Pizza Hut To Close Half of Its UK Restaurants as Diners Lose Taste for the Brand

Pizza Hut, once a family favourite for its all-you-can-eat buffet, salad bar, and self-serve ice cream, is closing nearly half of its UK restaurants as customer interest wanes. The move follows the chain’s second rescue from administration this year, reducing its restaurant count from 132 to just 64.

For many Britons, Pizza Hut was once synonymous with family outings and Sunday treats. “We used to go there when I was a child – it was a big deal,” said 24-year-old Prudence, speaking to the BBC. “But now, it’s just not a thing anymore.”

Some customers believe the chain’s famous buffet model, which once set it apart, now feels outdated and unsustainable. “It feels like they’ve cut down on quality,” said 23-year-old Martina Debnatch. “They’re giving away so much food that you start to wonder how they’re managing it.”

Rising food and labour costs have also contributed to the brand’s struggles. The increase in the UK’s minimum wage to £12.21 for workers aged 21 and above, along with higher national insurance contributions, has made Pizza Hut’s dine-in model expensive to maintain.

Many former customers now favour takeaways or at-home dining. “We used to go there for date nights,” said Chris, 36, who now prefers ordering Domino’s with his partner Joanne. “Pizza Hut just feels overpriced.”

Industry experts say Pizza Hut’s decline is also tied to changes in consumer behaviour. “Domino’s dominates the delivery market with constant deals that make customers feel like they’re getting value,” explained food expert Giulia Crouch. “Pizza Hut’s restaurant model simply can’t compete.”

Beyond competition from delivery chains, supermarket-ready pizzas and home pizza ovens have also reshaped how Britons enjoy pizza. “People want better quality for their money,” said Dan Puddle, owner of Smokey Deez, a mobile pizza van in Suffolk. “They haven’t fallen out of love with pizza – they’ve just moved on from chains like Pizza Hut.”

Analysts point to a wider shift toward healthier eating and artisanal dining. “The rise of sourdough and Neapolitan-style pizzerias has changed expectations,” said Crouch. “Consumers now want light, fresh, high-quality pizza – not the heavy, greasy versions of the past.”

Independent operators such as Bristol-based Pizzarova say Pizza Hut has failed to keep up. “The market has evolved with so many styles – New York slice, Detroit, Neapolitan – but Pizza Hut hasn’t adapted,” said owner Jack Lander.

Pizza Hut’s managing director for international markets, Nicolas Burquier, said the company’s priority is to “safeguard guest experience and protect jobs where possible” as it focuses on its remaining outlets and delivery sites.

However, experts warn that without significant reinvention, the chain may continue to struggle in a market that now prizes authenticity, innovation, and affordability.