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At one time, Pizza Hut was the go-to for families and friends to indulge in its unlimited dining experience, help-yourself greens station, and make-your-own dessert.

Yet a declining number of diners are frequenting the brand nowadays, and it is shutting down half of its British locations after being acquired following financial trouble for the second time this calendar year.

“We used to go Pizza Hut when I was a child,” says one London shopper. “It was a tradition, you'd go on a Sunday – spend the whole day there.” However, at present, as a young adult, she says “it's no longer popular.”

According to young customer Martina, the very elements Pizza Hut has been recognized for since it launched in the UK in the mid-20th century are now not-so-hot.

“The manner in which they do their buffet and their salad station, it appears that they are cutting corners and have reduced quality... They offer so much food and you're like ‘How?’”

Since grocery costs have risen sharply, Pizza Hut's all-you-can-eat model has become increasingly pricey to maintain. As have its locations, which are being reduced from 132 to 64.

The company, like many others, has also faced its operating costs increase. In April this year, employee wages increased due to rises in minimum wages and an increase in employer taxes.

Chris, 36, and Joanne, 29 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 “not good value”.

According to your choices, Pizza Hut and Domino's prices are close, explains a food expert.

While Pizza Hut provides takeaway and deliveries through third-party apps, it is missing out to major competitors which specialize to the delivery sector.

“The rival chain has managed to dominate the takeaway pizza sector thanks to aggressive marketing and constantly running deals that make shoppers feel like they're saving money, when in reality the original prices are relatively expensive,” notes the specialist.

But for Chris and Joanne it is acceptable to get their special meal brought to their home.

“We absolutely dine at home now rather than we eat out,” explains one of the diners, matching current figures that show a drop in people going to informal dining spots.

In the warmer season, casual and fast-food restaurants saw a 6% drop in diners compared to the year before.

Moreover, one more competitor to restaurant and takeaway pizzas: the supermarket pizza.

Will Hawkley, senior partner at an advisory group, explains that not only have grocery stores been offering good-standard ready-to-bake pizzas for quite a while – some are even offering countertop ovens.

“Evolving preferences are also contributing in the success of fast-food chains,” states Mr. Hawkley.

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

Since people visit restaurants less frequently, they may prefer a more upscale outing, and Pizza Hut's American-diner style with vinyl benches and traditional décor can feel more dated than premium.

The growth of high-quality pizzerias” over the last 10 to 15 years, for example popular brands, has “fundamentally changed the public's perception of what excellent pie is,” says the food expert.

“A crisp, airy, digestible pizza with a few choice toppings, not the massively greasy, heavy and overloaded pizzas of the past. This, in my view, is what's caused Pizza Hut's decline,” she states.

“What person would spend £17.99 on a modest, low-quality, underwhelming pizza from a large brand when you can get a stunning, expertly crafted traditional pie for less than ten pounds at one of the many authentic Italian pizzerias around the country?

“It's a no-brainer.”

Dan Puddle, who owns a small business based in Suffolk says: “The issue isn’t that lost interest in pizza – they just want higher quality at a fair price.”

He says his mobile setup can offer gourmet pizza at accessible prices, and that Pizza Hut had difficulty because it could not keep up with changing preferences.

According to an independent chain in a city in southwest England, owner Jack Lander says the industry is broadening but Pizza Hut has not provided anything innovative.

“You now have slice concepts, London pizza, new haven, sourdough, traditional Italian, deep-dish – it's a heavenly minefield for a pie fan to discover.”

Jack says Pizza Hut “must rebrand” as the youth don't have any sense of nostalgia or loyalty to the chain.

Gradually, Pizza Hut's share has been sliced up and distributed to its fresher, faster alternatives. To keep up its expensive staffing and restaurants, it would have to increase costs – which industry analysts say is difficult at a time when family finances are decreasing.

The leadership of Pizza Hut's overseas branches said the rescue aimed “to protect our customer service and protect jobs where possible”.

He said its first focus was to continue operating at the surviving locations and off-premise points and to assist staff through the change.

But with significant funds going into running its restaurants, it may be unable to spend heavily in its delivery service because the sector is “complex and partnering with existing third-party platforms comes at a price”, analysts say.

However, it's noted, lowering overhead by leaving oversaturated towns and city centres could be a smart move to adapt.