Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Market size and forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size and forecast
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- Figure 1: Total US sales and fan chart forecast of pizza restaurants, at current prices, 2008-18
- Market drivers and competition
- Insights and opportunities
- Menu analysis
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- Figure 2: Top 10 types of pizza at pizza restaurants, by incidence, Q2 2010-13
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- Figure 3: Top 10 nutritional claims for pizza at pizza restaurants, by incidence, Q2 2010-13
- The consumer
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- Figure 4: Desired menu improvements at pizza restaurants, September 2013
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- Figure 5: Reasons for limited pizza restaurant usage, September 2013
- What we think
Issues and Insights
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- The ways pizza restaurants can capitalize on the upscale trend
- The issues
- The implications
- The direction pizza restaurants should take in terms of menu expansion
- The issues
- The implications
- The out-of-store opportunities available for pizza restaurants
- The issues
- The implications
- Health concerns regarding pizza restaurants
- The issues
- The implications
Trend Applications
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- Trend: Transumers
- Trend: Extend My Brand
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- Sales and forecast
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- Figure 6: Total US sales and forecast of pizza restaurants, at current prices, 2008-18
- Figure 7: Total US sales and forecast of pizza restaurants, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Total US sales and fan chart forecast of pizza restaurants, at current prices, 2008-18
Market Drivers
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- Economic indicators
- Rising commodity prices
- Calorie Disclosure Legislation
- Gluten-free defined by government
- Promoting health to children
- Millennials drive usage
Competitive Context
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- Grocery stores
- Convenience stores and vending
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- Figure 9: CiCi’s To-Go Banner Ad, October 2013
- Quick service restaurants
- Fast casual restaurants
- Full-service restaurants
Featured Companies
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- New fast casual players
- Expansion
Innovations and Innovators – Menu Items
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- Unique and upscale
- Ethnic flavors
- BFY (Better-for-you)
- Assembly line customization
- Dough
- Gluten-free
- LTOs (Limited-time offers)
Innovations and Innovators – Operational
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- Value and deals
- Transparent rebranding
- Alcohol offerings
- Technology
- Ordering
- Experience
Marketing Strategies
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- Overview of the brand landscape
- Upscale/“Better Pizza” category
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- Figure 10: Pie Five Pizza Co., Franchise Marketing tools, October 2013
- Market position/Rebranding
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- Figure 11: California Pizza Kitchen Mobile Phone App, October 2013
- Campaigns/Promotions
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- Figure 12: Pizza Inn “Pizza Inn Everybody Wins,” July 2013
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- Figure 13: Papa Murphy’s Take ‘N’ Bake Valentine’s Day Campaign, February 2013
Social Media – Pizza Restaurants
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- Key points
- Social media metrics
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- Figure 14: Key social media metrics, Oct. 2013
- Market overview
- Brand usage and awareness
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- Figure 15: Brand usage and awareness for selected pizza restaurants, Oct. 2013
- Interactions with pizza restaurants
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- Figure 16: Interactions with selected pizza restaurants, Oct. 2013
- Online conversations
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- Figure 17: Online mentions around select pizza restaurants, by day, April 28-Oct. 27, 2013
- Where are people talking about pizza restaurants?
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- Figure 18: Online mentions around select pizza restaurants, by page type, April 28-Oct. 27, 2013
- What are people talking about?
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- Figure 19: Topics of discussion among the select pizza restaurants, April 28-Oct. 27, 2013
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- Figure 20: Topics of discussion among the select pizza restaurants, by page, April 28-Oct. 27, 2013
- Analysis by brand
- Pizza Hut
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- Figure 21: Social media metrics—Pizza Hut, October 2013
- Domino’s
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- Figure 22: Social media metrics—Domino’s Pizza, October 2013
- Little Caesars
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- Figure 23: Social media metrics—Little Caesars, October 2013
- Papa John’s
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- Figure 24: Social media metrics—Papa John’s, October 2013
- CiCi’s Pizza
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- Figure 25: Social media metrics—CiCi’s Pizza, October 2013
- Papa Murphy’s
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- Figure 26: Social media metrics—Papa Murphy’s, October 2013
Menu Analysis – Menu Breakdown
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- Segment overview
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- Figure 27: Segment breakdown of pizza restaurants, by incidence, Q2 2010-13
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- Figure 28: Segment breakdown of food menu items at pizza restaurants, by incidence, Q2 2010-13
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- Figure 29: Food items by menu section at pizza restaurants, by incidence, Q2 2010-13
- Pizza overview
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- Figure 30: Segment breakdown of pizzas menued at pizza restaurants, by incidence, Q2 2010-13
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- Figure 31: Top 10 types of pizza at pizza restaurants, by incidence, Q2 2010-13
Menu Analysis – Pizza Ingredients
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- Pizza ingredients
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- Figure 32: Ingredients for pizzas at pizza restaurants, by incidence, Q2 2010-13
- Pizza crusts
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- Figure 33: Top 10 crusts for pizzas at pizza restaurants, by incidence, Q2 2010-13
- Pizza protein
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- Figure 34: Top 10 proteins on pizzas at pizza restaurants, by incidence, Q2 2010-13
- Pizza cheese
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- Figure 35: Top 10 cheeses on pizzas at pizza restaurants, by incidence, Q2 2010-13
- Vegetable toppings
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- Figure 36: Top 10 vegetables on pizzas at pizza restaurants, by incidence, Q2 2010-13
- Pizza sauces
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- Figure 37: Top 10 sauces on pizzas at pizza restaurants, by incidence, Q2 2010-13
- Herbs on pizzas
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- Figure 38: Top 10 herbs on pizzas at pizza restaurants, by incidence, Q2 2010-13
Menu Analysis – Pizza Claims
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- Geographical claims
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- Figure 39: Top 10 geographical claims for pizza at pizza restaurant menus, by incidence, Q2 2010-13
- Nutritional claims
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- Figure 40: Top 10 nutritional claims for pizza at pizza restaurants, by incidence, Q2 2010-13
- Marketing claims
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- Figure 41: Top 10 marketing claims for pizza at pizza restaurants, by incidence, Q2 2010-13
Consumer Trends Overview
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- Key points
- Pizza restaurant usage
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- Figure 42: Pizza restaurant usage, September 2013
- Changes in behavior at pizza restaurants
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- Figure 43: Changes in behavior at pizza restaurants, September 2013
- Desired menu improvements at pizza restaurants
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- Figure 44: Desired menu improvements at pizza restaurants, September 2013
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- Figure 45: Desired menu improvements at pizza restaurants, by gender, September 2013
- Reasons for limited pizza restaurant usage
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- Figure 46: Reasons for limited pizza restaurant usage, by gender, September 2013
- Desired operational improvements at pizza restaurants
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- Figure 47: Desired operational improvements at pizza restaurants, by gender, September 2013
- Consumer attitudes toward pizza restaurants
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- Figure 48: Consumer attitudes toward pizza restaurants, September 2013
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- Figure 49: Consumer attitudes toward pizza restaurants, September 2013
Consumer Trends by Gender
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- Key points
- Men lead in usage of most types of pizza restaurants
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- Figure 50: Pizza restaurant usage and dayparts, by gender, September 2013
- Women are ordering healthier items; men are ordering more upscale items
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- Figure 51: Changes in behavior at pizza restaurants, by gender, September 2013
- Women prefer salads and flatbreads while men look for specialty pizzas
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- Figure 52: Desired menu improvements at pizza restaurants, by gender, September 2013
- Women are deterred by calories while men are dissuaded by long waits
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- Figure 53: Reasons for limited pizza restaurant usage, by gender, September 2013
- Women are more deal conscious, while men are technology oriented
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- Figure 54: Desired operational improvements at pizza restaurants, by gender, September 2013
- Women value health, while men want low price, transparency, and alcohol
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- Figure 55: Consumer attitudes toward pizza restaurants, by gender, September 2013
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- Figure 56: Consumer attitudes toward pizza restaurants, by gender, September 2013
Consumer Trends by Age
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- Key points
- Pizza consumption at restaurants and retail is led by Millennials
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- Figure 57: Pizza restaurant usage and dayparts, by age, September 2013
- Millennials most likely increased usage of deals, pick-up, and orders
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- Figure 58: Changes in behavior at pizza restaurants, by age, September 2013
- Millennials seek bite-sized items, specialty pizzas, and alcohol offerings
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- Figure 59: Desired menu improvements at pizza restaurants, by age, September 2013
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- Figure 60: Desired menu improvements at pizza restaurants, by age, September 2013
- Younger Millennials are deterred by time; older Millennials are deterred by low-quality ingredients that are not fresh
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- Figure 61: Reasons for limited pizza restaurant usage, by age, September 2013
- Millennials are interested in operational and promotional aspects of apps
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- Figure 62: Desired operational improvements at pizza restaurants, by age, September 2013
- Millennials value transparency, high quality, and healthfulness
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- Figure 63: Consumer attitudes toward pizza restaurants, by age, September 2013
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- Figure 64: Consumer attitudes toward pizza restaurants, by age, September 2013
Consumer Trends by Income
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- Key points
- Middle class are the prime users for pizza restaurants and retail pizza
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- Figure 65: Pizza restaurant usage and dayparts, by household income, September 2013
- Low income increased deal usage, while middle class increased orders
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- Figure 66: Changes in behavior at pizza restaurants, by household income, September 2013
- Low income seek bite-sized items and affluent want upscale custom pizzas
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- Figure 67: Desired menu improvements at pizza restaurants, by household income, September 2013
- Low income are deterred by price; affluent are deterred by calories and fat
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- Figure 68: Reasons for limited pizza restaurant usage, by household income, September 2013
- Low income want ready-made pizzas; middle class want reward programs
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- Figure 69: Desired operational improvements at pizza restaurants, by household income, September 2013
- Low income are focused on price; affluent value quality and health
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- Figure 70: Consumer attitudes toward pizza restaurants, by household income, September 2013
Consumer Trends by Hispanic Origin
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- Key points
- Hispanics use all types of pizza restaurants more than non-Hispanics
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- Figure 71: Pizza restaurant usage and dayparts, by Hispanic origin, September 2013
- Hispanics increased usage of apps, deals, and ordering upscale items
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- Figure 72: Changes in behavior at pizza restaurants, by Hispanic origin, September 2013
- Hispanics seek salads, portable items, dipping sauces, and gourmet pizzas
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- Figure 73: Desired menu improvements at pizza restaurants, by Hispanic origin, September 2013
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- Figure 74: Desired menu improvements at pizza restaurants, by Hispanic origin, September 2013
- Hispanics are deterred from pizza restaurants due to price, health, and time
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- Figure 75: Reasons for limited pizza restaurant usage, by Hispanic origin, September 2013
- Hispanics seek ready-made pizzas, reservations, games, and location tools
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- Figure 76: Desired operational improvements at pizza restaurants, by Hispanic origin, September 2013
- Hispanics are more likely to agree with attitude statements surveyed
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- Figure 77: Consumer attitudes toward pizza restaurants, by Hispanic origin, September 2013
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- Figure 78: Consumer attitudes toward pizza restaurants, by Hispanic origin, September 2013
Consumer Trends by Region
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- Key points
- Northeasterners use independents, Southerners use sit-down chains and grocery take-and-bakes, while Westerners use restaurant take-and-bakes
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- Figure 79: Pizza restaurant usage and dayparts, by region, September 2013
- Southerners increased items per order, delivery, and usage of apps
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- Figure 80: Changes in behavior at pizza restaurants, by region, September 2013
- Midwesterners are deterred the least from pizza restaurants due to health
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- Figure 81: Reasons for limited pizza restaurant usage, by region, September 2013
- Northeasterners most likely to desire more online payment options
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- Figure 82: Desired operational improvements at pizza restaurants, by region, September 2013
- Southerners would order non-pizza items from pizza restaurants
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- Figure 83: Consumer attitudes toward pizza restaurants, by region, September 2013
Consumer Trends by Presence of Children
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- Key points
- Parents living with children aged 6-11 use pizza restaurants the most
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- Figure 84: Pizza restaurant usage and dayparts, by parents with children and age, September 2013
- Parents with children 6-11 increased ordering upscale items while parents with children 12-17 increased grocery store pizza purchases
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- Figure 85: Changes in behavior at pizza restaurants, by parents with children and age, September 2013
- Parents of children 0-5 seek breakfast pizzas, parents of children 6-11 seek portable items, and older families desire salad items
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- Figure 86: Desired menu improvements at pizza restaurants, by parents with children and age, September 2013
- Parents of children 6-11 avoid pizza restaurants due to time constraints
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- Figure 87: Reasons for limited pizza restaurant usage, by parents with children and age, September 2013
- Families with children 0-5 seek mobile coupons, those 6-11 want location finders, and those 12-17 want daily deals and take-and-bake options
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- Figure 88: Desired operational improvements at pizza restaurants, by parents with children and age, September 2013
- Parents of children 0-5 seek more healthful items; parents of children 6-11 would like more non-pizza items including breakfast offerings
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- Figure 89: Consumer attitudes toward pizza restaurants, by parents with children in household, September 2013
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- Figure 90: Consumer attitudes toward pizza restaurants, by parents with children and age, September 2013
Appendix – Other Useful Consumer Tables
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- Figure 91: Desired menu improvements at pizza restaurants, by region, September 2013
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- Figure 92: Desired menu improvements at pizza restaurants, by gender, September 2013
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- Figure 93: Desired menu improvements at pizza restaurants, by household income, September 2013
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- Figure 94: Desired menu improvements at pizza restaurants, by region, September 2013
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- Figure 95: Desired menu improvements at pizza restaurants, by parents with children and age, September 2013
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- Figure 96: Consumer attitudes toward pizza restaurants, by household income, September 2013
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- Figure 97: Consumer attitudes toward pizza restaurants, by region, September 2013
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Appendix – Market Drivers
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- Consumer confidence
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- Figure 98: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 99: US Unemployment Rate, by month, 2002-13
- Figure 100: US unemployment and underemployment rates, 2007-13
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- Figure 101: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
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- Figure 102: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 103: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity – highest in decades
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- Figure 104: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 105: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 106: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 107: US population, by age, 2008-18
- Figure 108: US households, by presence of own children, 2002-12
Appendix – Social Media – Pizza Restaurants
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- Online conversations
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- Figure 109: Online mentions around select pizza restaurants, by week, April 28-Oct. 27, 2013
- Figure 110: Online mentions around select pizza restaurants, by page type, April 28-Oct. 27, 2013
- Figure 111: Topics of discussion among the select pizza restaurants, April 28-Oct. 27, 2013
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- Figure 112: Topics of discussion among the select pizza restaurants, by page, April 28-Oct. 27, 2013
- Brand usage or awareness
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- Figure 113: Brand usage or awareness, October 2013
- Figure 114: Pizza Hut usage or awareness, by demographics, October 2013
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- Figure 115: Papa John’s usage or awareness, by demographics, October 2013
- Figure 116: Domino’s usage or awareness, by demographics, October 2013
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- Figure 117: Little Caesars usage or awareness, by demographics, October 2013
- Figure 118: CiCi’s Pizza usage or awareness, by demographics, October 2013
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- Figure 119: Papa Murphy’s usage or awareness, by demographics, October 2013
- Activities done
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- Figure 120: Activities done, October 2013
- Figure 121: Pizza Hut—Activities done, by demographics, October 2013
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- Figure 122: Papa John’s—Activities Done, by demographics, October 2013
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- Figure 123: Domino’s—Activities done, by demographics, October 2013
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- Figure 124: Little Caesars—Activities done, by demographics, October 2013
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- Figure 125: CiCi’s Pizza – Activities done, by demographics, October 2013
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- Figure 126: Papa Murphy’s – Activities done, by demographics, October 2013
Appendix – Trade Associations
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