Pizza Hut's Clothing Line Is Fresh Out the Oven

Pizza Hut is making it easier to find the perfect pizza date night outfit by introducing the first, limited-edition capsule collection titled Pizza Hut Tastewear. “We are looking at giving fans experiences that they can only find at Pizza Hut, but it also means [looking at] broader stuff than great-tasting food,” Lindsay Morgan, CMO, Pizza Hut told Adweek. “It is about fans expressing love for the brand.” The merchandise includes both value- and higher-priced items for the fashionable and those with more old-fashioned preferences—also known as 1980s tastes. Some of the more lust-worthy items across social media include the $99.99 track suit that comes embedded with the chain’s iconic red checkered tablecloth, a gold-plated chain and the $24.99 pizza slides designed for both indoor and outdoor use. "They are going to be my new work shoes," Morgan quipped. Does soda taste better in red plastic cups? While Pizza Hut may not be the first obvious brand to step into the fashion industry, Morgan acknowledges the company is merely fulfilling fan demand. The project's origination first happened earlier this year when the chain, working with AOR GSD&M, introduced the Newstalgia campaign with comedian Craig Robinson. The pitch promoted the chain's $10 Tastemaker pizza by showcasing Robinson embracing the chain’s retro heritage and throwback vibe. Pac-Man and Pizza Hut make perfect pair The combination of Robinson and this laidback vibe immediately captured the attention and adoration from pizza lovers and fans. Morgan says executives closely monitored this chatter, noting commentators specifically requested individual items. In fact, every single product featured in this first drop came directly from social media chatter. Morgan mentioned even today one of its more popular memes—igniting every three weeks or so—celebrates the classic red plastic cups. “They tell us how much they loved them growing up and wonder if the soda tastes better in them,” Morgan joked. While the items may be tongue-in-cheek cool, Pizza Hut seeks availability over exclusivity. In order to make them accessible to everyone, the drop is happening on the PizzaHutShop.com until supplies last. The chain did a "sample run" a few weeks ago where one thousand items instantly sold with the entire collection unavailable by the end of the day. “If someone has their eye on something or loves one of the brands, we are listening and we will try to get it in next drop,” Morgan said. The next round is likely to debut over the next few months. This venture into fashion is just the latest attempt by the chain to make itself relevant to a new generation of fans, while honoring the legacy of its kitschy roots. Earlier this year, Pizza Hut worked with video game company Bandi Namco and AOR GSD&M to transform the pizza box into an augmented reality videogame experience. Robinson's creative messaging also balances between the nostalgia and future by leveraging social media chatter into buzz-building merchandise. People who grew up with Pizza Hut may have a special place for them but these are still relevant enough that even if you didn’t have those memories you would be excited to try them.”

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Larissa Faw

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Larissa Faw