The Hut
- Brand
- Pizza Hut
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- In-Game
- Agency
- Agency: Iris
Objective
Pizza Hut wanted to build awareness and credibility with younger audiences across 30 European markets, in step with its push to feel "younger and everyday." Roblox already had a wave of unofficial pizza games, so the brand wanted its own official space where that audience could play, chat and build under its name.
Solution
Players spawn into a giant Pizza Hut-branded world and head for an obstacle course, choosing between easy, medium and hard obby runs; clearing them unlocks abilities like a double jump and an air dash. From there they fan out across the map collecting pepperoni, pineapple, ham, tomato and mozzarella, plus hidden golden pizza slices, glowing mushrooms and Slices of Armour pieces. Ingredients get carried to the central Pizza Maker, where players team up to catapult them onto giant pizza bases, cooking one shared pie together. Completing objectives earns quest badges, and chatting with the pizzahutofficial account unlocks a UGC item, the Pizza Hut Red Cup. Later live events, like the Hutathlon, added timed minigames — Obby Delivery, Extreme Food Tag, !X! Delivery !X! — each with its own medals to chase.
Results
Since launching across 30 European markets, the experience has drawn 312,679 visits and 1,560 favorites. 100,067 players collected 10 ingredients, 31,176 reached the first obby checkpoint, 17,063 cleared the easy obby, and 16,514 made their first pizza. A follow-up Hutathlon live event drew 662 participants.
- 1
"The Hut" opens as a standard Roblox experience: players load into a surreal pizza-themed world from the Pizza Hut Official page and press Play.
- 2
Reaching the first checkpoint earns the Safe Landing badge, an early marker of progress.
- 3
Players then roam the open area around the giant Hut, where items and abilities are scattered across a surreal pizza landscape.
- 4
Collecting scattered ingredients is a core activity, tracked by type toward set targets — pepperoni, pineapple or ham slices, whole tomatoes, mozzarella balls, sodas — with the tenth item collected awarding the Prep School badge.
- 5
An easy obstacle course climbs above the clouds; finishing it grants the Above the Clouds badge and a permanent double-jump ability.
- 6
A medium-difficulty obby follows, rewarding an Air Dash ability that opens up previously inaccessible areas.
- 7
A hard obby caps the obstacle-course progression, with a rare Treasure Hunter badge going to only a small fraction of players.
- 8
Separate search quests run alongside the obbies, sending players after golden pizza slices, glowing mushrooms outside the Hut, and Slices of Armour.
- 9
With ingredients gathered, players converge on the shared Pizza Maker at the Hut's center — a communal hub for up to 40 players per server — where they take turns at catapults launching ingredients onto a jointly built pizza base; badges track cumulative pizzas completed, from a first Apprentice Chef through Sous Chef and Head Chef.
- 10
Outside the core loop, players can seek out the pizzahutofficial in-game account to unlock a UGC Red Cup item for their avatar, and the experience periodically runs live events, such as the Hutathlon minigames and !X! Delivery !X!, each with its own badges.
