IBERSOL | Integrated Management Report - 2024

FINANCIAL YEAR ACTIVITY PORTUGAL Created in 1958, Pizza Hut has been present in Portugal since 1990, with the inauguration of the first Pizza Hut restaurant in Avenida Fontes Pereira de Melo, in Lisbon. Pizza Hut considers itself the most complete restaurant brand in the Portuguese market and is committed to satisfying the needs of its customers at all moments of their lives, through the several services and spaces it operates. The brand is present all over mainland Portugal and the islands, with 110 restaurants. During the year it opened two new spaces: a restaurant in the Algarve region, in the city of Tavira, in the Tavira Plaza, and the Pizza Hut Barcelos restaurant, in the Barcelos Retail Park, thus reinforcing its coverage in Portugal. The brand also continued with the process of modernising its current fleet of restaurants, carrying out various refurbishments throughout the year. The business continues to be influenced by the military conflicts in Europe and the Middle East and the increase in the cost of production factors, posing new and different challenges for the brand’s operations. Given this context, the Marketing and Communication plan sought to ensure that the brand is always on the customers’ radar and to mobilise them to visit frequently at new and different times. Highlights include the “DO IT ON THE ROAD” promotional campaign and the “PANxPAN” concept, which celebrates the PAN dough, an original 3.1 Restaurants 34