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Once, Pizza Hut was the favorite for families and friends to indulge in its all-you-can-eat buffet, unlimited salad bar, and ice cream with toppings.

However not as many patrons are frequenting the brand these days, and it is shutting down 50% of its British locations after being acquired following financial trouble for the second occasion this year.

I remember going Pizza Hut when I was a child,” says a young adult. “It was a regular outing, you'd go on a Sunday – spend the whole day there.” Today, aged 24, she states “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 1970s are now not-so-hot.

“The way they do their buffet and their salad bar, it seems as if they are cheapening on their quality and have inferior offerings... They offer so much food and you're like ‘How is that possible?’”

As food prices have soared, Pizza Hut's all-you-can-eat model has become increasingly pricey to operate. As have its restaurants, which are being reduced from a large number to a smaller figure.

The company, like many others, has also experienced its operating costs go up. This spring, labor expenses increased due to rises in minimum wages and an rise in employer taxes.

Chris, 36, and Joanne, 29 mention they would often visit at Pizza Hut for a date “occasionally”, but now they choose Domino's and think Pizza Hut is “very overpriced”.

According to your choices, Pizza Hut and Domino's costs are comparable, says a culinary author.

Although Pizza Hut has off-premise options through external services, it is falling behind to larger chains which specialize to the delivery sector.

“Another pizza company has succeeded in leading the off-premise pizza industry thanks to strong promotions and ongoing discounts that make consumers feel like they're saving money, when in reality the original prices are quite high,” explains the specialist.

However for these customers it is worth it to get their evening together sent directly.

“We absolutely dine at home now instead of we eat out,” explains one of the diners, reflecting recent statistics that show a decline in people going to casual and fast-food restaurants.

During the summer months, quick-service eateries saw a 6% drop in patrons compared to last summer.

There is also a further alternative to restaurant and takeaway pizzas: the frozen or fresh pizza.

Will Hawkley, global lead for leisure at an advisory group, explains that not only have retailers been providing good-standard ready-to-bake pizzas for years – some are even selling countertop ovens.

“Lifestyle changes are also contributing in the popularity of quick-service brands,” says the analyst.

The growing trend of low-carb regimens has increased sales at chicken shops, while reducing sales of dough-based meals, he continues.

Since people visit restaurants not as often, they may prefer a more upscale outing, and Pizza Hut's American-diner style with comfortable booths and traditional décor can feel more retro than premium.

The rise of premium pizza outlets” over the last decade and a half, including boutique chains, has “dramatically shifted the public's perception of what quality pizza is,” explains the culinary analyst.

“A light, fresh, easy-to-digest product with a select ingredients, not the massively greasy, heavy and overloaded pizzas of the past. That, arguably, is what's resulted in Pizza Hut's struggles,” she states.

“Why would anyone spend £17.99 on a modest, low-quality, underwhelming pizza from a franchise when you can get a gorgeous, skillfully prepared traditional pie for under a tenner at one of the many traditional pizzerias around the country?

“It's an easy choice.”

A mobile pizza vendor, who operates a small business based in a regional area says: “It's not that stopped liking pizza – they just want higher quality at a fair price.”

He says his adaptable business can offer premium pizza at reasonable rates, and that Pizza Hut had difficulty because it could not keep up with changing preferences.

From the perspective of a small pizza brand in a city in southwest England, the founder says the pizza market is expanding but Pizza Hut has not provided anything fresh.

“Currently available are slice concepts, regional varieties, new haven, artisan base, traditional Italian, rectangular – it's a delightful challenge for a pie fan to discover.”

Jack says Pizza Hut “needs to reinvent itself” as younger people don't have any fond memories or allegiance to the brand.

In recent years, Pizza Hut's customer base has been fragmented and spread to its trendier, more nimble alternatives. To maintain its expensive staffing and restaurants, it would have to increase costs – which industry analysts say is challenging at a time when household budgets are decreasing.

The leadership of Pizza Hut's global operations said the acquisition aimed “to safeguard our dining experience and save employment where possible”.

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

However with large sums going into operating its locations, it likely can't afford to allocate significant resources in its takeaway operation because the market is “difficult and partnering with existing external services comes at a price”, analysts say.

Still, experts suggest, lowering overhead by exiting competitive urban areas could be a effective strategy to adapt.