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Once, the popular pizza chain was the top choice for parents and children to enjoy its all-you-can-eat buffet, endless salad selection, and ice cream with toppings.

However a declining number of customers are choosing the chain nowadays, and it is shutting down half of its UK locations after being bought out of administration for the second occasion this calendar year.

“We used to go Pizza Hut when I was a child,” explains a young adult. “It was a regular outing, you'd go on a Sunday – turn it into an event.” Today, in her mid-twenties, she states “it's not a thing anymore.”

For young customer Martina, certain features Pizza Hut has been recognized for since it launched in the UK in the mid-20th century are now less appealing.

“The way they do their buffet and their salad bar, it feels like they are lowering standards and have lower standards... They offer so much food and you're like ‘How is that possible?’”

Because grocery costs have risen sharply, Pizza Hut's buffet-style service has become increasingly pricey to maintain. Similarly, its outlets, which are being cut from over 130 to 64.

The business, in common with competitors, has also faced its expenses rise. This spring, staffing costs jumped due to increases in the legal wage floor and an increase in employer national insurance contributions.

Two diners mention they would often visit at Pizza Hut for a date “from time to time”, but now they choose a rival chain and think Pizza Hut is “very overpriced”.

According to your order, Pizza Hut and Domino's prices are similar, notes an industry analyst.

Although Pizza Hut has pickup and delivery through delivery platforms, it is missing out to major competitors which solely cater to the delivery sector.

“Another pizza company has managed to dominate the off-premise pizza industry thanks to aggressive marketing and constantly running deals that make consumers feel like they're getting a bargain, when in reality the standard rates are on the higher side,” notes the specialist.

However for the couple it is worth it to get their evening together brought to their home.

“We definitely eat at home now rather than we eat out,” says the female customer, echoing current figures that show a drop in people frequenting informal dining spots.

In the warmer season, informal dining venues saw a 6% drop in patrons compared to last summer.

There is also a further alternative to ordered-in pies: the frozen or fresh pizza.

Will Hawkley, global lead for leisure at an advisory group, explains that not only have retailers been offering high-quality oven-ready pizzas for a long time – some are even offering countertop ovens.

“Shifts in habits are also having an impact in the popularity of casual eateries,” says Mr. Hawkley.

The growing trend of high protein diets has driven sales at chicken shops, while reducing sales of carb-heavy pizza, he adds.

Since people visit restaurants more rarely, they may seek out a more upscale outing, and Pizza Hut's retro theme with comfortable booths and red and white checked plastic table cloths can feel more old-fashioned than luxurious.

The growth of high-quality pizzerias” over the last several years, for example new entrants, has “fundamentally changed the general opinion of what quality pizza is,” explains the industry commentator.

“A light, fresh, easy-to-digest product with a select ingredients, not the massively greasy, heavy and overloaded pizzas of the past. This, in my view, is what's caused Pizza Hut's struggles,” she says.

“What person would spend a high price on a modest, low-quality, underwhelming pizza from a large brand when you can get a beautiful, masterfully-made classic pizza for less than ten pounds at one of the many authentic Italian pizzerias around the country?

“It's an easy choice.”

An independent operator, who owns Smokey Deez based in a county in England explains: “People haven’t stopped liking pizza – they just want higher quality at a fair price.”

Dan says his mobile setup can offer high-quality pie at accessible prices, and that Pizza Hut had difficulty because it failed to adapt with changing preferences.

At a small pizza brand in a UK location, owner Jack Lander says the pizza market is expanding but Pizza Hut has not provided anything new.

“You now have slice concepts, artisanal styles, new haven, sourdough, traditional Italian, Detroit – it's a wonderful array for a pizza enthusiast to try.”

Jack says Pizza Hut “should transform” as younger people don't have any emotional connection or allegiance to the company.

In recent years, Pizza Hut's market has been fragmented and distributed to its fresher, faster rivals. To keep up its costly operations, it would have to charge more – which experts say is difficult at a time when household budgets are tightening.

The leadership of Pizza Hut's international markets said the buyout aimed “to safeguard our guest experience and save employment where possible”.

It was explained its immediate priority was to maintain service at the surviving locations and delivery sites and to support colleagues through the transition.

But with large sums going into running its restaurants, it probably cannot to spend heavily in its delivery service because the sector is “complex and partnering with existing external services comes at a price”, experts say.

But, he adds, lowering overhead by exiting crowded locations could be a effective strategy to adapt.