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Once, the popular pizza chain was the top choice for families and friends to enjoy its all-you-can-eat buffet, help-yourself greens station, and ice cream with toppings.

Yet a declining number of patrons are frequenting the brand nowadays, and it is reducing half of its British outlets after being rescued from insolvency for the second instance this year.

It was common to visit Pizza Hut when I was a child,” explains Prudence. “It was like a family thing, you'd go on a Sunday – turn it into an event.” Today, aged 24, she states “it's no longer popular.”

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

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

Because ingredient expenses have increased significantly, Pizza Hut's all-you-can-eat model has become quite costly to maintain. The same goes for its outlets, which are being reduced from a large number to a smaller figure.

The company, similar to other firms, has also experienced its expenses increase. This spring, labor expenses rose due to increases in the legal wage floor and an rise in employer national insurance contributions.

A couple in their thirties and twenties say 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 “too expensive”.

Depending on your selection, Pizza Hut and Domino's costs are comparable, explains a food expert.

Even though Pizza Hut does offer off-premise options through third-party apps, it is missing out to major competitors which specialize to this market.

“Domino's has taken over the takeaway pizza sector thanks to strong promotions and frequent offers that make consumers feel like they're finding a good deal, when in reality the original prices are on the higher side,” explains the analyst.

However for the couple it is acceptable to get their special meal sent directly.

“We predominantly have meals at home now rather than we eat out,” comments Joanne, echoing current figures that show a decline in people visiting quick-service eateries.

During the summer months, informal dining venues saw a six percent decline in customers compared to the previous year.

Moreover, another rival to ordered-in pies: the supermarket pizza.

Will Hawkley, global lead for leisure at a leading firm, points out that not only have grocery stores been offering premium ready-to-bake pizzas for a long time – some are even promoting home-pizza ovens.

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

The increased interest of protein-rich eating plans has increased sales at poultry outlets, while affecting sales of dough-based meals, he adds.

Because people visit restaurants less frequently, they may seek out a more upscale outing, and Pizza Hut's American-diner style with booth seating and traditional décor can feel more old-fashioned than premium.

The rise of high-quality pizzerias” over the last 10 to 15 years, for example popular brands, has “fundamentally changed the public's perception of what good pizza is,” notes the culinary analyst.

“A crisp, airy, digestible pizza with a few choice toppings, not the overly oily, dense and piled-high pizzas of the past. This, in my view, is what's led to Pizza Hut's decline,” she comments.

“Why would anyone spend a high price on a modest, low-quality, underwhelming pizza from a franchise when you can get a gorgeous, skillfully prepared classic pizza for less than ten pounds at one of the many traditional pizzerias around the country?

“The decision is simple.”

An independent operator, who runs Smokey Deez based in a county in England comments: “People haven’t stopped liking pizza – they just want improved value.”

Dan says his flexible operation can offer gourmet pizza at affordable costs, and that Pizza Hut faced challenges because it could not keep up with evolving tastes.

From the perspective of an independent chain in a city in southwest England, the proprietor says the sector is expanding but Pizza Hut has failed to offer anything fresh.

“You now have slice concepts, London pizza, New Haven-style, fermented dough, traditional Italian, Detroit – it's a heavenly minefield for a pizza enthusiast to discover.”

He says Pizza Hut “must rebrand” as newer generations don't have any fond memories or attachment to the company.

Over time, Pizza Hut's customer base has been sliced up and spread to its fresher, faster alternatives. To sustain its expensive staffing and restaurants, it would have to increase costs – which experts say is difficult at a time when household budgets are decreasing.

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

It was explained its first focus was to keep running at the surviving locations and off-premise points and to help employees through the transition.

However with large sums going into running its restaurants, it may be unable to spend heavily in its off-premise division because the market is “complicated and using existing third-party platforms comes at a cost”, analysts say.

Still, experts suggest, reducing expenses by leaving competitive urban areas could be a effective strategy to adjust.