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At one time, Pizza Hut was the top choice for families and friends to feast on its all-you-can-eat buffet, unlimited salad bar, and make-your-own dessert.

Yet not as many diners are choosing the restaurant nowadays, and it is shutting down half of its British outlets after being acquired following financial trouble for the second instance this calendar year.

It was common to visit Pizza Hut when I was a child,” explains one London shopper. “It was a regular outing, you'd go on a Sunday – spend the whole day there.” However, at present, aged 24, she comments “it's not a thing anymore.”

In the view of young customer Martina, some of the very things Pizza Hut has been famous for since it started in the UK in the 1970s are now not-so-hot.

“How they do their buffet and their salad bar, it appears that they are cheapening on their quality and have lower standards... They're giving away so much food and you're like ‘How can they?’”

Since food prices have increased significantly, Pizza Hut's buffet-style service has become quite costly to run. As have its restaurants, which are being sliced from over 130 to just over 60.

The company, like many others, has also faced its costs increase. This spring, employee wages increased due to higher minimum pay and an rise in employer national insurance contributions.

Chris, 36, and Joanne, 29 explain they frequently dined at Pizza Hut for a date “occasionally”, but now they order in another pizza brand and think Pizza Hut is “very overpriced”.

Depending on your order, Pizza Hut and Domino's costs are close, notes an industry analyst.

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

“Domino's has succeeded in leading the delivery market thanks to aggressive marketing and constantly running deals that make shoppers feel like they're getting a bargain, when in reality the standard rates are on the higher side,” explains the analyst.

But for these customers it is justified to get their special meal delivered to their door.

“We definitely eat at home now instead of we eat out,” says Joanne, reflecting recent statistics that show a decline in people going to quick-service eateries.

Over the summer, casual and fast-food restaurants saw a six percent decline in diners compared to the year before.

Additionally, another rival to pizza from eateries: the frozen or fresh pizza.

An industry leader, global lead for leisure at a leading firm, notes that not only have supermarkets been offering premium prepared pies for quite a while – some are even selling home-pizza ovens.

“Evolving preferences are also having an impact in the performance of fast-food chains,” states the expert.

The rising popularity of low-carb regimens has boosted sales at grilled chicken brands, while hitting sales of high-carbohydrate options, he adds.

As people dine out less frequently, they may look for a more premium experience, and Pizza Hut's American-diner style with vinyl benches and traditional décor can feel more retro than premium.

The rise of artisanal pizza places” over the last several years, including popular brands, has “dramatically shifted the public's perception of what quality pizza is,” explains the culinary analyst.

“A light, fresh, easy-to-digest product with a few choice toppings, not the excessively rich, thick and crowded pizzas of the past. This, in my view, is what's resulted in Pizza Hut's decline,” she says.

“What person would spend £17.99 on a tiny, mediocre, unsatisfying pizza from a franchise when you can get a stunning, expertly crafted Margherita for less than ten pounds at one of the many real Italian restaurants around the country?

“It's an easy choice.”

An independent operator, who owns Smokey Deez based in a county in England explains: “It's not that stopped liking pizza – they just want better pizza for their money.”

Dan says his flexible operation can offer premium pizza at accessible prices, and that Pizza Hut faced challenges because it failed to adapt with evolving tastes.

At Pizzarova in Bristol, the founder says the sector is broadening but Pizza Hut has not provided anything fresh.

“Currently available are individual slices, regional varieties, thin crust, artisan base, traditional Italian, Detroit – it's a delightful challenge for a pizza-loving consumer to explore.”

Jack says Pizza Hut “should transform” as newer generations don't have any emotional connection or allegiance to the brand.

Over time, Pizza Hut's share has been divided and spread to its fresher, faster alternatives. To maintain its costly operations, it would have to increase costs – which commentators say is difficult at a time when family finances are shrinking.

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

It was explained its first focus was to continue operating at the remaining 64 restaurants and off-premise points and to help employees through the transition.

But with so much money going into operating its locations, it probably cannot to invest too much in its takeaway operation because the industry is “complicated and working with existing delivery apps comes at a expense”, commentators say.

But, he adds, reducing expenses by withdrawing from crowded locations could be a smart move to evolve.