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At one time, Pizza Hut was the top choice for families and friends to feast on its unlimited dining experience, unlimited salad bar, and make-your-own dessert.

Yet not as many patrons are choosing the brand these days, and it is shutting down half of its UK restaurants after being acquired following financial trouble for the second instance this year.

I remember going Pizza Hut when I was a child,” notes Prudence. “It was like a family thing, you'd go on a Sunday – make a day of it.” But now, aged 24, she states “it's not a thing anymore.”

According to a diner in her twenties, the very elements Pizza Hut has been famous for since it started in the UK in the 1970s are now less appealing.

“The manner in which they do their buffet and their salad bar, it feels like they are lowering standards and have inferior offerings... They offer so much food and you're like ‘How is that possible?’”

Because ingredient expenses have soared, Pizza Hut's unlimited dining format has become increasingly pricey to operate. The same goes for its locations, which are being reduced from a large number to just over 60.

The company, similar to other firms, has also experienced its costs increase. Earlier this year, employee wages jumped due to rises in minimum wages and an rise in employer national insurance contributions.

Two diners mention they would often visit at Pizza Hut for a date “occasionally”, but now they choose Domino's and think Pizza Hut is “too expensive”.

According to your choices, Pizza Hut and Domino's costs are similar, explains a food expert.

Even though Pizza Hut does offer pickup and delivery through third-party apps, it is falling behind to big rivals which solely cater to the delivery sector.

“The rival chain has succeeded in leading the takeaway pizza sector thanks to intensive advertising and constantly running deals that make customers feel like they're finding a good deal, when in reality the base costs are on the higher side,” says the expert.

However for Chris and Joanne it is worth it to get their date night sent directly.

“We predominantly have meals at home now instead of we eat out,” explains one of the diners, reflecting current figures that show a decrease in people frequenting casual and fast-food restaurants.

Over the summer, informal dining venues saw a 6% drop in customers compared to the previous year.

There is also one more competitor to restaurant and takeaway pizzas: the supermarket pizza.

Will Hawkley, global lead for leisure at a leading firm, explains that not only have supermarkets been providing good-standard ready-to-bake pizzas for quite a while – some are even offering countertop ovens.

“Lifestyle changes are also playing a factor in the performance of quick-service brands,” comments Mr. Hawkley.

The rising popularity of low-carb regimens has driven sales at poultry outlets, while hitting sales of carb-heavy pizza, he continues.

Because people visit restaurants not as often, they may look for a more high-quality meal, and Pizza Hut's American-diner style with booth seating and traditional décor can feel more dated than upmarket.

The rise of premium pizza outlets” over the last decade and a half, such as new entrants, has “completely altered the public's perception of what excellent pie is,” explains the food expert.

“A crisp, airy, digestible pizza with a carefully curated additions, not the excessively rich, thick and crowded pizzas of the past. That, I think, is what's resulted in Pizza Hut's downfall,” she comments.

“Who would choose to spend £17.99 on a modest, low-quality, underwhelming pizza from a franchise when you can get a gorgeous, skillfully prepared classic pizza for less than ten pounds at one of the many traditional pizzerias around the country?

“The decision is simple.”

Dan Puddle, who owns Smokey Deez based in a regional area comments: “People haven’t fallen out of love with pizza – they just want higher quality at a fair price.”

The owner says his adaptable business can offer high-quality pie at reasonable rates, and that Pizza Hut had difficulty because it failed to adapt with changing preferences.

From the perspective of Pizzarova in a city in southwest England, owner Jack Lander says the pizza market is broadening but Pizza Hut has neglected to introduce anything innovative.

“Currently available are individual slices, London pizza, thin crust, artisan base, Neapolitan, Detroit – it's a wonderful array for a pie fan to explore.”

Jack says Pizza Hut “should transform” as the youth don't have any fond memories or allegiance to the company.

Gradually, Pizza Hut's customer base has been fragmented and allocated to its more modern, agile rivals. To keep up its expensive staffing and restaurants, it would have to raise prices – which experts say is tough at a time when household budgets are decreasing.

A senior executive of Pizza Hut's overseas branches said the acquisition aimed “to safeguard our customer service and save employment where possible”.

He said its first focus was to continue operating at the open outlets and takeaway hubs and to support colleagues through the change.

Yet with large sums going into operating its locations, it probably cannot to invest too much in its delivery service because the sector is “complex and using existing third-party platforms comes at a expense”, commentators say.

However, it's noted, lowering overhead by withdrawing from crowded locations could be a effective strategy to adjust.