Pasta Hut vs. Pizza Hut
Pizza Hut made the headlines earlier in the week after rebranding itself as Pasta Hut in the UK. If the move really is just a clever bit of PR, as some people suspect, then it seems to have worked. In addition to significant media coverage, the company has also benefitted online: as the chart below illustrates, yesterday the Pasta Hut website received twice as many UK Internet visits as the Pizza Hut UK homepage. In fact, yesterday was a record day for the restaurant chain online.
Of the people who did visit the Pizza Hut site yesterday, 37.4% went to Pasta Hut afterwards. Overall 6.7% of Pasta Hut’s traffic came from the Pizza Hut homepage. The site’s clickstream also reveals a surprise: as the table below illustrates, 43.9% of traffic to pastahut.co.uk came fromMSN UK, more than 3 times the amount that it received from Google UK. Presumably the company either ran advertising or a paid search campaign on the Microsoft portal / search engine.
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