Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Restaurant sales a casualty of recession: pizza no exception
- Recession gives advantage to pizza takeout
- Age, presence of kids, Hispanic origin are influential demographics
- Innovative focus: Menu items other than pizza
- Marketing the pizza menu
- Leading pizza operators change marketing strategies
- Pizza restaurants widely used—Pizza Hut most popular
- Price, convenience, variety—they’re all “important”
- Younger patrons and families most likely to order items besides pizza
- Health and pizza: Perceptions divided
- Innovative interests
Insights and Opportunities
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- Overview
- Expanding usage opportunities
- Pizza for breakfast
- Snacking
Inspire Insights
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- Trend: That’s (Home) Entertainment
Competitive Context
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- Recession provides impetus for consumers to spend less
- Shared customers
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- Figure 1: Pizza usage, by age, July 2010
- Cooking and eating at home are in vogue
- Restaurants compete for dining out dollars
Market Size and Forecast
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- Key points
- Pizza market isn’t recession-proof
- Future trends in pizza restaurants
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- Figure 2: Total U.S. pizza restaurant sales, at current prices, 2005-15
- Figure 3: Total U.S. pizza restaurant sales, at inflation-adjusted prices, 2005-15
Market Drivers
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- Recession causes restaurant sales to suffer but outlook improves
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- Figure 4: NRA performance indices, January 2009-July 2010
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- Figure 5: Adjusted foodservice and drinking places sales, January 2008-July 2010
- Rising food prices
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- Figure 6: Consumer price index for key consumer markets, June 2008-June 2010
- Underemployment and unemployment impact spending
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- Figure 7: Unemployment and underemployment rates, January 2007-July 2010
- Cash at hand remains limited
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- Figure 8: Real personal disposable income, January 2007-June 2010
- Consumer confidence still rattled
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- Figure 9: Consumer Sentiment Index, March 2007-July 2010
- Aging population not favorable for pizza restaurants
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- Figure 10: Population aged 18 or older, 2005-15
- Kids vital to pizza restaurant sales
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- Figure 11: Households, by presence of children, 1999-2009
- Hispanics are a fast growing, dynamic pizza consumer
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- Figure 12: Population, by Hispanic origin, 2005-15
Market Segmentation
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- Overview
- Takeout is top procurement method
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- Figure 13: Pizza restaurant usage by segment, July 2010
Segment Performance: Takeout
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- Key points
- Demographic profile: Takeout users
- Under-45s most likely users of takeout
- Takeout pizza is a family favorite
- Regional differences exist
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- Figure 14: Takeout from a pizza restaurant, by select demographics, July 2010
- Families with children most frequent takeout users
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- Figure 15: Usage frequency of pizza takeout, by presence of children, July 2010
Segment Performance: Delivery
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- Key points
- Demographic profile: Delivery users
- Young adults embrace home delivery
- Delivery usage driven by presence of kids in household
- Catering to the Hispanic delivery consumer
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- Figure 16: Delivery by a pizza restaurant, by select demographics, July 2010
- Dads are the most frequent users of pizza delivery
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- Figure 17: Usage frequency of pizza delivery, by gender and presence of children in HH, July 2010
Segment Performance: Dine-in
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- Key points
- Demographic profile: Dine-in users
- Under-25s most likely to dine in
- Affluent pizza users favor the restaurant experience
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- Figure 18: Dine-in at pizza restaurant, by select demographics, July 2010
- Young men most frequent pizza restaurants diners
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- Figure 19: Usage frequency of dining-in at a pizza restaurant, by gender and age, July 2010
Company Profile: Pizza Hut
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- Overview
- Sales plummet in 2009
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- Figure 20: Pizza Hut systemwide same store sales growth, percentage increase, 2006-10
- Problem 1: Over-priced pizza
- Problem 2: Confusing menu
- Growth trajectory: Positive
Company Profile: Domino's Pizza
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- Overview
- Sales holding steady in 2009
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- Figure 21: Domino’s systemwide same store sales growth, percentage increase, 2006-10
- Pizza overhaul
- Menu expansion
- Growth trajectory: Neutral
Company Profile: Papa John’s
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- Overview
- Sales growth despite challenging environment
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- Figure 22: Papa John’s systemwide same store sales growth, percentage increase, 2006-10
- Strategic NFL partnership
- Online ordering leader
- Growth trajectory: Positive
Company Profile: Little Caesars
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- Overview
- Unit growth during recession
- Value proposition
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- Figure 23: Little Caesars television ad, December 2009
- Growth trajectory: Positive
Brand Qualities: Independent, Local Pizzerias
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- Key points
- Popularity of independents high, but reaching plateau
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- Figure 24: Favorite pizza restaurants, 2008 versus 2010
- Authenticity: The artisan edge
Menu Insights Analysis: The Pizza Restaurant Menu
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- Key points
- Soup and sandwich menu sections see growth
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- Figure 25: Top 10 pizza restaurant menu sections, by incidence, Q2 2008-Q2 2010
- Prices on beverage menus accelerating
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- Figure 26: Top 10 pizza restaurant menu sections, by incidence and average price, Q2 2008-Q2 2010
- Pizza and sandwiches are most common menu items
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- Figure 27: Top 10 pizza restaurant menu item, by incidence, Q2 2008-Q2 2010
- Pizza prices remain flat
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- Figure 28: Top 10 pizza restaurant menu items, by incidence and average price, Q2 2008-Q2 2010
Menu Insights Analysis: Marketing the Pizza Menu
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- Key points
- Marketing fresh, homemade pizzas
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- Figure 29: Top 10 marketing claims on pizza restaurant menus, by incidence, Q2 2008-Q2 2010
- Marketing claims that convey authenticity command highest prices
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- Figure 30: Top 10 marketing claims on pizza restaurant menus, by incidence and average price, Q2 2008-Q2 2010
- Innovators tread lightly when it comes to healthy innovations
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- Figure 31: Top 10 nutritional claims on pizza restaurant menus, by incidence, Q2 2008-Q2 2010
- The price of health on the rise
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- Figure 32: Top 10 nutritional claims on pizza restaurant menus, by incidence and average price, Q2 2008-Q2 2010
Marketing Strategies
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- Overview
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- Figure 33: Top pizza restaurant advertisers, 2008 and 2009
- Pizza Hut: The advertising leader
- Online and mobile ordering
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- Figure 34: Pizzahut.com monthly visits, August 2009-August 2010
- Social media
- Television
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- Figure 35: Pizza Hut 50 cent wings television ad, September 2010
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- Figure 36: Pizza Hut lower prices television ad, September 2010
- Domino’s Pizza: Strategically reinventing itself
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- Figure 37: Dominos.com monthly visits, August 2009-August 2010
- Creating the big buzz
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- Figure 38: Domino’s holdouts television ad, May 2010
- Papa John’s: Promotional partnerships
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- Figure 39: Papajohns.com monthly visits, August 2009-August 2010
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- Figure 40: Papa John’s television ad, February 2010
Pizza Restaurant Usage
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- Key points
- Majority have eaten pizza from a pizza restaurant recently
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- Figure 41: Pizza usage, July 2010
- Core pizza restaurant users
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- Figure 42: Incidence of pizza consumption from a pizza restaurant, by select demographics, July 2010
- Trended usage of leading pizza restaurant chains
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- Figure 43: Trended usage of leading pizza restaurant chains, 2004-09
- Pizza Hut remains the favorite
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- Figure 44: Favorite pizza restaurants, July 2010
- Independent pizzerias attract affluent diners
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- Figure 45: Favorite pizza restaurants, by household income, July 2010
- Households with no children find appeal in local pizza restaurants
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- Figure 46: Favorite pizza restaurants, by presence of children, July 2010
- Preference for “authentic” regionalized pizza
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- Figure 47: Favorite pizza restaurants, by region, July 2010
- Takeout most popular procurement method
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- Figure 48: Pizza restaurant use, by segment, July 2010
Pizza Restaurant Decision Influencers
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- Key points
- Price and convenience most influential
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- Figure 49: Pizza restaurant decision influencers, by gender, July 2010
- Delivery components most important to under-25s
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- Figure 50: Pizza restaurant decision influencers, by age, July 2010
- Hispanics influenced by a variety of factors
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- Figure 51: Pizza restaurant decision influencers, by Hispanic origin, July 2010
- Families looking for variety besides pizza
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- Figure 52: Pizza restaurant decision influencers, by presence of children, July 2010
Pizza Restaurants: What Consumers Order
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- Key points
- Signature dish most likely to be ordered
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- Figure 53: What’s ordered at pizza restaurants, by age, July 2010
- Hispanics deviate from traditional menu items
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- Figure 54: What’s ordered at pizza restaurants, by Hispanic origin, July 2010
- Families need more food
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- Figure 55: What’s ordered at pizza restaurants, by presence of children, July 2010
- Midwesterners like their bread
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- Figure 56: What’s ordered at pizza restaurants, by region, July 2010
Consumer Attitudes Towards Pizza’s Healthfulness
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- Key points
- Is pizza healthy… do people really care?
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- Figure 57: Attitudes towards pizza’s healthfulness and limiting consumption, by gender, July 2010
- Over-65s limiting pizza consumption
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- Figure 58: Attitudes towards pizza’s healthfulness and limiting consumption, by age, July 2010
- Health on the pizza menu
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- Figure 59: Attitudes towards pizza’s healthfulness and health innovations, by gender, July 2010
- Under-35s most interested in healthier pizza options
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- Figure 60: Attitudes towards pizza’s healthfulness and health innovations, by age, July 2010
- Dichotomy exists for Hispanics
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- Figure 61: Attitudes towards pizza’s healthfulness and health innovations, by Hispanic origin, July 2010
- The presence of children drives interest in healthy menu
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- Figure 62: Attitudes towards pizza’s healthfulness and health innovations, by presence of children, July 2010
What Consumers Want to See More of on the Menu
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- Key points
- Interest in variety of choice in classic pizza components
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- Figure 63: What consumers want more of on the menu, July 2010
- Women more accepting of pizza innovation
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- Figure 64: What consumers want more of on the menu, by gender, July 2010
- Under-35s display greater interest in menu innovation
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- Figure 65: What consumers want more of on the menu, by age, July 2010
- Hispanics looking for a complete meal
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- Figure 66: What consumers want more of on the menu, by Hispanic origin, July 2010
Pizza Restaurant Usage by Kids and Teens
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- Key points
- Pizza restaurants are kid friendly
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- Figure 67: Kids and pizza restaurants, by parent, July 2010
- Pizza chains used by kids
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- Figure 68: Kid usage of leading pizza restaurant chains, by gender and age, November 2008-December 2009
- Pizza chains used by teens
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- Figure 69: Teen usage of leading pizza restaurant chains, by gender and age, November 2008-December 2009
Cluster Analysis
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- Enhancers
- Demographics
- Characteristics
- Opportunity
- Reducers
- Demographics
- Characteristics
- Opportunity
- Regulars
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 70: Pizza restaurant user clusters, July 2010
- Figure 71: Pizza restaurant use by segment, by user clusters, July 2010
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- Figure 72: Pizza restaurant decision influencers, by user clusters, July 2010
- Figure 73: Attitudes towards pizza’s healthfulness and limiting consumption, by user clusters, July 2010
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- Figure 74: Attitudes towards pizza’s healthfulness and health innovations, by user clusters, July 2010
- Figure 75: What consumers want to see more of on the menu, by user clusters, July 2010
- Cluster demographics
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- Figure 76: Pizza restaurant user clusters, by gender, July 2010
- Figure 77: Pizza restaurants user clusters, by age group, July 2010
- Figure 78: Pizza restaurants user clusters, by household income, July 2010
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- Figure 79: Pizza restaurants user clusters, by race, July 2010
- Figure 80: Pizza restaurants user clusters, by Hispanic origin, July 2010
- Cluster methodology
Custom Groups: Light, Medium and Heavy Pizza Users
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- Frequency by procurement method
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- Figure 81: Usage frequency, by segment, July 2010
- Heavy users of delivery demand variety
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- Figure 82: Delivery users’ pizza restaurant decision influencers, by frequency of use, July 2010
- Delivery users’ order preferences
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- Figure 83: What delivery users order at pizza restaurants, by frequency of use, July 2010
- Takeout’s most frequent users are influenced by online ordering
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- Figure 84: Takeout users’ pizza restaurant decision influencers, by frequency of use, July 2010
- Takeout users’ order preferences
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- Figure 85: What takeout users order at pizza restaurants, by frequency of use, July 2010
- Frequent dine-in users influenced by ready-made pick-up option
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- Figure 86: Dine-in users’ pizza restaurant decision influencers, by frequency of use, July 2010
- Dine-in users’ order preferences
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- Figure 87: What dine-in users order at pizza restaurants, by frequency of use, July 2010
Appendix: Trade Associations
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