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Once, Pizza Hut was the favorite for families and friends to indulge in its unlimited dining experience, help-yourself greens station, and self-serve ice-cream.

Yet a declining number of patrons are frequenting the restaurant currently, and it is reducing a significant portion of its UK restaurants after being rescued from insolvency for the second time this year.

It was common to visit Pizza Hut when I was a child,” explains a young adult. “It was like a family thing, you'd go on a Sunday – make a day of it.” But now, in her mid-twenties, she states “it's fallen out of favor.”

According to young customer Martina, certain features Pizza Hut has been famous for since it launched in the UK in the seventies are now less appealing.

“How they do their buffet and their salad bar, it appears that they are lowering standards and have reduced quality... They offer so much food and you're like ‘How is that possible?’”

Because ingredient expenses have soared, Pizza Hut's all-you-can-eat model has become quite costly to operate. The same goes for its locations, which are being cut from over 130 to a smaller figure.

The company, like many others, has also experienced its operating costs go up. Earlier this year, employee wages increased due to higher minimum pay and an rise in employer taxes.

A couple in their thirties and twenties mention they frequently dined at Pizza Hut for a date “every now and then”, but now they choose another pizza brand and think Pizza Hut is “not good value”.

According to your choices, Pizza Hut and Domino's rates are similar, says a culinary author.

Although Pizza Hut does offer off-premise options through third-party apps, it is falling behind to larger chains which focus exclusively to off-premise dining.

“Domino's has taken over 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 original prices are on the higher side,” explains the specialist.

Yet for the couple it is worth it to get their evening together brought to their home.

“We predominantly have meals at home now instead of we eat out,” explains Joanne, reflecting latest data that show a decline in people going to informal dining spots.

During the summer months, casual and fast-food restaurants saw a notable decrease in diners compared to the previous year.

Moreover, a further alternative to restaurant and takeaway pizzas: the supermarket pizza.

An industry leader, head of leisure and hospitality at an advisory group, notes that not only have supermarkets been offering high-quality oven-ready pizzas for years – some are even offering home-pizza ovens.

“Shifts in habits are also playing a factor in the success of fast-food chains,” comments the analyst.

The rising popularity of high protein diets has increased sales at poultry outlets, while reducing sales of carb-heavy pizza, he continues.

As people visit restaurants 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 old-fashioned than upmarket.

The rise of high-quality pizzerias” over the last decade and a half, including boutique chains, has “completely altered the consumer view of what good pizza is,” explains the culinary analyst.

“A light, fresh, easy-to-digest product with a carefully curated additions, not the massively greasy, heavy and overloaded pizzas of the past. That, I think, is what's caused Pizza Hut's decline,” she states.

“Why would anyone spend a high price on a tiny, mediocre, unsatisfying pizza from a franchise when you can get a stunning, expertly crafted traditional pie for less than ten pounds at one of the many real Italian restaurants around the country?

“The decision is simple.”

Dan Puddle, who owns a pizza van based in Suffolk says: “The issue isn’t that lost interest in pizza – they just want better pizza for their money.”

Dan says his adaptable business can offer gourmet pizza at reasonable rates, and that Pizza Hut faced challenges because it failed to adapt with new customer habits.

From the perspective of Pizzarova in a UK location, owner Jack Lander says the pizza market is expanding but Pizza Hut has failed to offer anything innovative.

“There are now individual slices, regional varieties, New Haven-style, sourdough, wood-fired, rectangular – it's a heavenly minefield for a pie fan to discover.”

He says Pizza Hut “must rebrand” as newer generations don't have any sense of nostalgia or loyalty to the company.

Over time, Pizza Hut's share has been sliced up and distributed to its trendier, more nimble rivals. To keep up its high labor and location costs, it would have to increase costs – which experts say is challenging at a time when household budgets are decreasing.

The leadership of Pizza Hut's overseas branches said the acquisition aimed “to safeguard our guest experience and save employment where possible”.

He said its immediate priority was to keep running at the remaining 64 restaurants and delivery sites and to help employees through the transition.

However with large sums going into running its restaurants, it likely can't afford to invest too much in its takeaway operation because the market is “complicated and partnering with existing delivery apps comes at a price”, experts say.

However, it's noted, reducing expenses by leaving oversaturated towns and city centres could be a good way to adjust.