Pizza Hut will accelerate its transition from “pizza expert” to “leisure restaurant expert of western food” by promoting red win culture in China. According to Netease, Pizza Hut restaurants will provide red wine, especially Beaujolais Villages Nouveau, along with other offerings in five major cities. Industry experts believed that the move was to reposition the brand in the high-end market, distinguishing itself from common western fast-food restaurants and increasing its profitability as well.

 

The French red wine Beaujolais Villages Nouveau will be put onto global market the third Thursday of November every year. 30 Pizza Hut restaurants in Guangzhou offered the wine for the first time on November 17 and Beijing, Shanghai, Shenzhen and Hangzhou will follow suit. Pizza Hut told Netease that the trial operation went well last year in Shanghai, so it extended such a drink option into another four cities this year and hopefully into even more cities next year.

 

Last year Pizza Hut adopted the new slogan “Pizza and More” and was committed to the concept of full meal in western style in order to complete its transition from “pizza expert” to “leisure restaurant expert of western food” by offering new food choices. It intends to combine red wine with happy and leisure meal by introducing Beaujolais Villages Nouveau to its customers.