How Enrico Put The Spice Back In Pizza Hut

For a taste of what Roger A. Enrico's glitzy brand of marketing can do to reignite a business, look no further than Pizza Hut. In 1994, with the pizza market flat and a host of rival restaurants slashing prices, operating profits at the world's largest pizza chain plunged 21%. That slide dragged PepsiCo Inc.'s restaurant division to its first decline in operating profits in 15 years. "It was certainly a wake-up call for us," says Allan S. Huston, chief executive officer of Pizza Hut Inc. "We'd lost our way a little bit."

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