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In the past, the popular pizza chain was the go-to for groups and loved ones to indulge in its all-you-can-eat buffet, endless salad selection, and ice cream with toppings.

But a declining number of patrons are choosing the restaurant these days, and it is shutting down half of its UK restaurants after being rescued from insolvency for the second time this calendar year.

“We used to go Pizza Hut when I was a child,” says Prudence. “It was a regular outing, you'd go on a Sunday – spend the whole day there.” However, at present, in her mid-twenties, she comments “it's not a thing anymore.”

For 23-year-old Martina, certain features Pizza Hut has been recognized for since it started in the UK in the 1970s are now not-so-hot.

“The manner in which they do their all-you-can-eat and their salad station, it feels like they are cutting corners and have reduced quality... They offer so much food and you're like ‘How can they?’”

As food prices have risen sharply, Pizza Hut's buffet-style service has become quite costly to run. Similarly, its restaurants, which are being cut from over 130 to 64.

The chain, like many others, has also seen its costs increase. Earlier this year, staffing costs increased due to rises in minimum wages 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 order in Domino's and think Pizza Hut is “very overpriced”.

Based on your order, Pizza Hut and Domino's costs are similar, notes a culinary author.

While Pizza Hut has off-premise options through third-party apps, it is missing out to larger chains which focus exclusively to the delivery sector.

“Domino's has managed to dominate the delivery market thanks to strong promotions and ongoing discounts that make consumers feel like they're getting a bargain, when in reality the original prices are on the higher side,” notes the analyst.

But for the couple it is worth it to get their date night sent directly.

“We predominantly have meals at home now more than we eat out,” says Joanne, echoing latest data that show a drop in people frequenting informal dining spots.

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

There is also another rival to ordered-in pies: the frozen or fresh pizza.

An industry leader, head of leisure and hospitality at a major consultancy, points out that not only have supermarkets been offering good-standard oven-ready pizzas for years – some are even offering home-pizza ovens.

“Shifts in habits are also playing a factor in the popularity of casual eateries,” says the analyst.

The growing trend of high protein diets has increased sales at poultry outlets, while reducing sales of dough-based meals, he adds.

Since people visit restaurants not as often, they may seek out a more high-quality meal, and Pizza Hut's American-diner style with booth seating and traditional décor can feel more retro than luxurious.

The growth of high-quality pizzerias” over the last decade and a half, for example new entrants, has “dramatically shifted the consumer view of what quality pizza is,” says the food expert.

“A thin, flavorful, gentle crust with a carefully curated additions, not the excessively rich, thick and crowded pizzas of the past. That, arguably, is what's resulted in Pizza Hut's decline,” she says.

“Who would choose to spend a high price on a small, substandard, disappointing pizza from a chain when you can get a gorgeous, skillfully prepared classic pizza 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 a small business based in Suffolk says: “It's not that fallen out of love with pizza – they just want better pizza for their money.”

Dan says his adaptable business can offer premium pizza at affordable costs, and that Pizza Hut had difficulty because it was unable to evolve with changing preferences.

According to Pizzarova in a UK location, the founder says the pizza market is expanding but Pizza Hut has not provided anything innovative.

“There are now slice concepts, regional varieties, new haven, sourdough, traditional Italian, Detroit – it's a heavenly minefield for a pie fan to explore.”

Jack says Pizza Hut “must rebrand” as the youth don't have any sense of nostalgia or loyalty to the brand.

In recent years, Pizza Hut's customer base has been sliced up and spread to its fresher, faster alternatives. To sustain its costly operations, it would have to charge more – which industry analysts say is challenging at a time when household budgets are shrinking.

A senior executive of Pizza Hut's global operations said the rescue aimed “to ensure our guest experience and retain staff where possible”.

It was explained its key goal was to keep running at the surviving locations and delivery sites and to help employees through the transition.

But with so much money going into maintaining its outlets, it probably cannot to invest too much in its delivery service because the market is “difficult and partnering with existing external services comes at a price”, analysts say.

But, he adds, cutting its costs by leaving competitive urban areas could be a smart move to adapt.