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At one time, the popular pizza chain was the favorite for parents and children to feast on its eat-as-much-as-you-like offering, endless salad selection, and make-your-own dessert.

However fewer customers are visiting the brand nowadays, and it is closing 50% of its British restaurants after being rescued from insolvency for the second time this calendar year.

I remember going Pizza Hut when I was a child,” says Prudence. “It was a regular outing, you'd go on a Sunday – make a day of it.” However, at present, aged 24, she says “it's fallen out of favor.”

According to young customer Martina, some of the very things Pizza Hut has been famous for since it started in the UK in the 1970s are now not-so-hot.

“The way they do their buffet and their salad station, it feels like they are cheapening on their quality and have lower standards... They offer so much food and you're like ‘How?’”

Because food prices have increased significantly, Pizza Hut's buffet-style service has become increasingly pricey to run. As have its locations, which are being cut from a large number to a smaller figure.

The company, like many others, has also seen its costs rise. Earlier this year, employee wages rose due to rises in minimum wages and an higher rate of employer national insurance contributions.

Chris, 36, and Joanne, 29 explain they frequently dined at Pizza Hut for a date “every now and then”, but now they order in Domino's and think Pizza Hut is “not good value”.

Based on your order, Pizza Hut and Domino's costs are comparable, notes a culinary author.

Even though Pizza Hut provides off-premise options through delivery platforms, it is falling behind to larger chains which solely cater to this market.

“Another pizza company has succeeded in leading the takeaway pizza sector thanks to aggressive marketing and ongoing discounts that make shoppers feel like they're finding a good deal, when in reality the standard rates are quite high,” notes the expert.

But for the couple it is justified to get their special meal delivered to their door.

“We predominantly have meals at home now rather than we eat out,” comments Joanne, matching latest data that show a drop in people frequenting informal dining spots.

In the warmer season, informal dining venues saw a notable decrease in patrons compared to the previous year.

Additionally, another rival to ordered-in pies: the frozen or fresh pizza.

An industry leader, global lead for leisure at a leading firm, explains that not only have supermarkets been providing good-standard oven-ready pizzas for a long time – some are even offering countertop ovens.

“Lifestyle changes are also contributing in the popularity of casual eateries,” says Mr. Hawkley.

The increased interest of protein-rich eating plans has boosted sales at grilled chicken brands, while hitting sales of dough-based meals, he continues.

Because people go out to eat less frequently, they may seek out a more high-quality meal, and Pizza Hut's classic look with comfortable booths and nostalgic table settings can feel more dated than luxurious.

The rise of high-quality pizzerias” over the last 10 to 15 years, such as boutique chains, has “fundamentally changed the public's perception of what quality pizza is,” says the culinary analyst.

“A crisp, airy, digestible pizza with a select ingredients, not the massively greasy, heavy and overloaded pizzas of the past. This, in my view, is what's resulted in Pizza Hut's struggles,” she says.

“Who would choose to spend a high price on a modest, low-quality, underwhelming pizza from a large brand when you can get a stunning, expertly crafted classic pizza for less than ten pounds at one of the many traditional pizzerias around the country?

“It's an easy choice.”

A mobile pizza vendor, who owns Smokey Deez based in a county in England says: “It's not that fallen out of love with pizza – they just want better pizza for their money.”

The owner says his adaptable business can offer premium pizza at reasonable rates, and that Pizza Hut had difficulty because it was unable to evolve with new customer habits.

At an independent chain in Bristol, owner Jack Lander says the industry is diversifying but Pizza Hut has neglected to introduce anything innovative.

“You now have slice concepts, regional varieties, New Haven-style, fermented dough, Neapolitan, deep-dish – it's a heavenly minefield for a pizza-loving consumer to discover.”

He says Pizza Hut “needs to reinvent itself” as newer generations don't have any emotional connection or allegiance to the chain.

In recent years, Pizza Hut's share has been sliced up and distributed to its more modern, agile rivals. To maintain its expensive staffing and restaurants, it would have to increase costs – which commentators say is tough at a time when personal spending are decreasing.

The leadership of Pizza Hut's international markets said the rescue aimed “to safeguard our guest experience and protect jobs where possible”.

It was explained its immediate priority was to continue operating at the open outlets and takeaway hubs and to help employees through the transition.

However with significant funds going into operating its locations, it probably cannot to invest too much in its takeaway operation because the sector is “complex and partnering with existing third-party platforms comes at a price”, commentators say.

Still, experts suggest, reducing expenses by exiting competitive urban areas could be a smart move to adjust.