The half-dozen servers were dressed in all black, bottomward to the glassy covering gloves they wore as they doled out slices of Pretzel Piggy, Old Fashioned Meatbrawl and Blooming Pepper Bombshell. On the side: balsamic, buffalo, BBQ and honey sriracha sauces, or in Pizza Hut’s new parlance, “drizzles.” All of it was amidst by a new logo, new commitment boxes, new casual-looking uniforms, and a new motto: “The Acidity of Now.”
This is the new, at times unrecognizable, Pizza Hut. Or, at least, it was the one apparent to associates of the media Monday afternoon to mark what David Gibbs, the company’s anew installed CEO, calls “one of the bigger moves we’ve anytime fabricated in our history.”
On Nov. 19, Pizza Hut will about relaunch its absolute brand, alteration the aliment it serves, the way its ordered and alike the aggregation logo. There are 11 new signature pizzas, six new sauces, 10 new band flavors and four drizzles — abundant options to acquiesce for 2 billion different pizza combinations. For the aggregation accepted for trencherman staples like Stuffed Crust, Meat Lover’s and Supreme, the new card is the fast-food agnate of a Hail Mary pass.
“It’s a abhorrence of irrelevance,” says Darren Tristano, a aliment industry analyst at Technomic. “But the abeyant to abnormally access their accepted chump abject is absolutely there.”
It’s a accident Pizza Hut is accommodating to take, admitting they’re ambiguity bets by befitting those old favorites on the menu. Sales at the nation’s bigger pizza alternation accept been bottomward for two years, as Domino’s, Little Caesars and Papa John’s—the No. 2, 3 and 4 chains, respectively—have cut into Pizza Hut’s business. Regional build-your-own pizza chains like Blaze and Pieology and customization-heavy fast-casual brands like Chipotle are additionally adorable diners from the pan pizza depot.
“America’s tastes are changing,” Gibbs says. “People are absorbed in adventurous new flavors. It’s a appealing accustomed move to be the one to booty the pizza class area nobody’s taken it afore with all these new flavors and ingredients.”
Domino’s offered a arrangement in 2009, back the aggregation accepted that its booze and band weren’t that abundant and arrive barter to aftertaste the new version. They bolstered their attack with an adapted amusing media attendance and smoother online acclimation to baby to millennials. Sales accept soared since, which is as abundant a acumen for Pizza Hut aqueous hot booze on garlic crusts as anything.
So what does the “flavor of now” aftertaste like? Thankfully, bigger than it sounds (The Cock-a-Doodle Bacon. Why?).
We started with Pizza Hut’s new asiago breadsticks alongside four dipping sauces: balsamic, BBQ, addle and honey sriracha. They’re afar from your basal marinara or cheese sauce, but not necessarily for the better. Whether dipping in the candied but balmy balsamic, tangy, molasses-heavy BBQ, characterless addle or agilely ambrosial honey sriracha, my asiago sticks longed for a red sauce.
The contemporary pizzas tended to appear calm better. The Cock-a-Doodle Bacon pie is advance with a buttery garlic parmesan booze topped with broiled craven and bacon. The riff on Alfredo is affluent abundant that you don’t absence the marinara.
The Old Fashioned Meatbrawl is a analytic aseptic amend on the archetypal topping: the meatballs are baby abundant not to boss anniversary bite, and a garlic band adds an added acrid pop.
Cherry Pepper Bombshell is additionally bigger than it sounds. The blooming peppers and balsamic dribble add a candied bite that goes able-bodied with compact salami. But the battery of beginning appearance on top didn’t add much. It acquainted analogously accidental on the Pretzel Piggy, which is one of the best bizarre combinations on the new signature menu. A absolute pretzel band with the buttery garlic parmesan booze from the Cock-a-Doodle is topped with bacon, mushrooms and appearance and again accomplished with a balsamic drizzle. It worked, affectionate of, admitting you’d charge to be in a accurate affectionate of affection to booty one bottomward solo.
The custom crusts are Pizza Hut’s attack to accomplish allotment your chef as accepted as acrimonious your toppings. Of the two new ones I tried, the Amber Boom Boom crust—with approved cheese and marinara—was subtle, a bit garlicky, with alone a agilely aftertaste of ginger. The honey sriracha band (with a pepperoni topping), meanwhile, was adhesive and a bit too overpowering.
So is this absolutely what millennials crave? Maybe. Pizza Hut will acceptable casting off a kicked-up drizzle, flavor-dusted band or meatbrawl pie if it turns out it isn’t selling. Besides, it’s not as if Pizza Hut is a booze and chef purist.
“We’ve consistently been the one demography the class to new places,” says Gibbs, Pizza Hut’s CEO. “Yes, the adolescent barter are added absorbed than the earlier demographics in experimenting with flavor. But I anticipate beyond all demographics, there’s article on the card for everybody.”
Read next: Watch McDonald’s Prove the McRib Is Fabricated of Actual Food
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