Xin Lang Cai Jing·2025-12-25 03:19Core Viewpoint - Pizza Hut has launched a new brand called "Pizza Hut Grilled Skewers," with its first store opening in Shanghai, focusing on the late-night snack market [1][2]. Group 1: Product Offering - The new brand features over 30 SKUs with an average spending of around 70 yuan per person, including categories like popular skewers, assorted grilled vegetables, and specialty drinks [3][6]. - Prices for skewers range from 6 to 9 yuan for meat options and 4 to 6 yuan for vegetarian options, with main dishes priced at 16 yuan [3][5]. - The menu includes unique offerings such as "manager's favorites" to appeal to younger consumers [6]. Group 2: Operational Model - "Pizza Hut Grilled Skewers" operates as a "store within a store," utilizing the existing Pizza Hut location during the day and transforming into a skewers area from 5 PM to midnight [7][9]. - The ambiance is enhanced with decorative lighting and live music, creating a relaxed atmosphere for late-night dining [8]. Group 3: Industry Trends - The launch aligns with a broader trend in the restaurant industry where major brands are introducing new sub-brands, marking the emergence of a "Pomegranate Era" in Chinese dining [10]. - Competitors like KFC and Haidilao are also expanding their brand portfolios, indicating a shift towards multi-brand operations [12][13]. - The strategy leverages existing resources, including supply chains and operational expertise, to minimize costs and risks associated with new brand launches [14][17].