Pizza Hut has introduced a new product called "Melts" because people's meal schedules are changing. In Maharashtra, schools are starting later because kids are staying up late. This shows how technology is changing our lives. Many people are now eating at different times, and they're often busy doing other things while they eat, like using their phones or playing games.
Pizza Hut noticed that young people, especially Generation Z, are often too busy to sit down for a proper meal. So, they created Melts—a kind of crispy sandwich filled with either vegetarian or meaty ingredients. There are six flavors available, ranging in price from Rs 169 to Rs 269.
According to Aanandita Datta, Pizza Hut's marketing chief in India, Melts are perfect for people who are on the go and don't have time for a sit-down meal. Pizza Hut spent a lot of time perfecting the product, making sure the crust is just right.
Melts are a unique addition to India's fast-food scene, which is expected to grow a lot in the coming years. Pizza Hut hopes that Melts will help them stand out from other pizza places like Domino’s and Oven Story.
To promote Melts, Pizza Hut is using a mix of TV, internet, and outdoor advertising, as well as working with influencers like food bloggers and college students. They've also partnered with a gaming reality show called Playground on Amazon Prime Video.
Unlike last year, Pizza Hut isn't using celebrities to promote Melts because they think young people don't respond well to them. The most popular flavor of Melts so far is Cheesy Cheese.
