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Once, the popular pizza chain was the top choice for parents and children to indulge in its unlimited dining experience, endless salad selection, and ice cream with toppings.

However fewer customers are choosing the restaurant currently, and it is reducing 50% of its UK outlets after being acquired following financial trouble for the second time this calendar year.

I remember going Pizza Hut when I was a child,” explains a young adult. “It was like a family thing, you'd go on a Sunday – make a day of it.” Today, aged 24, she comments “it's no longer popular.”

In the view of young customer Martina, the very elements Pizza Hut has been known and loved for since it started in the UK in the mid-20th century are now not-so-hot.

“How they do their buffet and their salad bar, it feels like they are cutting corners and have lower standards... They provide so much food and you're like ‘How is that possible?’”

Because ingredient expenses have increased significantly, Pizza Hut's buffet-style service has become increasingly pricey to maintain. As have its locations, which are being cut from over 130 to a smaller figure.

The chain, like many others, has also experienced its expenses go up. Earlier this year, employee wages jumped due to rises in minimum wages and an rise in employer social security payments.

A couple in their thirties and twenties explain they frequently dined at Pizza Hut for a date “occasionally”, but now they choose Domino's and think Pizza Hut is “too expensive”.

According to your choices, Pizza Hut and Domino's prices are close, says an industry analyst.

Even though Pizza Hut has takeaway and deliveries through third-party apps, it is losing out to larger chains which focus exclusively to off-premise dining.

“The rival chain has succeeded in leading the delivery market thanks to strong promotions and constantly running deals that make shoppers feel like they're saving money, when in reality the original prices are relatively expensive,” notes the analyst.

Yet for Chris and Joanne it is worth it to get their special meal brought to their home.

“We absolutely dine at home now more than we eat out,” explains Joanne, matching current figures that show a decline in people frequenting informal dining spots.

During the summer months, informal dining venues saw a notable decrease in diners compared to last summer.

Additionally, one more competitor to ordered-in pies: the supermarket pizza.

Will Hawkley, senior partner at an advisory group, notes that not only have supermarkets been providing premium ready-to-bake pizzas for years – some are even selling countertop ovens.

“Shifts in habits are also having an impact in the popularity of fast-food chains,” says the expert.

The rising popularity of protein-rich eating plans has increased sales at grilled chicken brands, while affecting sales of dough-based meals, he continues.

Since people dine out more rarely, they may seek out a more premium experience, and Pizza Hut's American-diner style with comfortable booths and traditional décor can feel more dated than upmarket.

The growth of premium pizza outlets” over the last 10 to 15 years, including popular brands, has “fundamentally changed the consumer view of what good pizza is,” notes the culinary analyst.

“A thin, flavorful, gentle crust with a few choice toppings, not the excessively rich, thick and crowded pizzas of the past. That, I think, is what's caused Pizza Hut's struggles,” she states.

“Why would anyone spend nearly eighteen pounds on a small, substandard, disappointing pizza from a large brand when you can get a stunning, expertly crafted classic pizza for under a tenner at one of the many real Italian restaurants around the country?

“It's a no-brainer.”

An independent operator, who runs Smokey Deez based in a regional area says: “The issue isn’t that stopped liking pizza – they just want better pizza for their money.”

Dan says his adaptable business can offer high-quality pie at accessible prices, and that Pizza Hut had difficulty because it could not keep up with evolving tastes.

According to Pizzarova in Bristol, owner Jack Lander says the sector is broadening but Pizza Hut has failed to offer anything innovative.

“There are now slice concepts, London pizza, new haven, fermented dough, traditional Italian, Detroit – it's a wonderful array for a pie fan to discover.”

He says Pizza Hut “should transform” as younger people don't have any emotional connection or attachment to the company.

Over time, Pizza Hut's share has been divided and allocated to its more modern, agile alternatives. To keep up its expensive staffing and restaurants, it would have to charge more – which industry analysts say is tough at a time when household budgets are tightening.

The leadership of Pizza Hut's overseas branches said the buyout aimed “to protect our guest experience and retain staff where possible”.

The executive stated its key goal was to continue operating at the surviving locations and off-premise points and to support colleagues through the transition.

However with significant funds going into operating its locations, it probably cannot to allocate significant resources in its delivery service because the market is “difficult and partnering with existing external services comes at a cost”, commentators say.

Still, experts suggest, lowering overhead by exiting competitive urban areas could be a good way to evolve.