Pizza Hut on Tuesday debuted a new hand-held offering designed not to be shared, with a value-positioned price and more daypart flexibility.
The new Melts are a bit like individual slices, if those slices were folded over and dipped in sauce.
One order of Melts includes two slices of Pizza Hut’s Thin N’ Crispy crust topped with cheese and other options, then folded over and baked in a way that evokes both a stromboli and a quesadilla.
Melts are served with dipping sauces, and the snack or meal is priced at a recommended $6.99.
There are four recipes:
- Pepperoni Lover’s served with marinara dipping sauce.
- Buffalo Chicken served with buffalo and ranch dipping sauce options.
- Chicken Bacon Parmesan served with ranch dipping sauce.
- Meat Lover’s served with marinara.
In a marketing campaign encouraging guests to “go solo,” Pizza Hut will award lucky guests online with $100 (as a gift card) if they agree to sign an “MDA,” or a “Melts Disclosure Agreement” pledging not to share images of the new Melts on their social media. The pledge can be made at meltsarenotforsharing.com, and the MDAs, of course, are not legally binding.
“We like to say—pizza is for WE, Melts are for ME because sometimes you want the delicious taste of pizza all for yourself without having to order and share an entire pie,” said Lindsay Morgan, Pizza Hut’s chief marketing officer, in a statement. “With Melts, now there’s a new way to get the bold flavors of your favorite pizza—or what you might get on your favorite sandwich—just for you, whenever and wherever you want.”
Personal pan pizzas are a mainstay on Pizza Hut’s menu, but the addition of Melts expands the chain’s offerings for a single diner.
Melts will also likely appeal to drive-thru and to-go diners. Yum Brands-owned Pizza Hut has added digital order pickup windows to more than 1,500 locations, dubbed The Hut Lane. Pizza Hut has more than 18,000 units systemwide in more than 100 countries.
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