Pizza Hut has withdrawn its all-you-can eat Ramadan offer in Pakistan prompting howls of fury from thousands of hungry families used to breaking their fast with plate after plate of deep pan or thin crust, according to a report in The Telegraph.
Instead the chain said it wants to reduce “gluttony” by limiting customers to a single regular pizza in its Ramadan Fiesta offer.
In previous years Pizza Hut restaurants would be packed for the evening meal of Iftar, as diners starving from a day of fasting would fill their bellies with pizza after pizza for as little as £7 – a figure industry analysts said was unsustainable.
Furious fast food fans have taken to social media to complain at the new, cheaper deal, which is still advertised as an “all-you-can” offer.
“Pathetic and a misleading deal. It’s only one regular pizza with bottomless Pepsi, not all you can eat,” said one post on Pizza Hut Pakistan’s Facebook page.
Imran Khan, a student and regular customer at a branch in Karachi, said: “The place was always packed in the evening. For a lot of people it had become a Ramadan tradition so this change is very sad.”
Marya Khan, of Pizza Hut Pakistan, said the offer was more in keeping with the spirit of the holy month of Ramadan.
“The former all-you-can-eat format served as an unrestrained invitation to gluttony and waste, colliding with the very spirit of Ramadan,” she said.
“For those who do not consider Iftar deal as a means of just gorging after sunset, then the new Ramadan Fiesta offered by Pizza Hut is a well-balanced and valuable deal to enjoy finest pizza at a value price.”
Pizza Hut in Pakistan was one of many fast food restaurants to have benefited from a move away from the traditional Iftar meal of spiced fruit salad, chickpeas and dates.
As an alternative, many people are turning to Chinese buffets or burger joints although pakoras – vegetable or chicken fritters - remain the most popular way to break the Ramadan fast, according to a recent survey by Gallup Pakistan.