Pizza Hut Seeks Bigger Slice With Spice

Pizza Hut said it is introducing a spicy pizza designed to appeal to men 18 to 29 years old, the demographic group that dominates fast-food dining. The new Sicilian Pizza is “definitely not for everybody,” said Randy Gier, chief marketing officer. The pizza features a cheese-herb seasoning and a sauce that’s spicier than other fare the chain sells. Industry observers said a trend to spicier fast foods is being driven in part by the popularity of ethnic foods. Pizza Hut hopes the new entree will add to its hard-won market share gains of 1997, made on the strength of a new pizza called the Edge. The pizza category has become more competitive as chains fight for customers in a saturated market. Pizza Hut competitor Little Caesars recently parted ways with its longtime advertising agency, the one that produced the memorable “Pizza! Pizza!” campaign. Pizza Hut is owned by Louisville, Ky.-based Tricon Global Restaurants Inc. Tricon stock closed at $29.88, up 6 cents, on the NYSE.