Pizza Hut doubles down on nostalgia with 'Throwback Value Menu'

Pizza Hut is doubling down on nostalgia with its new Throwback Value Menu in which consumers can “build their own buffet" based on a variety of choices. The menu is available for a limited time and includes a $10 medium one-Topping Stuffed Crust Pizza, $3 Personal Pan Pizza, $4 Breadsticks and Cinnamon Sticks, and the debut of new Triple Cheese Mac and S'mores Sticks.

Pizza Hut is also launching a limited-edition streetwear capsule collection with Dinner Service NY and a rewards-app experience celebrating the brand's legacy. The exclusive apparel collection will be available starting at 12 p.m. CST on July 16 at www.dinnerserviceny.com. Hut Rewards members can unlock exclusive early access to shop at 10 a.m. CST.

Hut Rewards members can also put their Pizza Hut knowledge to the test through in-app trivia and challenges for the chance to win rewards, collectibles, and experiences throughout the summer.

“Some of Pizza Hut’s most iconic menu items have stood the test of time because fans never stopped loving them,” Chief Marketing Officer Melissa Friebe said in a statement. “With the Throwback Value Menu, we’re bringing those favorites together at great value and pairing them with experiences that ‘Feed Good Times’ and celebrate everything people love about Pizza Hut. From our collaboration with Dinner Service NY to the Back to the Hut experience, we’re continuing to champion what makes Pizza Hut truly iconic.”

The pizza chain has leaned heavily into nostalgia lately as it works to recover from market share loss. The chain shed 8.2% of its systemwide sales last year and in the past 10 years, it has closed over 1,500 locations, according to Technomic, with plans to shutter 250 more this year.

In June, the company launched its signature Book It program and its “Hut Originals” platform, created to “celebrate the moments, memories, and menu items generations of fans share with Pizza Hut,” Friebe said. Also, nearly 155 restaurants are maintaining the chain’s classic Red Roof dine-in features, such as red cups, Tiffany-style lamps, arcade games and more.

New research from Technomic finds that nostalgia-driven marketing can boost purchase intent by as much as 50%.

Yum Brands sold Pizza Hut last month to LongRange Capital and Yum China in two separate deals for $2.7 billion.