Checkoff's Pizza Strategy Finding Success in Indonesia, Japan

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4 min read 1/16/2025

Vice President, Global Growth Platforms & Partnerships, Dairy Management Inc.

Nancy Gannon

It can be a little mind boggling to consider that about 95% of the world’s population lives outside of the United States.

This presents – literally – a world of opportunity for the dairy checkoff.

Dairy Management Inc.’s (DMI) strategy of working with and through powerful partners, including quick-serve restaurant (QSR) chains, has long delivered sales-driving results for farmers and importers. Chains including Taco Bell, McDonald’s and Domino’s continue working with the checkoff to develop innovative, dairy-centric menu options for their billions of customers, while putting their advertising and marketing dollars behind these products.

Because this plan works so well domestically, it only made sense to take it globally to find more ways that drive sales of U.S.-produced dairy. DMI’s work happens with support from the checkoff-founded U.S. Dairy Export Council, which has experts who understand the international marketplace and cultural nuances to help navigate our efforts.

What we found should be of no surprise: when it comes to foods that are universally loved, pizza is near the top of the list, and we are seeing just how much in places such as Indonesia and Japan.

The checkoff has a partnership with Pizza Hut – the world’s second-largest pizza chain – in each country, where we are seeing exciting innovations and marketing efforts driving consumption of pizza that uses U.S.-produced cheese.

Here are summaries of each partnership.

Pizza Hut Indonesia: Innovating for a Young Audience

Indonesia represents a vibrant, youthful market with an average age of just 29. These consumers seek Instagram- and TikTok-buzzworthy and social food experiences, and Pizza Hut has tapped into this desire by introducing innovative limited-time offers (LTOs) that leverage pizza consumption in exciting ways.

One product is Pizza Hut Melts, a handheld calzone-style creation filled with U.S. cheese and customizable toppings. By collaborating with local music artists to promote the Melts, Pizza Hut has successfully engaged the youth market, blending music and food culture in a manner that appeals to Gen Z Indonesians. 

Additionally, the Quartza Pizza addresses the multigenerational family structure typical in Indonesia. With four distinct crusts, cheeses and toppings, it allows families to enjoy shared meals while catering to diverse tastes, making mealtime a collective and fun experience.

During the Ramadan holiday, Pizza Hut Indonesia launched an extra spicy pizza campaign that resonated with local traditions. By positioning the product within the context of family gatherings – where food plays a central role – the campaign not only celebrated cultural practices but drove substantial sales. The humor of “Mom’s spicy tongue” became a relatable touchpoint, showcasing how marketing strategies can connect with local customs.

But maybe most eye-catching is the Cheese Overflow strategy, where U.S. mozzarella is poured over the chain’s pizza, pasta or chicken dishes, and then flame torched, highlighting just how far the partnership’s boundaries can deliciously stretch. This dining experience has been so well-received that it was extended to a three-month campaign and with the checkoff’s support remains one of its most successful LTOs to date.

Pizza Hut Japan: Creating Cultural Relevance

The Pizza Hut Japan partnership has similarly fostered a culture of innovation. Recent campaigns have effectively blended local traditions with U.S. cheese, positioning it as a premium product. The introduction of LTOs, such as the Tsukimi handheld Melt (similar to a calzone) featuring a soft golden egg yolk center, captures the Japanese tradition of the autumn moon-viewing festival, while creating a culture-food connection featuring U.S.-produced cheese.

One of the most exciting developments is the establishment of Huttoe Day, akin to “Taco Tuesday” in the U.S., which aims to increase pizza consumption in a market where it traditionally has been enjoyed mostly on special occasions. By encouraging consumers to think of pizza as a regular meal option, this initiative not only increases sales but builds a lasting relationship between consumers and U.S. cheese.

We’re also seeing a strong desire for innovation in Japan. It’s natural to only think of mozzarella when we talk pizza, but Pizza Hut is blending U.S.-produced gouda with mozzarella in 40 stores, further elevating the cheese experience for consumers.

Finally, Japan’s love for pizza hit a new high recently when Pizza Hut announced the permanent 30% increase of cheese use on all pizzas, signifying its confidence in the quality and taste of U.S.-produced cheese! The chain’s leadership also has been impressed with the environmental sustainability commitment made by U.S. dairy farm families and have expressed interest in meeting farmers to learn more about the true source of the cheese they use on their products.

A Broader Impact

The implications of these partnerships extend far beyond sales figures. They create opportunities for U.S. farmers to be part of a global conversation about food, culture and nutrition. The success of Pizza Hut Indonesia and Japan highlights the importance of understanding and responding to local market dynamics while effectively promoting the value of U.S. dairy products.

As the checkoff continues to explore international markets, particularly in Asia and the Middle East, it underscores the notion that growth in the dairy sector relies heavily on innovation, cultural relevance and nutritional education.

By fostering partnerships beyond the United States, the checkoff is not only ensuring our industry’s competitive edge but contributing to the global dialogue around nutrition and sustainability.

As these efforts evolve and expand, they will undoubtedly pave the way for even greater opportunities for U.S. dairy around the world.

Learn more about international partnerships by listening to Your Dairy Checkoff Podcast.