Core Viewpoint - The article discusses the contrasting trajectories of three pizza brands in China: Pizza Hut, Domino's, and Mister Pizza, highlighting the importance of deep localization in the competitive restaurant market [5][9][56]. Group 1: Pizza Hut's Challenges - Yum China has initiated a comprehensive strategic review of Pizza Hut, considering options such as sale or divestiture, reflecting dissatisfaction with the brand's current performance [6][10][11]. - Pizza Hut's global same-store sales fell by 1% in Q3 2025, with an 8 percentage point decline in operating profit margin, making it the only core brand under Yum to experience growth stagnation [18]. - The brand's market share in the U.S. has decreased from 22.6% in 2019 to 18.7% in 2024, losing its leading position to Domino's [19]. Group 2: Pizza Hut China’s Resilience - Despite global challenges, Pizza Hut China has shown growth, with Q3 2025 revenue increasing by 3.25% and system sales up by 1%, driven by a strategic focus on local operations [20][23]. - The brand's success in China is attributed to a 35-year deep localization strategy, including product innovation and a diverse store model to cater to different consumer segments [24][28]. - Pizza Hut China has effectively utilized a localized supply chain, enhancing operational efficiency and market responsiveness [30][32]. Group 3: Mister Pizza's Decline - Mister Pizza, once a prominent Korean brand in China, has faced significant challenges, including management issues and a decline in consumer interest due to changing cultural trends [36][44]. - The brand's reliance on the "Korean Wave" for expansion has proven unsustainable, leading to a loss of market share as domestic brands gain popularity [48][55]. - By 2025, Mister Pizza had accumulated multiple legal issues and a shrinking store footprint, illustrating the consequences of operational mismanagement [50][52]. Group 4: Domino's Success - Domino's China has experienced remarkable growth, with revenue reaching 4.314 billion yuan in 2024, a 41.4% increase year-on-year, and a net profit surge of 1394.2% [64]. - The brand's strategic shift towards deep localization, including menu innovation and a focus on lower-tier cities, has been pivotal in its turnaround [67][68]. - Domino's has successfully integrated local flavors into its offerings, such as introducing unique products that resonate with Chinese consumers, enhancing its market appeal [73][76]. Group 5: Key Insights - The contrasting fortunes of these brands underscore that past successes do not guarantee future performance in the rapidly evolving Chinese restaurant market [79]. - Deep localization is essential for success, as demonstrated by Domino's and Pizza Hut China, which have adapted their strategies to meet local consumer demands [82][83].