Table of Contents
Scope and Themes
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- What you need to know
- Definitions
- Data sources
- Sales data
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size—slow but steady growth
- Market drivers
- Menu Insights analysis—the pizza restaurant menu
- Menu Insights analysis—marketing the pizza restaurant menu
- Pizza restaurant usage
- Important attributes of pizza restaurants
- Attitudes toward pizza restaurants
- Pizza ordering behavior
- Future pizza restaurant development opportunities
Insights and Opportunities
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- Unbaked convenience
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- Figure 1: Pizza restaurant decision influencers, by usage frequency, August 2011
- Healthy doses
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- Figure 2: Top four opportunities for pizza restaurants, by gender, August 2011
- Fresh versus homemade
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- Figure 3: Top five ingredient marketing claims for pizzas at pizza restaurants, by incidence and price, Q3 2008-Q3 2011
Inspire Insights
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- Trend: Prove It
- Trend: The Real Thing
Market Size and Forecast
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- Key points
- Pizza segment looking up
- Future growth expected
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- Figure 4: Total U.S. pizza restaurant sales, at current prices, 2006-16
- Figure 5: Total U.S. pizza restaurant sales, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 6: Total U.S. pizza restaurant sales and fan chart forecast at current prices, 2006-16
Market Drivers
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- Key points
- High unemployment causing uncertainty
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- Figure 7: Incidence of unemployment and underemployment, Jan. 2007-Sept. 2011
- Personal income shows no signs of growth
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- Figure 8: Real disposable personal income, Jan. 2007-Aug. 2011
- Consumer confidence reflects uncertainty
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- Figure 9: Consumer sentiment, March 2007-September 2011
- Restaurant performance looks more positive
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- Figure 10: Restaurant Performance Index, January 2009-July 2011
- Weight concerns could affect pizza segment
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- Figure 11: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
- Cheese prices cut into profits
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- Figure 12: CME block cheddar cheese prices, JANUARY 2009-October 2011
Brand Analysis
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- Overview
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- Figure 13: Top three pizza chains in U.S. systemwide sales, 2009-10
- Pizza Hut
- Company strategies
- Company focus
- Domino’s Pizza
- Company strengths
- Company strategies
- Papa John’s Pizza
- Company strengths
- Company strategies
- Pizza Patrón
- Company strengths
- Company strategies
Menu Insights Analysis—The Pizza Restaurant Menu
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- Key points
- Top menu items
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- Figure 14: Top 10 items on pizza restaurant menus, by incidence, Q3 2008-Q3 2011
- Menu pricing
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- Figure 15: Top 10 items on pizza restaurant menus, by incidence and price, Q3 2008-Q3 2011
- Popular pizza types
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- Figure 16: Top 10 pizza types on pizza restaurant menus, by incidence, Q3 2008-Q3 2011
- Top toppings
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- Figure 17: Top 10 pizza toppings on pizza restaurant menus, by incidence, Q3 2008-Q3 2011
Menu Insights Analysis—Marketing the Pizza Restaurant Menu
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- Key points
- Original and crispy claims gain momentum
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- Figure 18: Top 10 ingredient marketing claims for pizzas at pizza restaurants, by incidence, Q3 2008-Q3 2011
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- Figure 19: Top 10 ingredient marketing claims for pizzas at pizza restaurants, by incidence and price, Q3 2008-Q3 2011
Marketing Strategies
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- Overview
- Television
- Pizza Hut
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- Figure 20: Pizza Hut, Big Dinner Box television ad, 2011
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- Figure 21: Pizza Hut, $10 any deal ad, 2011
- CiCi’s Pizza
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- Figure 22: CiCi’s Pizza, Work’s piling up ad, 2011
- Domino’s
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- Figure 23: Domino’s, raising the bar ad, 2011
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- Figure 24: Domino’s, Artisan pizza—try it ad, 2011
- Little Caesars
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- Figure 25: Little Caesars, It’s how we roll ad, 2011
- Digital initiatives
- Smartphone apps
- Company websites
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- Figure 26: Quantcast.com traffic estimates for papajohns.com, August 2010-July 2011
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- Figure 27: Quantcast.com traffic estimates for pizzahut.com, April-September 2011
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- Figure 28: Quantcast.com traffic estimates for papamurphys.com, April-September 2011
- Facebook and Twitter
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- Figure 29: Pizza Hut Facebook page promotion, Nov. 2011
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- Figure 30: Top pizza restaurant chains by social media index, April 2011
- Cause marketing
- Game on for Papa John’s
Pizza Restaurant Usage
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- Key points
- Pizza purchases
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- Figure 31: Pizza purchases, by age, August 2011
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- Figure 32: Pizza purchases, by household income, August 2011
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- Figure 33: Pizza purchases, by presence of children, August 2011
- Brand usage
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- Figure 34: Pizza brand usage, by gender, August 2011
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- Figure 35: Pizza brand usage, by age, August 2011
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- Figure 36: Pizza brand usage, by household income, August 2011
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- Figure 37: Pizza brand usage, by presence of children, August 2011
Important Attributes of Pizza Restaurants
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- Key points
- Decision factors
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- Figure 38: Pizza restaurant decision influencers, by gender, August 2011
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- Figure 39: Pizza restaurant decision influencers, by age, August 2011
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- Figure 40: Pizza restaurant decision influencers, by household income, August 2011
- Figure 41: Pizza restaurant decision influencers, by presence of children, August 2011
Attitudes toward Pizza Restaurants
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- Key points
- Telling opinions
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- Figure 42: Attitudes toward pizza restaurants, by gender, August 2011
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- Figure 43: Attitudes toward pizza restaurants, by age, August 2011
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- Figure 44: Attitudes toward pizza restaurants, by household income, August 2011
Pizza Ordering Behavior
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- Key points
- Menu item choices
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- Figure 45: Pizza ordering behavior, by gender, August 2011
- Figure 46: Pizza ordering behavior, by age, August 2011
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- Figure 47: Pizza ordering behavior, by household income, August 2011
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- Figure 48: Pizza ordering behavior, by presence of children, August 2011
- Crust preferences
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- Figure 49: Preferred pizza crust type, by gender, August 2011
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- Figure 50: Preferred pizza crust type, by age, August 2011
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- Figure 51: Preferred pizza crust type, by race/ethnicity, August 2011
- Choice toppings
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- Figure 52: Toppings ordered with pizza, by age, August 2011
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- Figure 53: Toppings ordered with pizza, by age, August 2011
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- Figure 54: Toppings ordered with pizza, by race/ethnicity, August 2011
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- Figure 55: Toppings ordered with pizza, by household income, August 2011
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- Figure 56: Toppings ordered with pizza, by presence of children, August 2011
Future Pizza Restaurant Development Opportunities
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- Key points
- Menu desires
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- Figure 57: Opportunities for pizza restaurants, by gender, August 2011
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- Figure 58: Opportunities for pizza restaurants, by age, August 2011
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- Figure 59: Opportunities for pizza restaurants, by household income, August 2011
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- Figure 60: Opportunities for pizza restaurants, by presence of children, August 2011
Custom Consumer Groups—Light, Medium and Heavy
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- Location, location, location
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- Figure 61: Pizza restaurant decision influencers, by usage frequency, August 2011
- Health matters, especially to heavy users
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- Figure 62: Attitudes towards pizza restaurants, by usage frequency, August 2011
- Heavy users support variety
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- Figure 63: Pizza ordering behavior, by usage frequency, August 2011
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- Figure 64: Opportunities for pizza restaurants, by usage frequency, August 2011
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- Figure 65: Toppings ordered with pizza, by usage frequency, August 2011
Appendix—Trade Associations
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