processes that are at the heart of a fast modernising society and economy, that scenario has changed dramatically. The middle-class has expanded in numbers as well as in income levels. There has been an accompanying surge in the number of nuclear households, urban-employed women, western-educated youth and the overall expansion of the services sector. Each of these trends, the world over, was associated with the rise of the convenience - foods sector. In India, too, there has been a tremendous increase in takers for international fast-foods. This evolution in eating habits and culinary choice encouraged many international food chains to launch operations in India. The strongest entry has been that of the US-based Pizza Hut, which can verily claim that it has made inroads into India in a very short period.
Pizza is still a new-age food in India. Total sales of ready-to-eat pizzas are estimated to be around Rs. 2 billion. With its presence already in 18 cities with 70 restaurants, Pizza Hut's own data indicates that it commands almost half of this market.
Pizza Hut came to India as an established international brand, yet realising the need to imbibe Indian values and tastes while retaining all its global qualities.The remarkable success of this adaptation has become the role model for every food-chain desiring to do business in India - and even consumer brands from other sectors. The sheer sophistication and innovativeness with which Pizza Hut has placed Indian tastes onto its traditional pizza crusts enables millions of Indian consumers to repeatedly share, and participate, in a global brand while retaining their cultural sensibilities.
Another indication of Pizza Hut's success is the impressive expansion of its network of restaurants: from the first restaurant that was opened in Bangalore in 1996, there are now 70 restaurants and
outlets with Pizza Hut's signature red roof in 18 cities across India. By the end of 2004, over 100 restaurants are planned, with several of India's smaller towns and cities discovering the spontaneity and indulgence of Pizza Hut's offerings in the trendy environs of the dine-in restaurant. In the course of this expansion, Pizza Hut has also proved the viability of the franchisee model of food-chains for the Indian food market. Other international food chains
are working the franchisee model too. However, Pizza Hut's quality-standards, service, supply chain and brand-management practices have led to uniquely successful relationships with its Indian partners. As a further indicator of the brand's strength with the consumer, Pizza Hut was adjudged to be number one amongst the most trusted brands in the Food Service category. This is as per the 'Most Trusted Brand Survey 2003' conducted by ACNielsen for Brand Equity.
Pizza Hut's legacy began in 1958 in the United States, when the two college-aged Carney brothers, in Wichita, Kansas were approached by a family friend with the idea of opening a pizza parlour. The eatery was opened with an investment of US$ 600 and the title Pizza Hut was adopted with ubiquitous reference to the rather inconspicuous building, where it was
located. The Carney brothers were unaware that they had laid the foundations of the world's largest pizza chain to be. Yet, within a couple of years they were building up franchisee links all over
North America. Ten years after the opening night in Wichita, their pizza-chain had hosted one million customers, in 310 restaurants all around the US, alongside the opening of the first international branch in Canada. In 1969, Pizza Hut adopted its trademark 'red-roof' logo.
Its spread was even more remarkable in subsequent years. The 1000th restaurant was opened in 1972 , in Wichita again.