One of the largest pizza makers decided to expand its products from pizzas to sandwiches. Pizza Hut, introduces its sandwich lines and directly competes with sandwich shops, specifically Subway!
The new line of sandwiches is advertised as P’Zolo, a pizza style calzone that comes in different flavors such as Buffalo Chicken and Meat Trio. As for its price, it is leveled at $3 apiece and $5 for two pieces – a competitive pricing scheme that was said to have directly targeted Subway.
Lines such as “Say so long to the footlong” and “More bang for your 5 bucks” or “See ya subs. This is the P'Zolo.” Indirectly tries to pull the sandwich competitor down, influencing people to choose Pizza Hut over Subway in their campaigns.
Other marketing campaigns pulled off were free sandwiches on subway lines in Chicago and loud ads wrapped in trains.
The reason why Pizza Hut is directly targeting the sandwich industry is due to the growing number of consumers who prefer sandwiches. Food industry consulting firm Technomic reports that even with the increasing number of closing restaurants, Subway continued to grow by 872 stores.
“We want to give consumers a new opportunity to access the brand, especially our core consumers, who tend to be young adult males.” said Kurt Kane, chief marketing officer at Pizza Hut in Plano, Texas.
Marketing officers of Pizza Hut admits that they are really up for the competition, thus is really striving to take over the sandwich industry saying “The goal is for the P'Zolo to be the antidote for the everyday sandwich. We're happy to pick a fight with sub players today on consumers' behalf.”
Other than Subway, Pizza Hut’s competition includes Quiznos and Domino’s oven baked sandwiches. Though Subway may look like an easy target, the sandwich king is found to be in the top two in all fast food industries.
Good luck to Pizza Hut trying to beat Subway out!