PHC planning further expansion in Greece with Pizza Hut and Jamie Oliver Kitchen eateries

Counting on the unique qualities of Pizza Hut's products and the changing market climate in Greece - reflected in the very good results experienced by the Wagamama chain - PHC is taking the well-known pizza brand back to the Greek market, starting with a Pizza Hut restaurant that will open its doors at the end of December.

PHC also plans to open a Jamie Oliver Kitchen restaurant in Athens in the new year and further expand the presence of the Wagamama chain in Greece.

According to InBussinessNews sources, PHC's decision to open a Pizza Hut restaurant in Greece is related to the change in the climate observed in recent years in the market and more specifically the development of a more western trend in consumer behavior. Previously, due to the economic climate in the country, many international brands failed to gain satisfactory market shares in Greece.

Now, the environment is more favorable and suitable for actions like that of PHC, with the return of Pizza Hut to Greece, which, until 2020, had a presence in the country, since it was under the umbrella of the Greek group Food Plus.

The expansionist policy began with Wagamama

In this context, PHC has already changed its policy regarding Wagamama restaurants, since, operating with a more expansive policy, it increased the number of the chain’s restaurants to three - a month ago it opened a third restaurant in the centre of Athens, specifically at the junction of Aiolou and Kolokotroni streets following the ones in Kifisia and Golden Hall shopping mall.

As InBussinessNews has been informed, in the context of the new strategy followed by PHC in Greece, the aim is to start promoting the Pizza Hut brand with the first store, which is expected to operate by the end of 2024 (20 December), in the center of Athens (Pangrati) and then follow a gradual expansion of Pizza Hut restaurants in other locations.

As InBusinessNews was told, the environment in the pizza restaurant market is very competitive, since the Greek market is made up of large Greek chains, however, PHC has drawn up their plans, believing in the uniqueness of their products, such as the "Pan pizza ", which is a product that cannot be found on the Greek market even in a similar form.

Jamie Oliver Kitchen also coming soon

The results experienced by Wagamama in Greece are also very good and this is the reason for the expansion of PHC in the market and the plans that exist, according sources, to open even more restaurants.

Until now, PHC has only been operating the Wagamama chain of restaurants in Greece, however, by the end of the year Pizza Hut will enter the market and, in the new year, specifically in March 2025, it is expected to open a Jamie Oliver Kitchen restaurant in the Golden Hall shopping mall.

(Source: InBusinessNews)