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At one time, Pizza Hut was the top choice for families and friends to indulge in its unlimited dining experience, endless salad selection, and make-your-own dessert.

However not as many patrons are visiting the chain currently, and it is shutting down a significant portion of its UK locations after being rescued from insolvency for the second occasion this year.

“We used to go Pizza Hut when I was a child,” explains a young adult. “It was a tradition, you'd go on a Sunday – make a day of it.” However, at present, as a young adult, she states “it's not a thing anymore.”

For young customer Martina, the very elements Pizza Hut has been known and loved for since it started in the UK in the mid-20th century are now outdated.

“The way they do their buffet and their salad bar, it feels like they are lowering standards and have reduced quality... They're giving away so much food and you're like ‘How can they?’”

Since food prices have increased significantly, Pizza Hut's buffet-style service has become increasingly pricey to maintain. The same goes for its locations, which are being reduced from 132 to 64.

The company, like many others, has also experienced its expenses increase. Earlier this year, labor expenses rose due to rises in minimum wages and an higher rate of employer social security payments.

Chris, 36, and Joanne, 29 explain they would often visit at Pizza Hut for a date “occasionally”, but now they get delivery from a rival chain and think Pizza Hut is “very overpriced”.

Based on your selection, Pizza Hut and Domino's costs are similar, says an industry analyst.

Although Pizza Hut provides takeaway and deliveries through delivery platforms, it is falling behind to major competitors which focus exclusively to this market.

“The rival chain has managed to dominate the off-premise pizza industry thanks to intensive advertising and constantly running deals that make consumers feel like they're getting a bargain, when in reality the original prices are on the higher side,” says the analyst.

Yet for the couple it is worth it to get their special meal sent directly.

“We predominantly have meals at home now more than we eat out,” comments Joanne, echoing latest data that show a drop in people visiting informal dining spots.

Over the summer, informal dining venues saw a six percent decline in patrons compared to last summer.

There is also a further alternative to restaurant and takeaway pizzas: the cook-at-home oven pizza.

Will Hawkley, global lead for leisure at a leading firm, notes that not only have retailers been selling high-quality prepared pies for years – some are even selling home-pizza ovens.

“Evolving preferences are also playing a factor in the success of quick-service brands,” states the expert.

The growing trend of protein-rich eating plans has driven sales at grilled chicken brands, while hitting sales of carb-heavy pizza, he notes.

As people visit restaurants more rarely, they may seek out a more high-quality meal, and Pizza Hut's classic look with vinyl benches and traditional décor can feel more retro than premium.

The “explosion of premium pizza outlets” over the last several years, such as boutique chains, has “completely altered the consumer view of what good pizza is,” notes the food expert.

“A thin, flavorful, gentle crust with a few choice toppings, not the overly oily, dense and piled-high pizzas of the past. This, in my view, is what's resulted in Pizza Hut's decline,” she states.

“Who would choose to spend £17.99 on a tiny, mediocre, unsatisfying pizza from a chain when you can get a beautiful, masterfully-made classic pizza for less than ten pounds at one of the many authentic Italian pizzerias around the country?

“It's a no-brainer.”

Dan Puddle, who operates a pizza van based in a county in England comments: “The issue isn’t that stopped liking pizza – they just want improved value.”

He says his flexible operation can offer premium pizza at affordable costs, and that Pizza Hut faced challenges because it failed to adapt with new customer habits.

At Pizzarova in a city in southwest England, the proprietor says the industry is broadening but Pizza Hut has failed to offer anything new.

“Currently available are by-the-slice options, regional varieties, new haven, sourdough, wood-fired, deep-dish – it's a delightful challenge for a pizza enthusiast to discover.”

The owner says Pizza Hut “needs to reinvent itself” as the youth don't have any emotional connection or allegiance to the brand.

Gradually, Pizza Hut's customer base has been divided and distributed to its fresher, faster rivals. To keep up its costly operations, it would have to increase costs – which commentators say is challenging at a time when family finances are shrinking.

The managing director of Pizza Hut's international markets said the buyout aimed “to safeguard our customer service and protect jobs where possible”.

He said its first focus was to continue operating at the remaining 64 restaurants and takeaway hubs and to support colleagues through the restructure.

However with large sums going into running its restaurants, it likely can't afford to allocate significant resources in its takeaway operation because the industry is “complex and using existing delivery apps comes at a price”, experts say.

Still, experts suggest, reducing expenses by withdrawing from competitive urban areas could be a effective strategy to evolve.