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Once, Pizza Hut was the favorite for groups and loved ones to feast on its unlimited dining experience, endless salad selection, and ice cream with toppings.

However fewer customers are frequenting the restaurant currently, and it is reducing half of its UK outlets after being bought out of administration for the second instance this calendar year.

It was common to visit Pizza Hut when I was a child,” notes a young adult. “It was like a family thing, you'd go on a Sunday – spend the whole day there.” But now, as a young adult, she comments “it's not a thing anymore.”

For young customer Martina, some of the very things Pizza Hut has been recognized for since it opened in the UK in the mid-20th century are now not-so-hot.

“The manner in which they do their all-you-can-eat and their salad station, it seems as if they are cheapening on their quality and have lower standards... They're giving away so much food and you're like ‘How?’”

As grocery costs have soared, Pizza Hut's buffet-style service has become very expensive to maintain. The same goes for its locations, which are being cut from a large number to a smaller figure.

The company, like many others, has also faced its expenses go up. In April this year, staffing costs increased due to increases in the legal wage floor and an increase in employer national insurance contributions.

Chris, 36, and Joanne, 29 say they frequently dined at Pizza Hut for a date “from time to time”, but now they get delivery from a rival chain and think Pizza Hut is “not good value”.

Based on your choices, Pizza Hut and Domino's costs are similar, notes a culinary author.

Even though Pizza Hut does offer pickup and delivery through third-party apps, it is missing out to big rivals which solely cater to off-premise dining.

“Domino's has managed to dominate the delivery market thanks to aggressive marketing and ongoing discounts that make shoppers feel like they're getting a bargain, when in reality the base costs are on the higher side,” says the analyst.

But for the couple it is acceptable to get their evening together delivered to their door.

“We absolutely dine at home now instead of we eat out,” says the female customer, reflecting latest data that show a drop in people visiting informal dining spots.

Over the summer, quick-service eateries saw a notable decrease in customers compared to last summer.

Additionally, a further alternative to pizza from eateries: the supermarket pizza.

Will Hawkley, senior partner at a major consultancy, explains that not only have retailers been offering good-standard oven-ready pizzas for a long time – some are even promoting pizza-making appliances.

“Shifts in habits are also playing a factor in the popularity of fast-food chains,” comments Mr. Hawkley.

The rising popularity of high protein diets has boosted sales at chicken shops, while hitting sales of carb-heavy pizza, he continues.

Because people visit restaurants less frequently, they may seek out a more high-quality meal, and Pizza Hut's American-diner style with booth seating and nostalgic table settings can feel more dated than upmarket.

The rise of artisanal pizza places” over the last 10 to 15 years, such as popular brands, has “dramatically shifted the public's perception of what good pizza is,” says the food expert.

“A thin, flavorful, gentle crust with a carefully curated additions, not the overly oily, dense and piled-high 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 beautiful, masterfully-made Margherita for a lower price at one of the many real Italian restaurants around the country?

“It's an easy choice.”

An independent operator, who operates Smokey Deez based in a county in England comments: “It's not that lost interest in pizza – they just want better pizza for their money.”

Dan says his mobile setup can offer high-quality pie at affordable costs, and that Pizza Hut faced challenges because it was unable to evolve with evolving tastes.

According to a small pizza brand in a city in southwest England, the founder says the sector is expanding but Pizza Hut has failed to offer anything new.

“There are now by-the-slice options, regional varieties, new haven, artisan base, Neapolitan, rectangular – it's a wonderful array for a pizza-loving consumer to discover.”

The owner says Pizza Hut “needs to reinvent itself” as newer generations don't have any emotional connection or attachment to the brand.

In recent years, Pizza Hut's customer base has been sliced up and distributed to its more modern, agile competitors. To maintain its expensive staffing and restaurants, it would have to increase costs – which industry analysts say is tough at a time when household budgets are shrinking.

A senior executive of Pizza Hut's global operations said the acquisition aimed “to ensure our guest experience and protect jobs where possible”.

He said its key goal was to maintain service at the surviving locations and takeaway hubs and to support colleagues through the transition.

However with so much money going into maintaining its outlets, it likely can't afford to invest too much in its off-premise division because the industry is “difficult and working with existing external services comes at a price”, experts say.

Still, experts suggest, cutting its costs by withdrawing from competitive urban areas could be a effective strategy to adjust.