Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: U.S. sales and fan chart forecast of the pizza restaurant market, at current prices, 2007-17
- Market drivers
- Competitive context
- Marketing strategies
- Menu analysis
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- Figure 2: Top 10 geographical menu claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
- Figure 3: Top 10 nutritional menu claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
- Consumer data
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- Figure 4: Suggested menu improvements for pizza restaurants, by gender, September 2012
- Consumer attitudes
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- Figure 5: Consumer attitudes toward pizza, September 2012
- What we think
Issues in the Market
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- How can pizza restaurants offer healthier items?
- Is there an opportunity for pizza restaurants in the fast casual segment?
- How has the economy shifted behavior at pizza restaurants?
- What can pizza restaurants do to meet the needs of snackers?
Insights and Opportunities
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- Price and promotions
- Focus on quality
- Craft beer offerings
- Renovation and expansion
Innovations and Innovators
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- Item innovation
- Better-for-you pizzas
- Fast casual pizza restaurants
- Technology
Impact of Race and Hispanic Origin
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- Technology and Hispanics
- Menu innovation
- Marketing to Hispanics
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- Figure 6: Pizza Patrón’s Messi t-shirt promotion, December 2012
- Racial background can influence pizza topping preferences
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- Figure 7: Pizza topping preferences, by race/Hispanic origin, September 2012
Trend Applications
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- Trend: Never Say Die
- Trend: Experience Is All
- Trend: 2015: Access Anything Anywhere
Market Size and Forecast
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- Key points
- Market size insight
- Sales and forecast of market
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- Figure 8: Total U.S. retail sales and forecast of pizza restaurant market, at current prices, 2007-17
- Figure 9: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 10: U.S. sales and fan chart forecast of the pizza restaurant market, at current prices, 2007-17
Market Drivers
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- Key points
- Disposable personal income declined from last month but is stronger than 2011
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- Figure 11: Real disposable personal income, January 2007-September 2012
- Unemployment inches up while underemployment declines slightly
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- Figure 12: Unemployment and underemployment rates, January 2007-October 2012
- Consumer sentiment increases after seven months of decline
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- Figure 13: Consumer sentiment, January 2007-October 2012
- Calorie disclosure legislation
- Health concerns continue
- Cost and inflation of food items
- Politics and the Affordable Care Act (“Obamacare”)
Competitive Context
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- Eating at home
- Fast food
- Fast casuals
- Full service and buffet restaurants
Featured Companies
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- Blaze Pizza
- Hard Knox Pizza
- MOD Pizza
- Pie Five Pizza
- PizzaRev
- Top That!
- Uncle Maddio’s
Marketing Strategies
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- Overview of the brand landscape
- Television Ads
- Chuck E. Cheese’s
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- Figure 14: Chuck E. Cheese’s Television Ad, August 2012
- CiCi’s Pizza Buffet
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- Figure 15: CiCi’s Pizza Buffet Television Ad, October 2012
- Domino’s Pizza
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- Figure 16: Domino’s Pizza Television Ad, April 2012
- Little Caesars
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- Figure 17: Little Caesars Television Ad, November 2011
- Papa John’s
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- Figure 18: Papa John’s Television Ad, December 2011
- Interactive marketing
- Social media
- Endorsements and Sponsorships
- Healthy website tools
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- Figure 20: Domino’s Pizza website, nutrition information, April 2012
Social Media
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- Key points
- Key social media metrics
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- Figure 21: Key performance indicators, November 2012
- Convenience a priority for pizza restaurant users
- Brand usage and awareness
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- Figure 22: Brand usage and awareness of pizza restaurant brands, November 2012
- Brand satisfaction
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- Figure 23: Levels of satisfaction with selected pizza restaurant brands, November 2012
- Interaction with pizza restaurant brands
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- Figure 24: Interaction with pizza restaurant brands, October 2012
- Motivations for interacting with pizza restaurant brands
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- Figure 25: Why people interact with pizza restaurant brands, November 2012
- Online conversations
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- Figure 26: Select pizza restaurant brands’ share of conversations, Sept. 19-Nov. 19, 2012
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- Figure 27: Conversations by brand, Sept. 19-Nov. 19, 2012
- Where people are talking about pizza restaurants
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- Figure 28: Selected pizza restaurants’ share of brand conversations, by page type, Sept. 19-Nov. 19, 2012
- What are people talking about?
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- Figure 29: Types of conversations concerning selected pizza restaurant brands, Sept. 19-Nov. 19, 2012
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- Figure 30: Types of conversation regarding selected pizza restaurant brands, by day, Sept. 19-Nov. 19, 2012
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- Figure 31: Types of conversation regarding selected pizza restaurant brands, by type of website, Sept. 19-Nov. 19, 2012
- Analysis by brand
- Pizza Hut
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- Figure 32: Pizza Hut—key social media indicators, as of Nov. 13, 2012
- Key online campaigns
- What we think
- Papa John’s
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- Figure 33: Papa John’s—key social media indicators, as of Nov. 13, 2012
- Key online campaigns
- What we think
- Domino’s Pizza
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- Figure 34: Domino’s Pizza—key social media indicators, as of Nov. 13, 2012
- Key online campaigns
- What we think
- Little Caesars
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- Figure 35: Little Caesars—key social media indicators, as of Nov. 13, 2012
- Key online campaigns
- What we think
- California Pizza Kitchen
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- Figure 36: California Pizza Kitchen—key social media indicators, as of Nov. 13, 2012
- Key online campaigns
- What we think
- CiCi’s Pizza
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- Figure 37: Little Caesars—key social media indicators, as of Nov. 13, 2012
- Key online campaigns
- What we think
Menu Analysis: Menu Overview
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- Pizza restaurant segment overview
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- Figure 38: Segment breakdown of pizza restaurants in Mintel’s Menu Insights, by incidence, Q3 2012
- Figure 39: Segment breakdown of pizza restaurants, by price, Q3 2009-Q3 2012
- Menu breakdown
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- Figure 40: Menu Breakdown at pizza restaurants, by incidence, Q3 2009-Q3 2012
- Figure 41: Menu breakdown at pizza restaurants, by price, Q3 2009-Q3 2012
- Menu types
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- Figure 42: Top 10 pizza types at pizza restaurants, by incidence, Q3 2009-Q3 2012
- Figure 43: Top 10 pizza types at pizza restaurants, by price, Q3 2009-Q3 2012
Menu Analysis: Menu Claims
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- Menu item claims
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- Figure 44: Top 10 menu item claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
- Regional and global claims
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- Figure 45: Top 10 regional and global claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
- Nutritional claims
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- Figure 46: Top 10 nutritional claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
Restaurant Usage and Delivery Method
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- Key points
- QSR pizza chains remain most popular with customers opting for pick-up
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- Figure 47: Restaurant usage and delivery method, September 2012
- Men purchase from pizza restaurants much more often than women
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- Figure 48: Restaurant usage and delivery method: any use, by gender, September 2012
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- Figure 49: Restaurant usage and delivery method: dine-in, by gender, September 2012
- Figure 50: Restaurant usage and delivery method: pick-up, by gender, September 2012
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- Figure 51: Restaurant usage and delivery method: delivery, by gender, September 2012
- Younger consumers order from pizza restaurants more than older consumers
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- Figure 52: Restaurant usage and delivery method: any use, by age, September 2012
- Figure 53: Restaurant usage and delivery method: dine-in, by age, September 2012
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- Figure 54: Restaurant usage and delivery method: pick-up, by age, September 2012
- Figure 55: Restaurant usage and delivery method: delivery, by age, September 2012
- Affluent consumers more likely to visit independent, local pizza restaurants
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- Figure 56: Restaurant usage and delivery method: any use, by household income, September 2012
- Figure 57: Restaurant usage and delivery method: dine-in, by household income, September 2012
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- Figure 58: Restaurant usage and delivery method: pick-up, by household income, September 2012
- Figure 59: Restaurant usage and delivery method: delivery, by household income, September 2012
- Families much more likely than non-families to use pizza restaurants
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- Figure 60: Restaurant usage and delivery method: any use, by presence of children in household, September 2012
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- Figure 61: Restaurant usage and delivery method: dine-in, by presence of children in household, September 2012
- Figure 62: Restaurant usage and delivery method: pick-up, by presence of children in household, September 2012
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- Figure 63: Restaurant usage and delivery method: delivery, by presence of children in household, September 2012
- Regional preferences are based on local pizza styles and brand saturation
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- Figure 64: Restaurant usage and delivery method: any use, by region, September 2012
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- Figure 65: Restaurant usage and delivery method: dine-in, by region, September 2012
- Figure 66: Restaurant usage and delivery method: pick-up, by region, September 2012
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- Figure 67: Restaurant usage and delivery method: delivery, by region, September 2012
Time of Pizza Restaurant Purchases
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- Key points
- Snacking is a developing opportunity for pizza restaurants
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- Figure 68: Time of pizza restaurant purchases, September 2012
- Men are the leading users of pizza restaurants
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- Figure 69: Time of pizza restaurant purchases, by gender, September 2012
- Young consumers are the most likely customers during late-night hours
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- Figure 70: Time of pizza restaurant purchases, by age, September 2012
- Middle-income respondents peak on many days and meal-parts
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- Figure 71: Time of pizza restaurant purchases, by household income, September 2012
- Families order from pizza restaurants for dinner and weekend lunch
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- Figure 72: Time of pizza restaurant purchases, by presence of children in household, September 2012
Menu Items Ordered at Pizza Restaurants
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- Key points
- Men order garlic bread and drinks more, while women order more salads
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- Figure 73: Menu items ordered at pizza restaurants, by gender, September 2012
- Younger consumers are significantly more likely to order breadsticks
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- Figure 74: Menu items ordered at pizza restaurants, by age, September 2012
- Lower-income consumers order more breads, while the affluent order salads
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- Figure 75: Menu items ordered at pizza restaurants, by household income, September 2012
- Households with children are significantly more likely to order breadsticks
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- Figure 76: Menu items ordered at pizza restaurants, by presence of children in household, September 2012
- Consumers in the Northeast and South order a variety of non-pizza items
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- Figure 77: Menu items ordered at pizza restaurants, by region, September 2012
- Traditional meal items are being consumed as snacks and during late-night
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- Figure 78: Menu items ordered at pizza restaurants, by time of visits, September 2012
Changes in Behavior at Pizza Restaurants
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- Key points
- The majority of consumers kept the same behavior compared to last year
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- Figure 79: Changes in behavior at pizza restaurants, September 2012
- Women are couponing more while men have increased their use of pick-up
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- Figure 80: Changes in behavior at pizza restaurants, by gender, September 2012
- Younger consumers increase ordering meal deals and non-pizza items
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- Figure 81: Changes in behavior at pizza restaurants, by age, September 2012
- Lower-income consumers use coupons and deals to increase usage
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- Figure 82: Changes in behavior at pizza restaurants, by household income, September 2012
- Families have increased pizza restaurant usage among all criteria
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- Figure 83: Changes in behavior at pizza restaurants, by presence of children in household, September 2012
- Midwesterners cook pizza at home and Southerners purchase meal deals
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- Figure 84: Changes in behavior at pizza restaurants, by region, September 2012
Consumer Attitudes Toward Pizza
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- Key points
- Consumers are divided over healthfulness and tradition of pizzas
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- Figure 85: Consumer attitudes toward pizza, September 2012
- Gender differences are primarily over healthfulness of pizza
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- Figure 86: Consumer attitudes toward pizza, by gender, September 2012
- Young consumers are conflicted between creative and nostalgic pizzas
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- Figure 87: Consumer attitudes toward pizza, by age, September 2012
- Affluent consumers seek health, while low-income consumers seek comfort
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- Figure 88: Consumer attitudes toward pizza, by household income, September 2012
- Non-children households concerned more about health
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- Figure 89: Consumer attitudes toward pizza, by presence of children in household, September 2012
Suggested Menu Improvements for Pizza Restaurants
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- Key points
- Women are seeking more health-related options and kids’ menu choices
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- Figure 90: Suggested menu improvements for pizza restaurants, by gender, September 2012
- Younger consumers seek a more upscale pizza restaurant experience
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- Figure 91: Suggested menu improvements for pizza restaurants, by age, September 2012
- Low-income consumers seek value, while affluent consumers seek health
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- Figure 92: Suggested menu improvements for pizza restaurants, by household income, September 2012
- Families want more kids’ items, side dishes, combos, and unique flavors
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- Figure 93: Suggested menu improvements for pizza restaurants, by presence of children in household, September 2012
- Region-specific desires can be addressed on a local basis
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- Figure 94: Suggested menu improvements for pizza restaurants, by region, September 2012
Restaurant Selection Criteria for Pizza Restaurants
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- Key points
- Consumers want speed of service but find mobile ordering unimportant
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- Figure 95: Restaurant selection criteria, September 2012
- Women seek value and variety, while men seek speed and late hours
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- Figure 96: Restaurant selection criteria for pizza restaurants, by gender, September 2012
- Younger consumers want late hours, speed, variety, and mobile ordering
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- Figure 97: Restaurant selection criteria for pizza restaurants, by age, September 2012
- Lower-income consumers seek value via lower price and buffet options
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- Figure 98: Restaurant selection criteria for pizza restaurants, by household income, September 2012
- Families look for mobile ordering, buffets, and delivery options
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- Figure 99: Restaurant selection criteria for pizza restaurants, by presence of children in household, September 2012
- Consumers in the South place greater emphasis on more criteria
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- Figure 100: Restaurant selection criteria for pizza restaurants, by region, September 2012
Pizza Topping Preferences
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- Key points
- Men are much more likely to prefer pork proteins as pizza toppings
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- Figure 101: Pizza topping preferences, by gender, September 2012
- Younger consumers are more open to less traditional toppings
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- Figure 102: Pizza topping preferences, by age, September 2012
- Affluent consumers are much more likely to order mushroom toppings
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- Figure 103: Pizza topping preferences, by household income, September 2012
- Family households like pork toppings, while others order mushroom
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- Figure 104: Pizza topping preferences, by presence of children in household, September 2012
- Pizza toppings usually ordered by consumers differ per region
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- Figure 105: Pizza topping preferences, by region, September 2012
Cluster Analysis
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- Super Users
- Characteristics
- Demographics
- Opportunity
- Bare Bones
- Characteristics
- Demographics
- Opportunity
- Health Minded
- Characteristics
- Demographics
- Opportunity
- Cluster characteristic tables
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- Figure 106: Target clusters, September 2012
- Figure 107: Restaurant usage and delivery method, by target clusters (any use), September 2012
- Figure 108: Restaurant usage and delivery method, by target clusters, dine-in, September 2012
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- Figure 109: Restaurant usage and delivery method, by target clusters, pick-up, September 2012
- Figure 110: Restaurant usage and delivery method, by target clusters, delivery, September 2012
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- Figure 111: Time of visits, by target clusters, September 2012
- Figure 112: Menu items ordered, by target clusters, September 2012
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- Figure 113: Changes in consumer behavior, by target clusters, September 2012
- Figure 114: Consumer attitudes, by target clusters, September 2012
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- Figure 115: Suggested improvements, by target clusters, September 2012
- Figure 116: Restaurant selection criteria, by target clusters, September 2012
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- Figure 117: Pizza preferences, by target clusters, September 2012
- Cluster demographic tables
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- Figure 118: Target clusters, by demographic, September 2012
- Cluster methodology
Appendix – Consumer Survey
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- Figure 119: Time of pizza restaurant purchases, by region, September 2012
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- Figure 120: Consumer attitudes toward pizza, by region, September 2012
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Appendix – Social Media
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- Brand usage and awareness
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- Figure 121: Usage and awareness of pizza restaurant brands – “have visited in the last 12 months,” November 2012
- Figure 122: Usage and awareness of pizza restaurant brands – “have visited but not in the last 12 months,” November 2012
- Figure 123: Usage and awareness of pizza restaurant brands – “never visited but have heard of,” November 2012
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- Figure 124: Usage and awareness of pizza restaurant brands – “never visited and never heard of,” November 2012
- Brand satisfaction
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- Figure 125: Satisfaction with the Pizza Hut brand, November 2012
- Figure 126: Satisfaction with the Papa John’s brand, November 2012
- Figure 127: Satisfaction with the Domino’s brand, November 2012
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- Figure 128: Satisfaction with the California Pizza Kitchen brand, November 2012
- Figure 129: Satisfaction with the Little Caesars brand, November 2012
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- Figure 130: Satisfaction with the CiCi’s Pizza brand, November 2012
- Interaction with pizza restaurant brands
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- Figure 131: Interaction with the Pizza Hut brand, November 2012
- Figure 132: Interaction with the Pizza Hut brand, November 2012 (continued)
- Figure 133: Interaction with the Papa John’s brand, November 2012
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- Figure 134: Interaction with the Papa John’s brand, November 2012 (continued)
- Figure 135: Interaction with the Domino’s brand, November 2012
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- Figure 136: Interaction with the Domino’s brand, November 2012 (continued)
- Figure 137: Interaction with the California Pizza Kitchen brand, November 2012
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- Figure 138: Interaction with the Little Caesars brand, November 2012
- Figure 139: Interaction with the CiCi’s Pizza brand, November 2012
- Motivations for interacting with pizza restaurant brands
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- Figure 140: Reason for interaction with the Pizza Hut brand, November 2012
- Figure 141: Reason for interaction with the Pizza Hut brand, November 2012 (continued)
- Figure 142: Reason for interaction with the Papa John’s brand, November 2012
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- Figure 143: Reason for interaction with the Papa John’s brand, November 2012 (continued)
- Figure 144: Reason for interaction with the Domino’s brand, November 2012
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- Figure 145: Reason for interaction with the Domino’s brand, November 2012 (continued)
- Figure 146: Reason for interaction with the California Pizza Kitchen brand, November 2012
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- Figure 147: Reason for interaction with the Little Caesars brand, November 2012
- Figure 148: Reason for interaction with the Little Caesars brand, November 2012 (continued)
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- Figure 149: Reason for interaction with the CiCi’s Pizza brand, November 2012
- Online conversations
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- Figure 150: Select pizza restaurant brands’ share of conversations, Sept. 19-Nov. 19, 2012
- Figure 151: Conversations by brand, Sept. 19-Nov. 19, 2012
- Figure 152: Selected pizza restaurants’ share of brand conversations, by page type, Sept. 19-Nov. 19, 2012
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- Figure 153: Types of conversations concerning selected pizza restaurant brands, Sept. 19-Nov. 19, 2012
- Figure 154: Types of conversations concerning selected pizza restaurant brands, Sept. 19-Nov. 19, 2012
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- Figure 155: Types of conversation regarding selected pizza restaurant brands, by day, Sept. 19-Nov. 19, 2012
- Figure 156: Types of conversation regarding selected pizza restaurant brands, by type of website, Sept. 19-Nov. 19, 2012
Appendix – Trade Associations
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