Dr Mumbo

(Not) breaking news

Ping! Another email drops into Dr Mumbo’s inbox.

A glance at the subject line suggests it’s a PR release for Pizza Hut, using the tactic of dressing it as ‘breaking news’.

“BREAKING HUNGER NEWS: Pizza Hut’s retro All-You-Can-Eat is back ‘on the table'”, it screams.


So imagine Dr Mumbo’s surprise when he discovered it was not a missive from a PR company, but an actual news alert from Brisbane paper the Courier Mail.

Opening the email leaves even more questions than answers.

“PIZZA Hut looks back to the future as it gears up for a bold new move in the nation’s pizza wars,” intones the intro alongside a huge picture of a Pizza Hut branch.


Which begs the question just how pizza obsessed are Queenslanders? Or is the hand of commerce behind the important missive?

However clicking through on the link finally reveals the reason for the article – Pizza Hut has bought Eagle Boys and is rebranding its stores, making it the second biggest pizza chain in Australia.

If nothing else Dr Mumbo predicts pizza orders are going to surge in the Brisbane area tonight.


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