Pizza Hut and Maxim's MX


HK people love new excitements, try new things and welcome new changes. It's our culture. Most HK consumers are brand switchers. That's why we see brands come and go so fast like shotting stars and it's not easy to sustain a brand in HK. As we all know, one way to sustain an established brand is new innovative product launch. Like Pizza Hut, it focuses on pizza and it has a continuous flow of new pizzas over time. Well some of these pizzas might not be well-received by consumers but they work to add excitements for an established brand like Pizza Hut. On the contrary, however, Maxim's MX has no unique brand identity against other fast food chains like Cafe De Coral and Fairwood. To many consumers, Maxim's MX is a just another fast food chain. Over the past few months, we see frequent new menu launches from Maxim's MX. Some are really me-too with Cafe De Coral and Fairwood. After its brand revamp, it seems still looking for an unique positioning to focus on. The more they launch new menus, the harder it is to occupy a space in the minds of the consumers. Pizza Hut means pizza excitement. Maxim's MX = ?


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