Table of Contents
Executive Summary
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- The market
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- Figure 1: Value sales of the total pizza and pasta restaurant/takeaway market, 2009-19
- Market factors
- Companies, brands and innovation
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- Figure 2: Outlet numbers of selected leading pizza/pasta restaurant/takeaway brands, 2011 and 2014
- Who’s innovating?
- The consumer
- Frequency of visiting pizza and pasta restaurants, takeaways and home deliveries
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- Figure 3: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, August 2014
- Venues used
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- Figure 4: Pizza/pasta restaurant and takeaway usage, August 2014
- Types of pizza purchased from a supermarket
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- Figure 5: Types of pizza purchased from a supermarket, August 2014
- Consumer perceptions of pizza
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- Figure 6: Correspondence analysis of consumer perceptions of pizza, August 2014
- Attitudes towards pizza/pasta restaurants
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- Figure 7: Attitudes towards pizza/pasta restaurants, August 2014
- Pizza/pasta restaurant menu enticements
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- Figure 8: Pizza/pasta restaurant menu enticements, August 2014
- What we think
Issues and Insights
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- Fast casual concepts can support growth by tapping into new occasions
- The facts
- The implications
- Putting the ‘experience’ back into dining out
- The facts
- The implications
- Adopting US trends for ‘stunt foods’ can give UK takeaways standout
- The facts
- The implications
Trend Application
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- The Influentials
- Guiding Choice
- Human
Market Drivers
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- Key points
- A disconnect between the economy and consumer confidence
- The population isn’t feeling the benefit of economic recovery
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- Figure 9: Selected consumer spending priorities (after bills), January 2013-October 2014
- The squeeze on the middle market
- Scope for specialisation at both ends of the market
- Challenges and opportunities with Britain’s ageing population
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- Figure 10: Trends in the age structure of the UK population, 2009-14 and 2014-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Revamped store design
- Domino’s creates a ‘pizza journey’
- Pizza Hut goes back to its American roots
- Bella Italia – an all-rounder
- All-day dining opportunities
- Operators look to all-day dining
- Competition from convenient retail products
- Widening menus
- Product trends
- Americana mania
- US trends
- ‘Nduja
Market Size, Segmentation and Forecast
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- Key points
- Market size
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- Figure 11: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2009-19
- Segment performance
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- Figure 12: Value sales of the UK pizza and pasta takeaway/home delivery market, 2009-19
- Figure 13: Value sales of the UK pizza and pasta dine-in restaurant market, 2009-19
- Forecast
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- Figure 14: Value sales of the total pizza and pasta restaurant/takeaway market, 2009-19
- Figure 15: Value sales of the total pizza and pasta takeaway/home delivery market, 2009-19
- Figure 16: Value sales of the total pizza and pasta restaurant market, 2009-19
- Forecast methodology
Market Share
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- Key points
- Competitive marketplace sees a number of chains change hands…
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- Figure 17: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2011-14
- …whilst others look to carve out more defined market positions
- Pizza Hut looks to America, while Bella Italia extends to all-day dining
- Carluccio’s on track for 100 outlets
- Experimenting with menu range and focus
- Growing pressure on bigger players from emerging niche brands
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- Figure 18: Outlet numbers of selected emerging pizza restaurant brands, 2014
- Emerging brands are frontrunners of wider trends
- From stripped back to longer stays
Companies and Products
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- Key points
- Domino’s
- Financial results
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- Figure 19: Financial performance of Domino’s Pizza Group UK Plc, 2012 and 2013
- Recent developments
- Menu developments
- Papa John’s
- Financial results
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- Figure 20: Financial performance of Papa John’s (GB) Limited, 2011-13
- Recent developments
- Menu developments
- Pizza Hut
- Financial results
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- Figure 21: Financial performance of Pizza Hut UK, 2011-13
- Recent developments
- Menu developments
- Prezzo
- Financial results
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- Figure 22: Financial performance of Prezzo Plc, 2011-13
- Recent developments
- Menu developments
- Strada
- Menu developments
- Bella Italia
- Recent developments
- Menu developments
- PizzaExpress
- Store portfolio
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- Figure 23: PizzaExpress outlets and employee numbers, 2010-13
- Menu developments
- Retail products
- Gondola Group
- ASK Italian
- Store portfolio
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- Figure 24: ASK Italian outlets and employee numbers, 2010-13
- Menu developments
- Zizzi
- Store portfolio
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- Figure 25: Zizzi outlets and employee numbers, 2010-13
- Recent developments
- Menu developments
Brand Communication and Promotion
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- Key points
- Spending on above-the-line advertising fell by 3.4% in 2013
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- Figure 26: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, 2010-13
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- Figure 27: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, by media type, 2013
- Video content
The Consumer – Frequency of Using Pizza/Pasta Restaurants and Takeaways
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- Key points
- Frequency of visiting pizza/pasta restaurants/takeaways
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- Figure 28: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, August 2014
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- Figure 29: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, October 2013 and August 2014
- Operators still rely heavily on discounting to drive trade
- Steps to make promotions more emotive
- Push marketing is trialled by Papa John’s and Strada
- Promotions geared to drive repeat visits
- The market targets new occasions
- Looking to breakfast and lunch to help prompt visits
- Using drinking occasions to frame pizza restaurants as social spaces
- Fast casual pizza operators have the opportunity to shake up the category
The Consumer – Pizza/Pasta Outlets Used
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- Key points
- Pizza Hut and Domino’s garner the most usage
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- Figure 30: Pizza/pasta restaurant and takeaway usage, August 2014
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- Figure 31: Pizza/pasta restaurant and takeaway usage, October 2013 and August 2014
- Various operators continue expansion
- Domino’s targets men with Xbox ordering
- Targeting family diners
- Smartphone apps
The Consumer – Perceptions of Supermarket versus Restaurant/Takeaway Pizza
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- Key points
- Types of pizza purchased from a supermarket
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- Figure 32: Types of pizza purchased from a supermarket, August 2014
- Pizza usage falls with age
- Challenge from at-home pizza prompts menu diversification
- Consumer perceptions – correspondence analysis
- Methodology
- Word association
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- Figure 33: Correspondence analysis of consumer perceptions of different types of pizza, August 2014
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- Figure 34: Consumer perceptions of pizza, August 2014
The Consumer – Attitudes towards Pizza/Pasta Restaurants
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- Key points
- Attitudes towards pizza/pasta restaurants
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- Figure 35: Attitudes towards pizza/pasta restaurants, August 2014
- Less than half of users find pizza/pasta restaurants relaxing
- Generalists….
- Wider menus cater to demand outside pizza/pasta
- Mix-and-match options
- …versus specialists
- All-day dining opportunities
- Tentative interest in occasions other than main meals
- Operators targeting lunch need to disrupt focus on price and convenience
- Separate seating areas could improve uptake of breakfast and lunch
The Consumer – Pizza/Pasta Restaurants’ Menu Enticements
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- Key points
- Menu enticements
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- Figure 36: Pizza/pasta restaurant menu enticements, August 2014
- Authenticity strikes a chord
- Demand for different doughs
- Unusual ingredients and flavour combinations
- Stunt foods
- Leveraging reviews to make dish recommendations
- Snacking opportunities
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