New concept for Pizza Hut Hong Kong

Yum! Brands has unveiled a new concept store in Hong Kong – Pizza Hut Super Delco.

The delivery-based, eat-in store model features smaller scale fast casual or a convenient eat-in area with seating for 30-50 customers. The company believes the new store model is ideal for locations with high traffic and in dense residential areas.

In place of the stark, plastic look of the last generation of fast food stores, Pizza Hut Hong Kong Super Delco features cast iron ‘star-burst’ chandeliers, mosaic, light-wood tables and rustic grasses arranged amidst artisan olive oil bottles. In the words of Yum!, it looks more like a character-filled coffee bar than a pizza restaurant.

Designed to create “a relaxing and intimate ambiance”, the new Super Delco offers “a flavorful oasis from the hectic lifestyle of millennials living in Hong Kong”, says Yum!.

Pizza Hut Hong Kong is aiming to be the city’s ‘most loved’ pizza brand and the chain already boasts more than 100 outlets. It is one of the few Super Delco located anywhere in the world.

Richard Leong, CEO of Pizza Hut Hong Kong, is excited about the opportunities the Delco Model store will bring to the region.

“Pizza Hut Super Delco is a new business channel that will continue to be an engine of growth for us as the Hong Kong restaurant space becomes more competitive and the neighborhood dining scene is evolving. We also need to cater to a younger millennial generation seeking for a convenient meal replacement.”

The Super Delco design was intentional as research showed that millennials in Hong Kong are looking for a relaxing place to enjoy a cup of coffee or tea and light meals (e.g. Panini or cake) during weekends in their neighborhood.

It’s not just the design of the new Super Delco that’s infused with flavour: the menu brings new dishes, offering solutions for small groups or individuals with a focus on pasta, rice and mini-pizza.

Dishes already proving popular among local customers include the Chinese New Year Pizza – Cheesy 7 Fiesta in the shape of a flower, and in Taiwan, the Pineapple Bun Stuffed Crust Pizza.

“The overwhelming amount of encouraging responses to the new store opening has given the Hong Kong Pizza Hut team confidence in this exciting new venture,” Yum! said in a statement.

More Super Delcos will now be opened in Hong Kong during the year.