Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK pizza and pasta restaurant/takeaway market size and forecast, fan chart, 2006-16
- Market factors
- Companies, brands and innovation
- Companies
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- Figure 2: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2011
- Innovation
- The consumer
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- Figure 3: Pizza/pasta restaurant usage, sit-in versus takeaway/home delivery, January/February 2012
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- Figure 4: Pizza/pasta restaurant outlet usage, January/February 2012
- Attitudes towards pizza/pasta restaurants/takeaways
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- Figure 5: Attitudes towards pizza/pasta restaurants/takeaways, by current pizza/pasta restaurant and takeaway/home delivery users, January/February 2012
- Menu enticements which affect venue choice
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- Figure 6: Pizza/pasta restaurants/takeaways menu enticements by current pizza/pasta restaurant and takeaway/home delivery users, January/February 2012
- What we think
Issues in the Market
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- How can operators hold consumers’ interest as they age?
- How can operators cater to consumers’ stretched budget to gain market share going forward?
- What other features can pizza/pasta restaurants leverage from the wider eating out market?
- How can operators leverage ‘experience’ trends to engage consumers?
Future Opportunities
Internal Market Environment
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- Key points
- Fragile consumer confidence sees diners spend carefully
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- Figure 7: GfK NOP Consumer Confidence Index, monthly, January 2007-February 2012
- Figure 8: Agreement with the selected lifestyle statements on personal finances, by type of restaurant visited in the last three months, 2011
- Pressures on margins
- Opportunities linked to healthy eating
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- Figure 9: Agreement with selected lifestyle statements on food nutrition, by type of restaurant visited in the last three months, 2011
Broader Market Environment
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- Key points
- Economy is gloomy but showing green shoots in terms of consumer optimism
- Pizza/pasta outlets fail to engage Britain’s aging population
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- Figure 10: Trends in the age structure of the UK population, 2006-16
- Impact of the weather
Competitive Context – In-Home
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- Key points
- Pizza/pasta benefit from ‘comfort food’ status but in-home sales have stagnated following price increases
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- Figure 11: Overall usage and usage frequency of pizza in the last 12 months (excluding takeaways), 2007-11
- Figure 12: Types of pasta used most often in the last 12 months, 2007-11
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- Figure 13: Types of pasta sauces used most often in the last 12 months, 2008-11
- In-home launches are echoing out-of-home innovations
- Double-stacked
- Half and half
- Widening formats with premiumisation
- Healthy eating trends
- Convenience-driven
- Grab and go concepts
- Snack ranges
- Expanding the lunchtime/workplace market
- Shock tactics
Competitive Context – Out of Home
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- Key points
- Fighting for market share: perceived strength of specialists
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- Figure 14: Types of restaurants visited in the last three months, 2010-11
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- New launches
- Product specialists
- Specific targeting
- All-day dining opportunities
- Widening distribution channels
- And now for something completely different…
Market Size and Forecast
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- Key points
- Discount culture driving volume not value
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- Figure 15: UK pizza and pasta restaurant/takeaway market size and forecast, 2006-16
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- Figure 16: UK pizza and pasta restaurant/takeaway market size and forecast, fan chart, 2006-16
- Forecast methodology
Market Segmentation
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- Key points
- Food price inflation driving much of the value growth
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- Figure 17: Pizza/pasta restaurant market size and forecast, by segment, 2006-16
- Dine in
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- Figure 18: UK pizza and pasta restaurant (dine in) market size and forecast, fan chart, 2006-16
- Takeaways/home deliveries
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- Figure 19: UK pizza and pasta takeaway/home delivery market size and forecast, fan chart, 2006-16
Market Share
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- Key points
- Consolidation continues
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- Figure 20: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2010-11
Companies and Products – Takeaway/Home Delivery
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- Key points
- Resilient but maturing market place
- Domino’s Pizza
- Papa John’s
- The Perfect Pizza Company
Companies and Products – Dine In
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- Key points
- Sit-in restaurants suffering from the contraction in family dining
- Pizza Hut
- Prezzo
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- Figure 21: Examples of Prezzo price promotions, 2011-12
- Gondola Group
- PizzaExpress
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- Figure 22: Examples of PizzaExpress price promotions, 2011-12
- ASK
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- Figure 23: Examples of ASK Italian price promotions, 2011-12
- Zizzi
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- Figure 24: Examples of Zizzi price promotions, 2011-12
- Tragus Group
- Strada
- Bella Italia
Brand Research
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- Brand map
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- Figure 25: Attitudes towards and usage of brands in the pizza restaurant sector, January 2012
- Correspondence analysis
- Brand attitudes
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- Figure 26: Attitudes by pizza restaurant brand, January 2012
- Brand personality
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- Figure 27: Pizza restaurant brand personality – macro image, January 2012
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- Figure 28: Pizza restaurant brand personality – micro image, January 2012
- Brand experience
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- Figure 29: Pizza restaurant brand usage, January 2012
- Figure 30: Satisfaction with various pizza restaurant brands, January 2012
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- Figure 31: Consideration of pizza restaurant brands, January 2012
- Figure 32: Consumer perceptions of current pizza restaurant brand performance, January 2012
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- Figure 33: Pizza restaurant brand recommendation – Net Promoter Score, January 2012
- Brand index
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- Figure 34: Pizza brand brand index, January 2012
- Figure 35: Pizza restaurant brand index vs. recommendation, January 2012
- Target group analysis
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- Figure 36: Target groups, January 2012
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- Figure 37: Pizza restaurant brand usage, by target groups, January 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Pizza restaurant users particularly receptive to advertising and marketing
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- Figure 38: Agreement with the lifestyle statements on media, by type of restaurant visited in the last three months, 2011
- Website usage
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- Figure 39: Total unique visitors for selected pizza/pasta takeaway and home delivery brands, January 2010-January 2012
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- Figure 40: Total unique visitors for selected pizza/pasta takeaway and home delivery brands, January 2010-January 2012
- Nurturing engagement outside of the digital world
Eating Out Behaviour – Pizza/Pasta Restaurants and Takeaways
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- Key points
- Pizza/pasta restaurants lack relevance with older consumers lifestyles
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- Figure 41: Pizza/pasta restaurant usage, sit-in versus takeaway/home delivery, January/February 2012
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- Figure 42: Pizza/pasta restaurant usage (current users), sit-in versus takeaway/home delivery, by age group, January/February 2012
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- Figure 43: Pizza/pasta restaurant usage (current users), sit-in versus takeaway/home delivery, by socio-economic group and lifestage, January/February 2012
- Regional variations: Londoners eating less pizza/pasta out of home
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- Figure 44: Pizza – average grams purchased per person per week, by region, 2001/02 and 2010
- The market is vulnerable to downturn in family spending
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- Figure 45: Pizza/pasta restaurant outlet usage, January/February 2012
- Out-of-home competitors
Attitudes Towards Pizza/Pasta Outlets
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- Key points
- Convenient location nearly as influential as branding in terms of pizza/pasta venue choice
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- Figure 46: Attitudes towards pizza/pasta restaurants/takeaways, by all users, January/February 2012
- Product development plays a role in fighting at-home competition
- Money issues
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- Figure 47: Attitudes towards pizza/pasta restaurants/takeaways, by current and lapsed users, January/February 2012
- Restaurant users are looking for something different, takeaway users are more price sensitive
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- Figure 48: Attitudes towards pizza/pasta restaurants/takeaways, by current pizza/pasta restaurant and takeaway/home delivery users, January/February 2012
Pizza/Pasta Outlets Menu Enticements
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- Key points
- Focus on Italian cuisine
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- Figure 49: Pizza/pasta restaurants/takeaways menu enticements, January/February 2012
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- Figure 50: Selected pizza/pasta restaurants/takeaways menu enticements, by age group, January/February 2012
- Continuing reliance on the discount culture
- Customisation trends
- Dangers and opportunities: small/large dishes
- Health concerns
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- Figure 51: Selected pizza/pasta restaurants/takeaways menu enticements (current users), by socio-economic group and lifestage, January/February 2012
- Targeting lapsed users with high-end concepts at mid-range prices
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- Figure 52: Menu enticements for pizza/pasta restaurants/takeaways, by current and lapsed users, January/February 2012
- Takeaway users want customisation, restaurant users want variety
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- Figure 53: Pizza/pasta restaurants/takeaways menu enticements by current pizza/pasta restaurant and takeaway/home delivery users, January/February 2012
Pizza/Pasta Outlets Targeting Opportunities
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- Key points
- Target groups
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- Figure 54: Pizza/pasta outlet target groups, January/February 2012
- Looking Beyond Pizza/Pasta (18% of pizza/pasta outlet users)
- Health-Driven (13% of pizza/pasta outlet users)
- Fun But Financially Stressed Families (12% of pizza/pasta outlet users)
- Lapsed & Apathetic Users (44% of pizza/pasta outlet users)
- Less is More (12% of pizza/pasta outlet users)
Appendix – Market Size and Forecast
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- Figure 55: UK pizza/pasta restaurant/takeaway market forecast, best cast/worst case, 2011-16
- Figure 56: UK pizza/pasta takeaway market forecast, best cast/worst case, 2011-16
- Figure 57: UK pizza/pasta restaurant market forecast, best cast/worst case, 2011-16
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Appendix – Brand Research
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- Figure 58: Brand usage, January 2012
- Figure 59: Brand commitment, January 2012
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- Figure 60: Brand momentum, January 2012
- Figure 61: Brand diversity, January 2012
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- Figure 62: Brand satisfaction, January 2012
- Figure 63: Brand recommendation, January 2012
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- Figure 64: Brand attitude, January 2012
- Figure 65: Brand image – macro image, January 2012
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- Figure 66: Brand image – micro image, January 2012
- Figure 67: Profile of target groups, by detailed demographics, January 2012
- Figure 68: Psychographic segmentation, by target group, January 2012
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- Figure 69: Brand usage, by target group, January 2012
- Brand index
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- Figure 70: Brand index, January 2012
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Appendix – Eating Out Behaviour – Pizza/Pasta Restaurants and Takeaways
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- Figure 71: Pizza/pasta restaurant usage, January/February 2012
- Figure 72: Pizza/pasta takeaway/home delivery usage, January/February 2012
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- Figure 73: Pizza/pasta restaurant usage, by detailed demographics, January/February 2012
- Figure 74: Pizza/pasta takeaway/home delivery usage, by detailed demographics, January/February 2012
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- Figure 75: Pizza/pasta outlets visited, January/February 2012
- Figure 76: Most popular pizza/pasta outlets visited, by detailed demographics, January/February 2012
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- Figure 77: Next most popular pizza/pasta outlets visited, by detailed demographics, January/February 2012
- Figure 78: Pizza/pasta outlets visited, by most popular pizza/pasta outlets visited, January/February 2012
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- Figure 79: Pizza/pasta outlets visited by next most popular pizza/pasta outlets visited, January/February 2012
- Figure 80: Pizza/pasta outlets visited by pizza/pasta restaurant and pizza/pasta takeaway/home delivery usage, January/February 2012
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Appendix – Attitudes Towards Pizza/Pasta Outlets
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- Figure 81: Attitudes towards pizza/pasta restaurants/takeaways, January/February 2012
- Figure 82: Most popular attitudes towards pizza/pasta restaurants/takeaways, by detailed demographics, January/February 2012
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- Figure 83: Next most popular attitudes towards pizza/pasta restaurants/takeaways, by detailed demographics, January/February 2012
- Figure 84: Attitudes towards pizza/pasta restaurants/takeaways by most popular pizza/pasta outlets visited, January/February 2012
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- Figure 85: Attitudes towards pizza/pasta restaurants/takeaways by next most popular pizza/pasta outlets visited, January/February 2012
- Figure 86: Attitudes towards pizza/pasta restaurants/takeaways by pizza/pasta restaurant and takeaway/home delivery usage, January/February 2012
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Appendix – Pizza/Pasta Menu Enticements
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- Figure 87: Pizza/pasta restaurants/takeaways menu enticements, January/February 2012
- Figure 88: Most popular pizza/pasta restaurants/takeaways menu enticements, by detailed demographics, January/February 2012
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- Figure 89: Next most popular pizza/pasta restaurants/takeaways menu enticements, by detailed demographics, January/February 2012
- Figure 90: Pizza/pasta restaurants/takeaways menu enticements by most popular pizza/pasta outlets visited, January/February 2012
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- Figure 91: Pizza/pasta restaurants/takeaways menu enticements by next most popular pizza/pasta outlets visited, January/February 2012
- Figure 92: Pizza/pasta restaurants/takeaways menu enticements by pizza/pasta restaurant and pizza/pasta takeaway/home delivery usage, January/February 2012
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- Figure 93: Pizza/pasta restaurants/takeaways menu enticements by most popular attitudes towards pizza/pasta restaurants/takeaways, January/February 2012
- Figure 94: Pizza/pasta restaurants/takeaways menu enticements by next most popular attitudes towards pizza/pasta restaurants/takeaways, January/February 2012
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Appendix – Pizza/Pasta Outlets Targeting Opportunities
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- Figure 95: Target groups, by detailed demographics, January/February 2012
- Figure 96: Pizza/pasta outlets visited, by target groups, January/February 2012
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- Figure 97: Attitudes towards pizza/pasta restaurants/takeaways, by target groups, January/February 2012
- Figure 98: Pizza/pasta restaurants/takeaways menu enticements, by target groups, January/February 2012
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