Table of Contents
Executive Summary
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- The market
- Takeaway outperforms dine-in
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- Figure 1: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2010-20
- The market may not benefit as budgets relax
- The National Living Wage drives up costs
- Ageing population is challenge for the market
- Companies and brands
- Changes to the competitive landscape
- Brands in the market lack differentiation
- Expanding distribution channels and occasions
- Gourmet trends and crowdsourcing
- Technological developments
- The consumer
- Perceptions of types of restaurants
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- Figure 2: Correspondence analysis – Perceptions of pizza and pasta restaurants, August 2015
- Frequency of visiting pizza/pasta restaurants/takeaways
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- Figure 3: Frequency of visiting pizza and pasta restaurants, takeaways/home deliveries, August 2015
- Reasons for using pizza/pasta restaurants/takeaways
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- Figure 4: Reasons for using pizza/pasta restaurants/takeaways, August 2015
- Pizza/pasta restaurant/takeaway purchasing behaviours
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- Figure 5: Pizza/pasta restaurant/takeaway purchasing behaviours, August 2015
- Attitudes towards pizza/pasta restaurants/takeaways
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- Figure 6: Attitudes towards pizza/pasta restaurants/takeaways, August 2015
- Interest in products/services at pizza/pasta restaurants/takeaways
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- Figure 7: Interest in products/services at pizza/pasta restaurants/takeaways, August 2015
- What we think
Issues and Insights
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- Scope for fast casual pizza formats to shake up the category
- The facts
- The implications
- Technological advances could help operators engage core youth market
- The facts
- The implications
- Pizza/pasta venues can draw on healthy eating trends to drive growth
- The facts
- The implications
The Market – What You Need to Know
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- The market may not benefit as budgets relax
- The National Living Wage drives up costs
- Britain’s ageing population is challenge for the market
- Market size, segmentation and forecast
Market Drivers
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- The economic recovery
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- Figure 8: Selected consumer spending priorities (after bills), October 2014-October 2015
- The National Living Wage
- Tipping policies
- Britain’s ageing population
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- Figure 9: Trends in the age structure of the UK population, 2010-15 and 2015-20
Market Size, Segmentation and Forecast
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- Market size
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- Figure 10: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2010-20
- Segment performance
- Takeaway/home delivery
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- Figure 11: Value sales of the UK pizza and pasta takeaway market, 2010-20
- Dine-in
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- Figure 12: Value sales of the UK pizza and pasta restaurant market, 2010-20
- Forecast
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- Figure 13: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2010-20
- Takeaway/home delivery
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- Figure 14: Value sales of the UK pizza and pasta takeaway market, 2010-20
- Dine-in
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- Figure 15: Value sales of the UK pizza and pasta restaurant/market, 2010-20
Key Players – What You Need to Know
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- Changes to the competitive landscape
- Takeaway/home delivery brands expand
- Expanding menus and distribution channels
- Technological developments
- Spending on above-the-line advertising falls with focus on digital
- Brands in the market lack differentiation
- Sit-down venues stand out on quality
- Scope for fast casual formats
- New product development – Gourmet trends
- Crowdsourcing New Product Development
Market Share
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- Market shake-up
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- Figure 16: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2011-15
- The Azzurri Group looks to next stages of growth
- Confident expansion in the takeaway/home delivery arena
Launch Activity and Innovation
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- New product development trends
- Gourmet pizza options
- Breakfast menus
- Updated children’s menus
- Crowdsourcing NPD
- Fast casual pizza options
- Technological developments
- Pay-at-table apps
- Digital loyalty apps
- Alternative distribution channels
Brand Communication and Promotion
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- Spending on above-the-line advertising fell by 9.3% in 2014
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- Figure 17: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, by media type, 2010-14
- A move from conventional media into digital
- Creating more emotive connections
- Attention economy
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- Figure 18: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, by media type, 2010-14
Brand Research – Pizza/Pasta Restaurants and Takeaways
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- What you need to know
- Brand map
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- Figure 19: Attitudes towards and usage of selected brands, October 2015
- Key brand metrics
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- Figure 20: Key metrics for selected brands, October 2015
- Brand attitudes: Papa John’s noted for innovation, PizzaExpress for customer service
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- Figure 21: Attitudes, by brand, October 2015
- Brand personality: Pizza Hut is seen as tired whilst Domino’s excels as fun
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- Figure 22: Brand personality – Macro image, October 2015
- Domino’s strength as convenient marred by image as tacky
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- Figure 23: Brand personality – Micro image, October 2015
- Brand analysis
- Prezzo
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- Figure 24: User profile of Prezzo, October 2015
- Domino’s
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- Figure 25: User profile of Domino’s, October 2015
- PizzaExpress
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- Figure 26: User profile of PizzaExpress, October 2015
- Pizza Hut
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- Figure 27: User profile of Pizza Hut, October 2015
- Papa John’s
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- Figure 28: User profile of Papa John’s, October 2015
The Consumer – What You Need to Know
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- Frequency of use falling
- Value-for-money perceptions are an issue for pizza/pasta restaurants
- Discounting: A double-edged sword
- Opportunities to create more special-occasion dining visits
- The importance of unique product ranges
- Visual cues in-store can reassert expertise and add to experience
- Boosting convenience could help takeaway brands stand out
- Encouraging more impulse purchases
- Opportunities for more fast/fast casual pizza concepts in the UK
- Technological advances afford operators more flexibility with service
- A fifth of users limit their pizza/pasta intake due to health concerns
Perceptions of Types of Restaurants
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- Value-for-money perceptions are an issue for pizza/pasta restaurants
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- Figure 29: Correspondence analysis – Perceptions of pizza and pasta restaurants and key competing restaurant types, Aug 2015
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- Figure 30: Perceptions of pizza and pasta restaurants and key competing restaurant types, August 2015
- American venues stand out as ‘fun’, pubs as ‘welcoming’ and ethnic venues as ‘fresh’
- Opportunities for more fast food/fast casual pizza concepts in the UK
Frequency of Visiting Pizza/Pasta Restaurants/Takeaways
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- Usage of pizza/pasta venues declines with age
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- Figure 31: Frequency of visiting pizza and pasta restaurants, takeaways/home deliveries, August 2015
- Frequency of use is falling
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- Figure 32: Frequency of visiting pizza and pasta restaurants and using takeaways/home deliveries, October 2013, August 2014 and August 2015
Reasons for Using Pizza/Pasta Restaurants/Takeaways
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- Opportunities to expand special-occasion dining
- Helping mum to plan family time and romantic getaways
- Enhanced service plays into older diners’ special occasion-focused expectations
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- Figure 33: Reasons for using pizza/pasta restaurants/takeaways, August 2015
- Boosting convenience could help takeaway brands stand out
- Encouraging more impulse purchases
Behaviours and Attitudes towards Pizza/Pasta Restaurants/Takeaways
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- Pizza/pasta restaurant/takeaway purchasing behaviours
- Discounting: A double-edged sword
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- Figure 34: Pizza/pasta restaurant/takeaway purchasing behaviours, August 2015
- Competition from generalist venues intensifies
- Visual cues in-store could help reassert expertise and add to the experience
- Attitudes towards pizza/pasta restaurants/takeaways
- House specialities resonate
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- Figure 35: Attitudes towards pizza/pasta restaurants/takeaways, August 2015
- Balancing healthy eating concerns
Interest in Products/Services at Pizza/Pasta Restaurants/Takeaways
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- Using fast casual pizza trends to increase student appeal
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- Figure 36: Interest in products/services at pizza/pasta restaurants/takeaways, August 2015
- Technology trends
- Technological developments bring more flexibility to service formats
- Tweet a pizza – Making it easier to choose your brand
- High openness to push marketing
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Forecast methodology
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- Figure 37: Best- and worst-case forecasts for the total UK pizza and pasta restaurant/takeaway market, 2015-20
- Figure 38: Best- and worst-case forecasts for the UK pizza and pasta takeaway market, 2015-20
- Figure 39: Best- and worst-case forecasts for the UK pizza and pasta restaurant market, 2015-20
- Brand research
- Brand map
- Consumer research
- Correspondence analysis methodology
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