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At one time, Pizza Hut was the favorite for parents and children to indulge in its unlimited dining experience, endless salad selection, and ice cream with toppings.

Yet a declining number of diners are frequenting the chain nowadays, and it is closing 50% of its British locations after being rescued from insolvency for the second time this calendar year.

I remember going Pizza Hut when I was a child,” explains a young adult. “It was like a family thing, you'd go on a Sunday – spend the whole day there.” Today, as a young adult, she says “it's not a thing anymore.”

According to 23-year-old Martina, some of the very things Pizza Hut has been recognized for since it launched in the UK in the seventies are now outdated.

“The manner in which they do their all-you-can-eat and their salad station, it seems as if they are cheapening on their quality and have inferior offerings... They offer so much food and you're like ‘How is that possible?’”

Because ingredient expenses have risen sharply, Pizza Hut's buffet-style service has become quite costly to operate. The same goes for its outlets, which are being cut from over 130 to 64.

The company, like many others, has also experienced its operating costs rise. In April this year, employee wages jumped due to rises in minimum wages and an higher rate of employer social security payments.

A couple in their thirties and twenties say they used to go at Pizza Hut for a date “every now and then”, but now they get delivery from Domino's and think Pizza Hut is “not good value”.

Based on your order, Pizza Hut and Domino's rates are close, says a culinary author.

Even though Pizza Hut provides off-premise options through third-party apps, it is missing out to big rivals which specialize to off-premise dining.

“Another pizza company has taken over the delivery market thanks to aggressive marketing and ongoing discounts that make shoppers feel like they're finding a good deal, when in reality the standard rates are quite high,” explains the expert.

Yet for these customers it is acceptable to get their date night brought to their home.

“We absolutely dine at home now rather than we eat out,” comments Joanne, reflecting latest data that show a drop in people frequenting quick-service eateries.

Over the summer, quick-service eateries saw a six percent decline in patrons compared to last summer.

There is also one more competitor to restaurant and takeaway pizzas: the frozen or fresh pizza.

Will Hawkley, global lead for leisure at an advisory group, explains that not only have retailers been selling good-standard oven-ready pizzas for quite a while – some are even promoting countertop ovens.

“Shifts in habits are also playing a factor in the popularity of quick-service brands,” says Mr. Hawkley.

The rising popularity of low-carb regimens has increased sales at poultry outlets, while reducing sales of dough-based meals, he continues.

As people dine out less frequently, they may prefer a more high-quality meal, and Pizza Hut's classic look with comfortable booths and traditional décor can feel more retro than upmarket.

The rise of premium pizza outlets” over the last 10 to 15 years, including popular brands, has “dramatically shifted the public's perception of what quality pizza is,” explains the food expert.

“A crisp, airy, digestible pizza with a carefully curated additions, not the excessively rich, thick and crowded pizzas of the past. That, I think, is what's caused Pizza Hut's decline,” she says.

“What person would spend nearly eighteen pounds on a tiny, mediocre, unsatisfying pizza from a chain when you can get a beautiful, masterfully-made classic pizza for under a tenner at one of the many traditional pizzerias around the country?

“The decision is simple.”

Dan Puddle, who runs a pizza van based in a regional area comments: “People haven’t fallen out of love with pizza – they just want better pizza for their money.”

Dan says his adaptable business can offer premium pizza at reasonable rates, and that Pizza Hut had difficulty because it could not keep up with changing preferences.

At an independent chain in Bristol, the founder says the industry is expanding but Pizza Hut has failed to offer anything new.

“Currently available are by-the-slice options, London pizza, thin crust, artisan base, wood-fired, Detroit – it's a heavenly minefield for a pizza enthusiast to explore.”

Jack says Pizza Hut “should transform” as the youth don't have any fond memories or allegiance to the company.

In recent years, Pizza Hut's market has been fragmented and distributed to its more modern, agile rivals. To sustain its costly operations, it would have to increase costs – which commentators say is difficult at a time when personal spending are shrinking.

A senior executive of Pizza Hut's global operations said the acquisition aimed “to safeguard our guest experience and retain staff where possible”.

The executive stated its immediate priority was to keep running at the surviving locations and delivery sites and to support colleagues through the restructure.

However with large sums going into maintaining its outlets, it probably cannot to spend heavily in its off-premise division because the market is “complex and using existing delivery apps comes at a cost”, experts say.

Still, experts suggest, reducing expenses by leaving oversaturated towns and city centres could be a smart move to adapt.