served with marinara dipping sauce.

The chain has also launched the My Hut Box offer, which enables customers to choose between Melts or a 2-topping Personal Pan Pizza, with a side of fries or four boneless wings and a drink starting at $6.99 where available.