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Once, Pizza Hut was the favorite for parents and children to enjoy its eat-as-much-as-you-like offering, help-yourself greens station, and self-serve ice-cream.

But fewer customers are frequenting the restaurant currently, and it is shutting down half of its UK locations after being acquired following financial trouble for the second time this calendar year.

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

According to a diner in her twenties, the very elements Pizza Hut has been recognized for since it started in the UK in the 1970s are now not-so-hot.

“The manner in which they do their all-you-can-eat and their salad bar, it feels like they are cutting corners and have reduced quality... They provide so much food and you're like ‘How can they?’”

As grocery costs have risen sharply, Pizza Hut's unlimited dining format has become very expensive to operate. As have its locations, which are being cut from over 130 to 64.

The company, in common with competitors, has also faced its costs rise. This spring, staffing costs rose due to higher minimum pay and an rise in employer national insurance contributions.

Chris, 36, and Joanne, 29 say they used to go at Pizza Hut for a date “from time to time”, but now they choose another pizza brand and think Pizza Hut is “too expensive”.

According to your choices, Pizza Hut and Domino's costs are comparable, says a culinary author.

Although Pizza Hut provides pickup and delivery through external services, it is falling behind to larger chains which specialize to the delivery sector.

“The rival chain has succeeded in leading the delivery market thanks to aggressive marketing and ongoing discounts that make customers feel like they're getting a bargain, when in reality the original prices are relatively expensive,” explains the specialist.

Yet for the couple it is justified to get their evening together sent directly.

“We absolutely dine at home now instead of we eat out,” explains Joanne, echoing recent statistics that show a decline in people frequenting informal dining spots.

In the warmer season, informal dining venues saw a notable decrease in diners compared to the year before.

Additionally, a further alternative to ordered-in pies: the supermarket pizza.

A hospitality expert, senior partner at a leading firm, explains that not only have grocery stores been selling good-standard ready-to-bake pizzas for quite a while – some are even selling home-pizza ovens.

“Shifts in habits are also playing a factor in the popularity of fast-food chains,” states the expert.

The growing trend of low-carb regimens has boosted sales at chicken shops, while hitting sales of carb-heavy pizza, he adds.

Since people go out to eat more rarely, they may prefer a more high-quality meal, and Pizza Hut's retro theme with booth seating and traditional décor can feel more retro than premium.

The growth of high-quality pizzerias” over the last 10 to 15 years, such as popular brands, has “dramatically shifted the general opinion of what excellent pie is,” notes the food expert.

“A light, fresh, easy-to-digest product with a few choice toppings, not the massively greasy, heavy and overloaded pizzas of the past. This, in my view, is what's resulted in Pizza Hut's downfall,” she states.

“Why would anyone spend a high price on a tiny, mediocre, unsatisfying pizza from a franchise when you can get a stunning, expertly crafted classic pizza for less than ten pounds at one of the many real Italian restaurants around the country?

“It's a no-brainer.”

Dan Puddle, who operates a small business based in a county in England says: “It's not that stopped liking pizza – they just want improved value.”

The owner says his adaptable business can offer premium pizza at accessible prices, and that Pizza Hut struggled because it failed to adapt with evolving tastes.

At a small pizza brand in a UK location, the proprietor says the sector is diversifying but Pizza Hut has failed to offer anything new.

“You now have slice concepts, regional varieties, new haven, fermented dough, wood-fired, deep-dish – it's a heavenly minefield for a pie fan to discover.”

He says Pizza Hut “needs to reinvent itself” as newer generations don't have any sense of nostalgia or loyalty to the company.

Gradually, Pizza Hut's share has been sliced up and spread to its fresher, faster competitors. To maintain its expensive staffing and restaurants, it would have to charge more – which experts say is challenging at a time when personal spending are decreasing.

The leadership of Pizza Hut's international markets said the acquisition aimed “to safeguard our guest experience and retain staff where possible”.

It was explained its key goal was to keep running at the surviving locations and off-premise points and to help employees through the change.

Yet with so much money going into maintaining its outlets, it probably cannot to invest too much in its off-premise division because the sector is “difficult and partnering with existing delivery apps comes at a price”, analysts say.

But, he adds, cutting its costs by withdrawing from crowded locations could be a good way to evolve.