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Pizza Hut Challenges McDonald’s in Dinner Box Derby

Filed under Advertising, Global Burgers, Marketing, Pricing

Pizza Hut has reignited a bundled-dinner pricing battle in Australia that had looked to be a one-on-one-battle between McDonald’s and Burger King. The American pizza chain has introduced its version of a multi-entrée Dinner Box in Australia, this one containing one pan pizza, a tray of its Toscani pasta, four cheese-filled Twist Ups and garlic bread for AU$19.95. That price is for pickup dinners only, however; delivered dinner boxes, some including options such as chicken wings and dip, are priced higher, with an AU$8 delivery surcharge.

Pizza Hut’s new boxed meals follow McDonald’s launch in March of its Family Dinner Box bundled meals. These are three levels of bundled meals, beginning with a AU$19.95 Family Value Dinner Box. It includes two Big Macs, two cheeseburgers and six Chicken McNuggets, with four small fries and two medium and two small soft drinks. The AU$24.95 Family Favourites Box swaps in Quarter Pounder burgers; the Family Selections Box includes top-of-the-line Grand Angus or Mighty Angus burgers for AU$29.95.

McDonald’s doesn’t offer delivery in Australia, so Pizza Hut has a possible point-of-difference advantage if consumers are willing to pay the additional fees for at-your-door meals. TV adverts all play up the delivery convenience. Watch one of Pizza Hut’s commercial here.

McDonald’s subsequently extended its Dinner Box program to neighboring New Zealand. Watch a New Zealand McDonald’s Dinner Box commercial (via DDB Group, Auckland) here.

In New Zealand—but not yet in Australia—Burger King responded to McDonald’s Dinner Box launch with one of its own, rolling out a series of tiered-price bundled meals available only in the evenings. These range from a NZ$10 Big Feed for two to a NZ$25 Midnight Feast for four 

Domino’s Pizza is a factor in the Aussie market, but its marketing currently is focused on Square Puff Pizzas (with puff pastry crust) and Oven Baked Sandwiches.