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At one time, Pizza Hut was the top choice for families and friends to feast on its eat-as-much-as-you-like offering, endless salad selection, and self-serve ice-cream.

But a declining number of patrons are visiting the restaurant these days, and it is reducing 50% of its UK restaurants after being rescued from insolvency for the second instance this year.

“We used to go 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, in her mid-twenties, she says “it's fallen out of favor.”

For a diner in her twenties, certain features Pizza Hut has been known and loved for since it started in the UK in the mid-20th century are now outdated.

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

Because grocery costs have soared, Pizza Hut's buffet-style service has become increasingly pricey to operate. The same goes for its outlets, which are being cut from 132 to just over 60.

The chain, in common with competitors, has also seen its costs increase. This spring, employee wages increased due to higher minimum pay and an increase in employer national insurance contributions.

Chris, 36, and Joanne, 29 say they frequently dined at Pizza Hut for a date “occasionally”, but now they get delivery from a rival chain and think Pizza Hut is “very overpriced”.

Depending on your selection, Pizza Hut and Domino's prices are comparable, notes a food expert.

While Pizza Hut has off-premise options through external services, it is missing out to big rivals which solely cater to this market.

“Another pizza company has succeeded in leading the off-premise pizza industry thanks to strong promotions and frequent offers that make shoppers feel like they're getting a bargain, when in reality the base costs are quite high,” says the expert.

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

“We definitely eat at home now more than we eat out,” says Joanne, matching recent statistics that show a decline in people frequenting quick-service eateries.

Over the summer, quick-service eateries saw a notable decrease in customers compared to last summer.

Moreover, a further alternative to ordered-in pies: the cook-at-home oven pizza.

Will Hawkley, head of leisure and hospitality at an advisory group, points out that not only have retailers been selling premium ready-to-bake pizzas for a long time – some are even promoting countertop ovens.

“Lifestyle changes are also contributing in the popularity of quick-service brands,” says Mr. Hawkley.

The rising popularity of low-carb regimens has increased sales at grilled chicken brands, while hitting sales of carb-heavy pizza, he continues.

Since people dine out not as often, they may seek out a more high-quality meal, and Pizza Hut's classic look with vinyl benches and red and white checked plastic table cloths can feel more old-fashioned than luxurious.

The “explosion of high-quality pizzerias” over the last several years, for example popular brands, has “completely altered the general opinion of what excellent pie is,” notes the culinary analyst.

“A crisp, airy, digestible pizza with a select ingredients, not the overly oily, dense and piled-high pizzas of the past. That, arguably, is what's resulted in Pizza Hut's downfall,” she says.

“Why would anyone spend nearly eighteen pounds on a tiny, mediocre, unsatisfying pizza from a chain when you can get a stunning, expertly crafted classic pizza for a lower price at one of the many authentic Italian pizzerias around the country?

“The decision is simple.”

An independent operator, who operates a pizza van based in a regional area says: “The issue isn’t that fallen out of love with pizza – they just want improved value.”

He says his flexible operation can offer high-quality pie at reasonable rates, and that Pizza Hut had difficulty because it could not keep up with evolving tastes.

From the perspective of an independent chain in Bristol, the proprietor says the sector is broadening but Pizza Hut has failed to offer anything fresh.

“You now have individual slices, artisanal styles, thin crust, sourdough, Neapolitan, Detroit – it's a delightful challenge for a pizza enthusiast to discover.”

The owner says Pizza Hut “needs to reinvent itself” as newer generations don't have any fond memories or allegiance to the company.

Over time, Pizza Hut's market has been divided and allocated to its more modern, agile rivals. To maintain its costly operations, it would have to raise prices – which commentators say is tough at a time when personal spending are shrinking.

The managing director of Pizza Hut's international markets said the buyout aimed “to protect our dining experience and save employment where possible”.

The executive stated its first focus was to continue operating at the open outlets and delivery sites and to assist staff through the restructure.

However with significant funds going into running its restaurants, it may be unable to invest too much in its off-premise division because the market is “difficult and using existing external services comes at a cost”, analysts say.

However, it's noted, reducing expenses by withdrawing from competitive urban areas could be a effective strategy to adapt.