Pizza Hut, like a lot of brands, occasionally seems to get ashamed of its own branding and run away from it. (See also the interior McDonald's now looking like a generic Starbucks.)
All of these companies should ignore the consultants telling them that if they were more generic, they'd make more money. I'm skeptical that it works in the short run and in the long run, you're chipping away at what people love about your brand.
How many people can vividly remember going to a Pizza Hut back in the day, drinking out of the textured red cups, having a plastic pitcher of soda for the table, over which hung a faux Tiffany lamp?