Pizza Hut Taiwan Knows It’s Making Italians Angry

Pizza Hut Taiwan has gained a reputation for releasing unusual and often polarizing pizza flavors that spark excitement and outrage online. Despite initial skepticism, the strategy has proven successful, with the chain becoming the fastest-growing pizza brand in Taiwan over the past five years. Anthony Leung, general manager of Pizza Hut Taiwan, credits the success to the company's willingness to take risks and push boundaries with unconventional toppings and flavors. Leung's approach is to create pizzas that are both familiar to Taiwanese consumers and shocking enough to generate buzz, with the goal of getting people to talk about Pizza Hut. The company's marketing playbook involves releasing around six new flavors a year, with a focus on creating a loyal ecosystem of influencers and fans who eagerly anticipate each new release. While not everyone is a fan of Pizza Hut Taiwan's unusual flavors, the company sees any reaction - positive or negative - as a success. However, Leung acknowledges that the shock factor may not be as effective in the future, and the company is adapting by shifting focus to collaborations targeting Gen Z and launching themed pizzas tied to popular culture.