Naperville Business Lawyer Discusses Brand Partnerships and New Pizza Hut Menu Item

When you own a business, you need to find ways to set your company apart from your competitors. In some industries, you might be able to do so by offering the best products, while in others offering products or services at the lowest price might help you stand out from the crowd. In certain sectors, however, most of the “players” might offer similar products at similar prices while relying on brand loyalty on the part of customers. This scenario seems to be the present case with fast-food and casual dining restaurants in the United States—but especially so with mid-range pizza chains.

So, what can a company do to increase customer interest? One option could be to enter a partnership with another recognizable brand to create a new and exciting menu item. Several years ago, it was exactly this type of brand partnership that led to the creation of Doritos Locos Tacos at Taco Bell. Now, a well-known pizza chain and one of the world’s most recognizable snack brands are joining forces to offer a new menu item that they hope will be as successful.

A Match Made in Cheese Heaven

For many years, Pizza Hut has been known for offering pizzas designed to please meat lovers, veggie lovers, and even cheese lovers. Believe it or not, there is now an option for cheesy, salty snack lovers as well. Earlier this week, Pizza Hut announced a brand partnership with Kellogg through which the pizza chain will offer a limited-time menu item known as the “Stuffed Cheez-It Pizza.”

The Stuffed Cheez-It Pizza looks like a large Cheez-It cracker, and it comes in two varieties: cheese or pepperoni and cheese. The crust is infused with the sharp cheddar cheese flavor that made Cheez-It crackers famous. Each order includes four squares, along with marinara sauce for dipping.

According to Pizza Hut’s chief brand officer Marianne Radley, the new item works as a quick grab-and-go food or as an addition to a larger order. Pizza chains, in general, have been turning to add-on items to increase sales. Radley, who describes herself as a Cheez-It cracker fanatic, said that to make the Stuffed Cheez-It Pizza work, Pizza Hut had to learn how the snack cracker packs so much flavor into the iconic little squares. It turns out that the secret is actually real cheese, she said.

The Stuffed Cheez-It Pizza is available nationwide for a limited time, starting this week.

Speak With a DuPage County Brand Partnership Attorney

If you have an idea for a possible brand partnership, there are many concerns that you will need to address, including licensing rights, royalties, and more. An experienced Naperville business lawyer can help you determine if your idea is feasible and will work with you in bringing your idea to market. For more information about how we can assist you, call 630-756-1160 and schedule a confidential consultation at the Gierach Law Firm today.

Sources:

CNBC

Fox News