Pizza Hut explores the burger business with LTO

PLANO, TEXAS — Beginning May 14, Pizza Hut, a subsidiary of Yum! Brands, is entering the burger business with an innovative take on the American classic. The new Cheeseburger Melt ditches the bun for a thin parmesan-coated crust, folded and filled with beef, applewood-smoked bacon, onions, mozzarella and cheddar cheese, served with Burger Sauce on the side.

“As a brand known for exceptional pizzas, venturing into the burger business is an exciting first for us,” said Lindsay Morgan, chief marketing officer at Pizza Hut. “We thought we’d kick off our burger journey with something bold. That’s why we’re making waves in burger chain drive thrus, serving up our delicious new Cheeseburger Melt for all you burger lovers out there.”

Pizza Hut’s new portable, crunchy handheld item oozes with cheese and features the restaurant’s signature Thin N’ Crispy crust. In addition to cheeseburger, Pizza Hut Melts are available in four other recipes: Pepperoni Lover’s served with marinara dipping sauce, Buffalo Chicken served with buffalo and ranch dipping sauce, Chicken Bacon Parmesan served with ranch, and Meat Lover’s served with marinara.

“Unlike a traditional cheeseburger, the Cheeseburger Melt dips perfectly into what we would argue is the world’s best burger dipping sauce,” said Rachel Antalek, chief food innovation officer at Pizza Hut. “We challenge you to find a better burger and sauce experience.”

As part of the item’s debut, Pizza Hut is encouraging consumers to cheat on their usual burger chain with the Cheeseburger Melt. Pizza Hut is deploying delivery drivers to make appearances at different fast-food burger chain drive thrus, where customers can scan a QR code asking if they want a “better burger.” Upon entering, consumers get the chance to redeem a coupon for a free Cheeseburger Melt paired with a Pepsi while supplies last.

The Cheeseburger Melt is also part of the new My Hut Box Offer that allows guests to choose between Melts or a two-topping Personal Pan Pizza, plus a side of fries or four boneless wings and a 20 oz drink. My Hut Boxes are now available starting at $6.99 at participating Pizza Hut restaurants nationwide.