Pizza Hut Restaurants in the UK spent more than 60 million pounds to refresh their brand image and menu. The reason is that they want to add cocktail bars inside of restaurants in order to appeal to a younger clientele. Now, Pizza Hut doesn't want to restrict their brand to just pizza but expand it to also include cocktails. They do this because drinking a cocktail while dining is a trend and lifestyle for younger clientele in the UK.

In the US, Pizza Hut is not considered special and the menu is extremely simple. It is considered cheap food in the US because people prefer to eat fast food there. However, in China, it is totally different. In China, Pizza Hut is a high standard restaurant, which will cost around more than 100 dollars for three people. The menu in China is diverse because it mixes Asian, Thai, French, and American cuisines. The tastes are also a lot different compared to America. In China, the pizza’s flavour is totally different because Pizza Hut innovates new flavours for Chinese people’s taste, such as curry flavour pizza. In some cities of China, if you want to eat at Pizza Hut, you need to wait more than an hour because Chinese people regard eating western food as a fashion trend. Thus, Pizza Hut changes their restaurant to be more formal in China than in America.

Therefore, Pizza Hut uses different strategies to reach their customers in different countries. Before Pizza Hut invests in innovation, they also do a forecast. The forecast is based on the number of customers and the average amount of money customers will spend on each meal. Pizza Hut also analyses for cost and profit, such as net margin, variable cost and fixed cost. That way, they know whether they can make a profit or not.