Explain how and why the corporate identity of an organisation of your choice has changed over the past 50years.

PIZZAHUT PART OF THE YUM!BRAND ORGANISATION

Pizzahut was founded in 1958 by Don and Frank Carney as a small family concern. They used one family-based recipe.Their mission was to create a neighbourhood business, and provide a environment for families to obtain quality time together. Franchises were offered only to family and friends who were willing to continue this ethos.

Pizzahut is now owed by the Yum!Brands organisation which also owes K.F.C and Pepsico. Fifty years on however, Pizzahut still maintains the family favourite feel.
`Our primary customer segment is families with the need for a special place to share those little everyday moments," (www.pizzahut.co.uk, online marketing mission statement).

Pizzahut is highly customer focused and regularly holds customer focus groups in the attempt to introduce new lines while discontinuing those that don't sell.
Their customer focus comes from their in house staff training schemes such as CHAMPS; Cleanliness, Hospitality,Accuracy,Maintenance,Product and Speed which is followed throughout the Yum!Brand. Although the company is ultimately a fast food chain there is a feeling of true hospitality and relaxation for the costumer.

To keep in line with the present obsession of ethical and organic produces, Pizzahut offered its first 'natural' pizza in May this year, made from only organic produces locally farmer. Currently these are only available in America. Depending on the country the Pizzahut menu changes to accommodate the culture of the country.

It was discovered in 2007 that the YUM!brand was underpaying and exploiting migrant fruit pickers in Florida. Tomato pickers are now being paid one pence more per pound for their work.YUM! Stated that, "they support the right of all workers to be treated fairly and humanely."

Pizzahut has often been criticized for the nutritional benefits of the menus and therefore, its association it has with families, they have, over the past Five years introduced free salads for children, lowered salt content in their pizza and provide higher fibre,lower fat cheese options to act against such concerns.

Pizzahut are involved with a number of CSR activities, and as with the menu`s, these change depending on the country the franchise is based in. In the UK, Pizzahut often carry out fundraising activities for the Starlight Children's Foundation for seriously ill children. The money raised goes towards holidays for the children and their families. Association with such organisations goes towards boasting their reputation as an organisation who believe in the importance of family time.

The organisation also undertakes many sponsorship activities. These include Bookit! a reading scheme in America. Pizzahut tokens are given to children who meet reading goals. They also have sponsorship deals with many sporting events helping to associate popular activities with their brand,thus helping to remove the stigma attached to unhealthy food. Such sponsorships have included Fulham FC in 2001 and Newcastle Vipers ice hockey in 2007. Youth appeal and popular culture has also proven popular partnerships, these have come in the form of official sponsors for the 90s phenomena, Teenage Mutant Hero Turtles, whose favourite food was pizza. They also developed a promotional deal with the 1989 hit film, Back To The Future II. Interactive sunglasses were given away with pizzas and the pizzahut logo was featured in the film as the eating place of the future. More recently Pizzahut partnered with Verizon Wireless to give away LG mobile phones with Stuffed Crust pizzas last year.

Pizzahut has maintained their family focus over the past 50years while changing to meet growing social and ethical awareness from its consumers.