Pizza Hut takes battle to 'imitators'

The money will go towards building its brand and improving the quality of its outlets.

The company also plans to run a television, press and outdoor campaign to promote its range of new dishes.

Pizza Hut (Thailand) marketing director, Suwanna Usanachitt, said the campaign was intended to help consumers differentiate between the global restaurant chain and its rivals.

"We have had a monopoly of the pizza market for a while now, but we now need to get to another higher level because competitors imitate everything we have, Suwanna said.

"It's time to set a benchmark and make the brand clearer to the consumer."

The pizza fast food market in Thailand has been full of intrigue and backstabbing since the relationship with Pizza Hut's original franchise partner, The Minor Group, went sour.

The Thai-based group attempted to take on the global giant by setting up a direct competitor - The Pizza Company - in many of Pizza Hut's former prime locations. A bitter marketing and distribution war has raged for three years and continues.

However, this campaign signifies a highly-improved stance from Pizza Hut's once tenuous position, having clawed its way back into the lucrative market.

Suwanna said no more outlets would be opened this year, but 12 would be opened next year in Bangkok and provincial centres. The company is also testing consumer reaction to its multi-branding venture - outlets selling both KFC and Pizza Hut products. Suwanna said Pizza Hut was aiming for a 40 to 50 per cent market share this year, up from 35 to 40 per cent last year.