Executive Summary Background In 1997 Pizza Hut, Inc. plans to make a $2 billion investment to modify existing restaurants or to build new ones. This involves everything from updating the design and decor to providing new ways to sell the product to the consumer. Pizza Hut, Inc. has requested that the NMSU American Advertising Federation create an integrated marketing communications campaign that will introduce these changes to the target audience. The purposc of this local pilot study was to determine the target audience's attitude toward eating at full service restaurants. Ultimately, the results of this study will be used to create a national survey. Results may also be used to make preliminary decisions regarding a national advertising campaign for Pizza Hut, Inc In defining the limits of this study, several areas were identified including: determining the target audience's attitude toward eating at restaurants, defining the target audience's behavior relative to its decision to dine out, determining what restaurant services, selection, or other variable the target audience likes most when eating out, identifying the extent to which the target audient dines at Pizza Hut, Inc. restaurants, and determining the target audience's media habits This research design consisted of exploratory research conducted through a local pilot survey The samplc dcsign sclected for the survey included adults between the ages of 18 and 49. Local target audience members provided the database for this study. The selection of sand g etpt, respondents was done by convenience sampling. The survey was distributed via mall int and was also distributed by NMsu American Advertising Federation members to their acquaintances within the target audience age group. The total number of target audience members surveyed was 100. There was a 100% response rate. Results Consumer behavior Most respondents(42%)said they get food to carryout"1-2 times a week. " In general, 65% of respondents get carryout at least once a week, and 34 of respondents rout at least once a month. Men get carryout more frequently than women. Most respondents(39%)eat in a full service restaurant"once a month In general, 43 of respondents said they eat at a full service restaurant at least once a week and 56% of respondents said they eat in a full service restaurant at least once a month. Women and people with incomes of $45,000 or more are more likely to eat in a full service restaurant more In general, 6% eef respondents eat pizza at least once a month and 3 1 %eat pizza at least once a week/Men, people ages 18-24 and people who make $25,000 or more eat pizza most frequentl The majority of respondents(68%)said they eat at Pizza Hut"once a month"and over half of these respondents were women