Pizza Hut targets Subway with P'Zolo launch

 
June 1, 2012

Pizza Hut has introduced three new P'Zolo sandwich offerings – Meat Trio, Buffalo Chicken and Italian Steak. The P'Zolos are served with ranch or marinara dipping sauce and are sold for $3 or two for $5.

According to the New York Times, the items will officially be introduced with a large marketing campaign set to launch this weekend.

On the chain's Facebook page, the P'Zolo's are backed by the tagline "See ya Subs!"

The New York Times reports that Pizza Hut's agency (Richmond, Va.-based Martin Agency) will target sandwich heavy hitter Subway, with lines such as "More bang for your 5 bucks." Pizza Hut has admitted its objective is to pull traffic from the crowded sub segment.

Kurt Kane, chief marketing officer at Pizza Hut, told the New York Times that the P'Zolo is the "antidote for the everyday sandwich."

"We're happy to pick a fight with sub players today on consumers' behalf," he said.

In response to the direct targeting, Tony Pace, global chief marketing officer at Subway, told the New York Times that imitation is the most sincere form of flattery.

"There are many $5 offers out there but none has resonated and stuck the way ours has," Pace said.

The P'Zolo line joins the P'Zone (a calzone) as Pizza Hut's non-core focuses.

Read more about food and beverage innovations.


Topics: Food & Beverage , Marketing / Branding / Promotion , Sandwich


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