As part of a repositioning activity marking the brand’s 35th anniversary, GSR Brands Holdings plans to upgrade its 221 Pizza Hut Malaysia dine-in restaurants over the next two years.

QSR Brands CEO Merrill Pereyra says Pizza Hut has nearly 400 outlets across Malaysia.

“We have upgraded more than 50 restaurants so far,” he says.

He says the company aims to enhance the dining experience at its restaurants as the segment was not only its core business, but it also made Pizza Hut stand out from its competitors.

In its rebrand over the next couple of years, the restaurant is gaining a new logo, website and also a mobile application, says Pereyra.

Launched on May 5, the website has already had a 150 per cent increase in new users.

Order placement via the website and app will reflect Pizza Hut’s refreshed brand mission of “easy and better”, Pereyra says.

The app will be launched in the next three months.

To mark its anniversary, Pizza Hut has launched the 35 Bites Challenge in which customers can aim to eat a large pizza in 35 bites within five minutes.

The contest ends on June 13.