Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Eating out market faces challenges…
- …but there are opportunities for growth
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- Figure 1: Total UK pizza and Italian restaurants market, value sales and forecast, 2012-22
- Companies and brands
- Takeaway innovations
- Menu innovations
- Marketing initiatives
- The consumer
- Younger Millennials and parents are the core customers
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- Figure 2: Frequency of eating in at/ordering takeaway from pizza/Italian restaurants or outlets, September 2017
- Understanding the behaviours of the core customers
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- Figure 3: Behaviours towards pizza/Italian outlets and restaurants, September 2017
- Consumers’ interest in takeaway innovations
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- Figure 4: Consumers' interest in innovations when ordering a takeaway from a pizza/Italian venue, September 2017
- Consumers’ interest in in-store features
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- Figure 5: Eat-in consumers' interest in features at a pizza/Italian venue, September 2017
- Encouraging consumer visits
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- Figure 6: Products or services that would encourage consumers to visit pizza/Italian venues, September 2017
- What we think
Issues and Insights
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- Attracting students
- The facts
- The implications
- Retaining parents
- The facts
- The implications
- Snacking opportunities
- The facts
- The implications
The Market – What You Need to Know
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- Market is in slow growth
- Businesses face headwinds…
- …but opportunities knock
Segment Performance, Market Size and Forecast
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- Total market overview
- Pizza and Italian restaurants in slow growth
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- Figure 7: Total UK pizza and Italian restaurants market, value sales and forecast, 2012-22
- Familiarity of pizza drives demand
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- Figure 8: Total UK pizza and Italian restaurants market, value sales and forecast, 2012-22
- Pizza takeaway segment
- Pizza takeaways look set to prop up the total market
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- Figure 9: UK pizza takeaway market, value sales and forecast, 2012-22
- The opportunities
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- Figure 10: UK pizza takeaway market, value sales and forecast, 2012-22
- Dine-in restaurant segment
- Dine-in restaurants are taking stock
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- Figure 11: UK pizza and Italian restaurants eat-in market, value sales and forecast, 2012-22
- The opportunities
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- Figure 12: UK pizza and Italian restaurants eat-in market, value sales and forecast, 2012-22
- Forecast methodology
Market Drivers
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- Consumers are holding up the eating out market...
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- Figure 13: Trends in how respondents would describe their financial situation, February 2009-August 2017
- …but income squeeze looks set to return
- The headwinds to temper growth
- Britain’s ageing population
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- Figure 14: Trends in the age structure of the UK population, 2011-16 and 2016-21
- Hospitality recruitment at its most difficult
- Apprenticeship levy comes into force in April 2017
- Rising business rates
- Rising inflation and the weakened Pound
- National Living Wage and National Minimum Wage
- Promisingly for the market…
- Consumers’ appetite for fast food grows
- Takeaway/home delivery becomes ubiquitous
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- Figure 15: Trends in participation of selection leisure activities, done once a month, January 2016-July 2017
- Parents are big spenders in casual dining restaurants
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- Figure 16: Trends in leisure activity spend on going to a restaurant with table service (excluding pubs) for a meal, January 2016-April 2017
- Growth of the workforce
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- Figure 17: Employment and unemployment trends, 2011-16 and 2016-21
- Smartphone ownership is peaking
Companies and Brands – What You Need to Know
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- Consumers' perceptions of selected restaurant brands
- New home delivery innovations
- Menu innovations that stand out
- Marketing that grabs attention
- Examples of restaurant groups that are growing
Launch Activity and Innovation
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- Home delivery
- Amazon Alexa ordering
- Facebook Messenger chatbot
- Demand for faster speed service
- Third-party delivery becomes mainstream
- Investing in takeaway packaging
- Grab-and-go gains traction
- Click-and-collect scales up
- Bright approach to dark kitchens
- Menu innovations
- Sharing food at the table
- Dessert pizzas on the rise
- Breakfast pizzas have stretch
- Alcohol lifts consumer spirits
- Pizza snacks raise dough
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- Figure 18: Examples of retail pizza snacks, 2017
- Marketing ideas
- Amplifying leisure experiences
- Wi-Fi solutions
- Discounts and promotions
Advertising and Marketing Activity
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- Radio reaches £1.5 million spend
- Mobile drives digital spend
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- Figure 19: Advertising expenditure, by media type, 2015 and 2016
- Total advertising spend in 2016 highest in five years
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- Figure 20: Advertising expenditure by selected pizza and Italian operators, 2012-17
- Domino’s the top ad spender
- Papa John’s builds trust
- Pizza Hut focuses on Millennials
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- Figure 21: Advertising expenditure by selected pizza and Italian operators, by media type, 2012-17
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 22: Attitudes towards and usage of selected brands, August 2017
- Key brand metrics
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- Figure 23: Key metrics for selected brands, August 2017
- Brand attitudes: Domino’s and Pizza Hut are widely available
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- Figure 24: Attitudes, by brand, August 2017
- Brand personality: Zizzi on par with Prezzo as ‘exclusive’
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- Figure 25: Brand personality – macro image, August 2017
- Papa John’s is the least exciting, cool and healthy brand of all
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- Figure 26: Brand personality – micro image, August 2017
- Brand analysis
- Domino’s has a strong national presence
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- Figure 27: User profile of Domino’s, August 2017
- Zizzi has to do more to increase brand visibility
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- Figure 28: User profile of Zizzi, August 2017
- Prezzo needs to draw attention to its value proposition
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- Figure 29: User profile of Prezzo, August 2017
- Under-45s are drawn to the Papa John’s brand
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- Figure 30: User profile of Papa John’s, August 2017
- Pizza Hut enjoys positive brand association among younger diners
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- Figure 31: User profile of Pizza Hut, August 2017
Company Profiles
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- Figure 32: Selected pizza and Italian restaurants and takeaways, by outlet numbers, 2011-17
- Pizza delivery brands
- Papa John’s
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- Figure 33: Key financial data for Papa John's (GB) Limited, 2014-16
- Firezza
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- Figure 34: Key financial data for Firezza Limited, 2015 and 2016
- Pizza Hut Delivery
- Domino's
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- Figure 35: Key financial data for Domino's Pizza UK & Ireland Limited, 2014-16
- Casual dining restaurants
- Jamie’s Italian
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- Figure 36: Key financial data for Jamie's Italian Limited, 2014 and 2015
- Frankie & Benny’s
- Bella Italia
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- Figure 37: Key Financial data for Bella Italia Restaurants Limited, 2015 and 2016
- The Azzurri Group
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- Figure 38: Key financial data for The Azzurri Group, 2015 and 2016
- Various Eateries
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- Figure 39: Key financial data for Various Eateries Limited, 2015 and 2016
- PizzaExpress
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- Figure 40: Key financial data for PizzaExpress (Restaurants) Limited, 2015 and 2016
- Pizza Hut Restaurants
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- Figure 41: Key financial data for Pizza Hut (U.K.) Limited, 2014-16
- Carluccio’s
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- Figure 42: Key financial data for Carluccio's Limited, 2015 and 2016
- Prezzo
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- Figure 43: Key financial data for Papa Topco Limited (formerly Prezzo Limited), 2015 and 2016
- Contemporary players
- Homeslice
- Made of Dough
- Pizza Pilgrims
- Franco Manca
- Ones to watch
- Rossopomodoro
- Pizza Union
- Vapiano
- Telepizza
- MOD Pizza
- Stonehouse Pizza & Carvery
- Barrel & Stone
- Pizza, Pots & Pints
- Stretch & Pull
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The Consumer – What You Need to Know
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- Understanding takeaway consumers
- Understanding eat-in consumers
- Examining the behaviours towards pizza or Italian venues
- Consumer interest in takeaway innovations
- Consumer interest in in-store features
- Encouraging consumer visits
Takeaway Visits
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- Younger Millennials are boosting the pizza takeaway segment
- Identifying the non-users
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- Figure 44: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, September 2017
- Most consumers order pizza takeaways once a month or less
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- Figure 45: Frequency of eating in at/ordering takeaway from pizza/Italian restaurants or outlets, September 2017
- Understanding the regular customers of pizza takeaways
- Younger Millennials are the most frequent users
- One in 10 parents of under-16s eat pizza takeaways more than once a week
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- Figure 46: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, by demographics, September 2017
- Domino’s is in an unassailable lead in terms of takeaway usage
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- Figure 47: Restaurants or outlets visited to order takeaway from, September 2017
- Most people buy takeaways from one type of pizza brand
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- Figure 48: Repertoire of restaurants or outlets visited to order takeaway from, September 2017
Eat-in Visits
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- Students and parents are boosting restaurant eat-in segment
- Identifying the non-users
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- Figure 49: Frequency of eating in at pizza/Italian restaurants or outlets, September 2017
- Most consumers eat in at pizza restaurants once a month or less
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- Figure 50: Frequency of eating in at/ordering takeaway from pizza/Italian restaurants or outlets, September 2017
- Understanding pizza restaurants’ regular customers
- Younger Millennials are the most frequent users
- One in 10 parents of under-16s eat in at pizza restaurants more than once a week
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- Figure 51: Frequency of eating in at pizza/Italian restaurants or outlets, by demographics, September 2017
- Pizza Hut leads in dine-in usage
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- Figure 52: Restaurants or outlets visited to eat in at, September 2017
- Most eat-in consumers visit one type of restaurant
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- Figure 53: Repertoire of restaurants or outlets visited to eat in at, September 2017
Behaviours towards Pizza or Italian Venues
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- Understanding eat-in behaviours
- People are eating pizza at retail locations
- Millennials enjoy live entertainment…
- …and dishes created by guest chefs
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- Figure 54: Eat-in behaviours towards pizza/Italian outlets and restaurants, September 2017
- Understanding takeaway behaviours
- It’s cheaper to order directly…
- …provided specialists offer discounts
- Yet, people want to be spoiled for choice
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- Figure 55: Takeaway behaviours towards pizza/Italian outlets and restaurants, September 2017
- Engaging the savvy consumer
- They like brands that sponsor events
- They want faster speed of service
- They engage with brands through social media
- They take part in in-store activities
- They buy non-food merchandise
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- Figure 56: Behaviours towards pizza/Italian outlets and restaurants, September 2017
Interest in Takeaway Innovations
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- Examining women’s interests
- Discount codes
- Lunchtime meal deals
- Money-back guarantee
- Online ordering
- Younger Millennials are interested in click-and-collect
- Parents’ and men’s shared interests
- Chatbots and voice ordering
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- Figure 57: Consumers' interest in innovations when ordering a takeaway from a pizza/Italian venue, September 2017
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- Figure 58: Takeaway consumers' interest in takeaway innovations, by any restaurants/outlets visited to takeaway, September 2017
Interest in In-Store Features
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- Marketing to young women
- Discount cards
- Loyalty schemes
- Sofa seats
- Family or noisy zones
- Younger Millennials are using self-service ordering kiosks
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- Figure 59: Eat-in consumers' interest in features at a pizza/Italian venue, September 2017
- Older diners are interested in quiet zones
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- Figure 60: Eat-in consumers' interest in features at a pizza/Italian venue, by any restaurants/outlets visited to eat in, September 2017
Encouraging Visits
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- The trends in snacking
- Pizza by the slice
- Grab-and-go
- Pizza snacks
- Students and young women enjoy build-your-own pizzas
- Women enjoy sharing food at the table
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- Figure 61: Products or services that would encourage consumers to visit pizza/Italian venues, September 2017
- Scope for restaurants to boost wet-led sales
- Craft beer and pizza pairing
- Cocktail bars
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- Figure 62: Products or services that would encourage consumers to visit pizza/Italian venues, by demographics, September 2017
- Dessert pizza reaches sweet spot
- Rise of sourdough pizza
- Deli counters display growth
- Breakfast pizzas lift morning trade
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- Figure 63: Products or services that would encourage consumers to visit pizza/Italian venues, by any restaurants/outlets visited to eat in, September 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 64: Best- and worst-case forecasts for UK pizza and Italian restaurants total market, 2017-22
- Figure 65: Best- and worst-case forecasts for UK pizza and Italian restaurants takeaway market, 2017-22
- Figure 66: Best- and worst-case forecasts for UK pizza and Italian restaurants eat-in market, 2017-22
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