Is the pizza market sliced up too thinly? Despite enjoying healthy sales in the UK, there are signs that the pizza market is becoming crowded, with big names such as Pizza Hut and Pizza Express feeling the pinch

Marketing Week, June, 2004 by John Stones

More and more companies are muscling in, trying to grab a slice of the increasingly crowded high street pizza market. The largest chains, Pizza Hut and Pizza Express, have been on the high street for many years, enjoying growth in their respective niches, but are facing challenges from a number of quarters.

Both Pizza Hut and Pizza Express have recently appointed marketing directors to steer their brands through the forthcoming challenges. Pizza Hut has hired Martin Pugh from Safeway (MW last week), where he was marketing director, and Pizza Express has appointed Helen Benedict as commercial marketing director. Pizza Hut is also looking for a new media agency after PHI) resigned the business following a second review in as many years.

Pizza Hut, a joint...