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Once, the popular pizza chain was the favorite for parents and children to feast on its eat-as-much-as-you-like offering, endless salad selection, and make-your-own dessert.

However fewer patrons are frequenting the brand nowadays, and it is reducing a significant portion of its UK outlets after being rescued from insolvency for the second occasion this year.

“We used to go Pizza Hut when I was a child,” notes one London shopper. “It was a regular outing, you'd go on a Sunday – make a day of it.” But now, in her mid-twenties, she states “it's no longer popular.”

For young customer Martina, the very elements Pizza Hut has been known and loved for since it opened in the UK in the seventies are now not-so-hot.

“How they do their all-you-can-eat and their salad station, it appears that they are cheapening on their quality and have reduced quality... They're giving away so much food and you're like ‘How is that possible?’”

Since food prices have risen sharply, Pizza Hut's all-you-can-eat model has become very expensive to run. As have its restaurants, which are being reduced from over 130 to a smaller figure.

The chain, like many others, has also faced its costs go up. Earlier this year, labor expenses jumped due to higher minimum pay and an increase in employer national insurance contributions.

Chris, 36, and Joanne, 29 explain they used to go at Pizza Hut for a date “occasionally”, but now they get delivery from another pizza brand and think Pizza Hut is “very overpriced”.

Based on your choices, Pizza Hut and Domino's rates are close, says an industry analyst.

While Pizza Hut has off-premise options through third-party apps, it is falling behind to big rivals which focus exclusively to the delivery sector.

“The rival chain has taken over the off-premise pizza industry thanks to strong promotions and constantly running deals that make consumers feel like they're saving money, when in reality the original prices are quite high,” notes the specialist.

However for these customers it is acceptable to get their date night sent directly.

“We predominantly have meals at home now instead of we eat out,” says the female customer, reflecting recent statistics that show a drop in people going to quick-service eateries.

Over the summer, casual and fast-food restaurants saw a notable decrease in patrons compared to the previous year.

Additionally, another rival to pizza from eateries: the cook-at-home oven pizza.

Will Hawkley, global lead for leisure at a leading firm, explains that not only have grocery stores been providing high-quality prepared pies for years – some are even promoting home-pizza ovens.

“Lifestyle changes are also having an impact in the performance of fast-food chains,” comments Mr. Hawkley.

The rising popularity of protein-rich eating plans has increased sales at poultry outlets, while affecting sales of dough-based meals, he adds.

Because people dine out less frequently, they may prefer a more high-quality meal, and Pizza Hut's retro theme with vinyl benches and red and white checked plastic table cloths can feel more retro than premium.

The rise of high-quality pizzerias” over the last 10 to 15 years, such as new entrants, has “completely altered the consumer view of what excellent pie is,” says the industry commentator.

“A light, fresh, easy-to-digest product with a carefully curated additions, not the overly oily, dense and piled-high pizzas of the past. This, in my view, is what's led to Pizza Hut's struggles,” she comments.

“Why would anyone spend £17.99 on a modest, low-quality, underwhelming pizza from a large brand when you can get a stunning, expertly crafted traditional pie for less than ten pounds at one of the many authentic Italian pizzerias around the country?

“It's an easy choice.”

A mobile pizza vendor, who owns a small business based in Suffolk says: “The issue isn’t that lost interest in pizza – they just want better pizza for their money.”

The owner says his adaptable business can offer premium pizza at accessible prices, and that Pizza Hut struggled because it was unable to evolve with new customer habits.

From the perspective of Pizzarova in a UK location, owner Jack Lander says the industry is diversifying but Pizza Hut has not provided anything new.

“You now have individual slices, artisanal styles, New Haven-style, artisan base, Neapolitan, Detroit – it's a heavenly minefield for a pizza-loving consumer to try.”

The owner says Pizza Hut “needs to reinvent itself” as newer generations don't have any fond memories or loyalty to the company.

In recent years, Pizza Hut's share has been fragmented and spread to its fresher, faster competitors. To keep up its expensive staffing and restaurants, it would have to raise prices – which industry analysts say is difficult at a time when family finances are decreasing.

The managing director of Pizza Hut's overseas branches said the buyout aimed “to safeguard our dining experience and protect jobs where possible”.

It was explained its key goal was to keep running at the remaining 64 restaurants and delivery sites and to assist staff through the change.

But with so much money going into maintaining its outlets, it probably cannot to spend heavily in its delivery service because the market is “difficult and using existing external services comes at a cost”, analysts say.

However, it's noted, lowering overhead by leaving competitive urban areas could be a effective strategy to adjust.