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At one time, the popular pizza chain was the favorite for families and friends to indulge in its eat-as-much-as-you-like offering, help-yourself greens station, and self-serve ice-cream.

Yet fewer diners are visiting the brand currently, and it is closing 50% of its UK locations after being rescued from insolvency for the second time this calendar year.

I remember going Pizza Hut when I was a child,” notes one London shopper. “It was a regular outing, you'd go on a Sunday – spend the whole day there.” Today, in her mid-twenties, she says “it's not a thing anymore.”

According to 23-year-old Martina, the very elements Pizza Hut has been famous for since it started in the UK in the mid-20th century are now outdated.

“The way they do their all-you-can-eat and their salad station, it appears that they are cutting corners and have inferior offerings... They're giving away so much food and you're like ‘How?’”

Since food prices have soared, Pizza Hut's unlimited dining format has become quite costly to operate. The same goes for its outlets, which are being sliced from over 130 to just over 60.

The chain, similar to other firms, has also seen its operating costs rise. This spring, staffing costs rose due to rises in minimum wages and an rise in employer taxes.

A couple in their thirties and twenties mention they frequently dined at Pizza Hut for a date “every now and then”, but now they get delivery from Domino's and think Pizza Hut is “very overpriced”.

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

While Pizza Hut has takeaway and deliveries through external services, it is losing out to big rivals which solely cater to this market.

“The rival chain has succeeded in leading the delivery market thanks to strong promotions and frequent offers that make shoppers feel like they're getting a bargain, when in reality the standard rates are relatively expensive,” says the analyst.

Yet for the couple it is acceptable to get their date night sent directly.

“We definitely eat at home now more than we eat out,” explains Joanne, echoing current figures that show a decline in people frequenting quick-service eateries.

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

There is also a further alternative to ordered-in pies: the frozen or fresh pizza.

An industry leader, global lead for leisure at a major consultancy, points out that not only have retailers been providing premium prepared pies for a long time – some are even selling home-pizza ovens.

“Lifestyle changes are also contributing in the success of casual eateries,” says the expert.

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

Because people visit restaurants not as often, they may prefer a more high-quality meal, and Pizza Hut's American-diner style with comfortable booths and nostalgic table settings can feel more old-fashioned than premium.

The “explosion of artisanal pizza places” over the last decade and a half, including popular brands, has “fundamentally changed the consumer view of what good pizza is,” notes the industry commentator.

“A crisp, airy, digestible pizza with a few choice toppings, not the massively greasy, heavy and overloaded pizzas of the past. That, arguably, is what's led to Pizza Hut's decline,” she says.

“Who would choose to spend £17.99 on a modest, low-quality, underwhelming pizza from a chain when you can get a stunning, expertly crafted traditional pie for a lower price at one of the many real Italian restaurants around the country?

“It's an easy choice.”

A mobile pizza vendor, who runs Smokey Deez based in Suffolk comments: “People haven’t lost interest in pizza – they just want better pizza for their money.”

Dan says his adaptable business can offer gourmet pizza at accessible prices, and that Pizza Hut had difficulty because it failed to adapt with new customer habits.

At a small pizza brand in Bristol, the proprietor says the sector is expanding but Pizza Hut has neglected to introduce anything new.

“Currently available are individual slices, artisanal styles, thin crust, artisan base, traditional Italian, Detroit – it's a delightful challenge for a pizza enthusiast to explore.”

Jack says Pizza Hut “should transform” as younger people don't have any fond memories or loyalty to the company.

Gradually, Pizza Hut's customer base has been fragmented and allocated to its more modern, agile competitors. To maintain its costly operations, it would have to raise prices – which experts say is difficult at a time when household budgets are tightening.

The managing director of Pizza Hut's overseas branches said the acquisition aimed “to protect our guest experience and protect jobs where possible”.

The executive stated its immediate priority was to continue operating at the open outlets and takeaway hubs and to help employees through the transition.

But with large sums going into operating its locations, it likely can't afford to allocate significant resources in its off-premise division because the sector is “complicated and using existing delivery apps comes at a expense”, experts say.

But, he adds, reducing expenses by withdrawing from oversaturated towns and city centres could be a good way to evolve.