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ANNUAL REPORT 2011
Pizza Hut ended the year with sales of 60,4
million euros, 6.5% less than in the previous
year.
Continuing its policy of investments to renew
its units, it proceeded to remodel the ones at
the Gaiashopping, ViaCatarina, Bom Sucesso,
Maiashopping, Algarveshopping and Sintra CP
centres.
Investment in expansion was also maintained.
Two units opened in the new Fórum Sintra
and Aqua Portimão shopping centres, while
the Segunda Circular (Lisbon) and Exponor
(Matosinhos) units closed; there were 99 units
at year’s end.
During the year we continued the “Fun and
Friendly” positioning. Pizza Hut was a European
pioneer for introduction of the new specialty,
Crown Pizza, developing locally the entire launch
campaign for TV and Internet. It later ceded the
respective rights for various European countries:
Poland, Cyprus, Romania and Luxembourg.
Also standing out besides the two Crown Pizza
TV waves were the Pizza Festival campaign
on radio and Internet and the Hut Júnior TV
campaign, both strongly promoted on the
Facebook page.
Efforts to strengthen the innovation programme
included a new restaurant menu with an
expanded offer of Salads, Pasta and Calzones,
as well as the success of the new Cookie Delight
dessert special and the Tuscani Pizzas – thin
and crispy in true Italian style.
Bearing in mind its position as a family
restaurant, Pizza Hut launched the first kids’
menu in which children can pick all their
options and enjoy didactic contests with the
collaboration of our partners Kidzania, Jardim
Zoológico and Sea Life.
RESTAURANTS AND
DELIVERY
PORTUGAL