The new store design for Pizza Hut at the Shanghai Global Harbour store. Credit: Yum China Holdings.

Yum China Holdings has unveiled a refreshed brand identity for its casual dining restaurant chain Pizza Hut.

The Pizza Hut rebranding features a new theme, Always Something New, as well as a redesigned logo, modern store fit out and new uniforms for the staff.

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The company has also launched a Pioneer store in Nanjing, China, which is a product testing facility for Pizza Hut to offer and test new menu innovations with customers directly before rolling them out across more than 2,200 stores.

Based on customer preferences, the pizza chain will initially introduce a range of menu choices, including Italian pizzas and a ‘dirty’ dessert series, which includes brown sugar ice-cream, tiramisu and café lattes.

“Our upgraded stores, new logo and uniforms all contribute to a more modern, fashionable dining experience.”

Yum China CEO Joey Wat said: “Connecting to a younger generation of consumers and ensuring the brand stays fresh and relevant are fundamental to our revitalisation strategy.

“Our refreshed brand identity marks a new chapter for Pizza Hut in China, reflecting our commitment to bringing customers innovative experiences and dishes.

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“Our upgraded stores, new logo and uniforms all contribute to a more modern, fashionable dining experience while our exciting Pioneer concept store is designed to take customers on a journey of new tastes and discovery.”

The redesign also features an open kitchen, dining room, bar, indoor garden and family dens.

Pizza Hut has also opened a smaller store format featuring dine-in seating options in Nanjing. Delivery is expected to be the main driving force for sales, with a separate delivery room in place.