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
- The combined pizza and Italian restaurants market is growing
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- Figure 1: Total UK pizza and Italian restaurants market, value sales and forecast, 2013-23
- Dine-in segment slides
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- Figure 2: UK pizza and Italian dine-in market, value sales and forecast, 2013-23
- Domino’s holding up takeaway segment
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- Figure 3: UK pizza takeaway market, value sales and forecast, 2013-23
- Companies and brands
- Time to take stock
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- Figure 4: Selected pizza and Italian restaurants and takeaways, by outlet numbers, 2012-18
- The consumer
- Decline in eat-in occasions
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- Figure 5: Frequency of eating in at pizza/Italian restaurants or outlets, September 2017 and August 2018
- Pizza delivery under increasing pressure too
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- Figure 6: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, September 2017 and August 2018
- Pizza takeaways attract lower spend
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- Figure 7: Approximate spend for a takeaway meal, August 2018
- Eat-in venues attract high spenders
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- Figure 8: Approximate spend for a sit-down meal, August 2018
- Price of food main barrier to usage
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- Figure 9: Reasons for having not visited a pizza/Italian restaurant or outlet to eat-in or order takeaway, August 2018
- Most are drawn to artisanal toppings
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- Figure 10: Interest in pizza or Italian restaurant innovations, August 2018
- Most would buy hot pizzas from supermarkets
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- Figure 11: Pizza or Italian restaurant behaviours, August 2018
- What we think
Issues and Insights
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- Focus on customer experiences
- The facts
- The implications
- Tap into wider menu trends
- The facts
- The implications
- Collaborate to expand reach
- The facts
- The implications
The Market – What You Need to Know
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- The combined pizza and Italian restaurants market is growing
- Market faces a tough trading environment
- Pizza/Italian less appealing to ageing population
Market Size, Segmentation and Forecast
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- Market value set to grow to £5 billion in 2018
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- Figure 12: Total UK pizza and Italian restaurants market, value sales and forecast, 2013-23
- Market faces a tough trading environment
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- Figure 13: Total UK pizza and Italian restaurants market, value sales and forecast, 2013-23
- Familiarity of takeaway brands supports growth
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- Figure 14: UK pizza takeaway market, value sales and forecast, 2013-23
- Domino’s: the crutch that is holding up takeaway segment
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- Figure 15: UK pizza takeaway market, value sales and forecast, 2013-23
- Dine-in segment slides
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- Figure 16: UK pizza and Italian dine-in market, value sales and forecast, 2013-23
- Casual dining sector expected to bounce back
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- Figure 17: UK pizza and Italian dine-in market, value sales and forecast, 2013-23
- Forecast methodology
Market Drivers
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- Confidence holding up but many remain cautious
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- Figure 18: Trends in how respondents would describe their financial situation, September 2009-September 2018
- NLW and NMW continue to put pressure on operators
- Pizza/Italian food less appealing to ageing population
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- Figure 19: Trends in the age structure of the UK population, 2013-23
- UK considers mandatory calorie labelling on restaurant menus
- Scope for flexible opening hours
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- Figure 20: Employment and unemployment, by gender, 2013-23
Companies and Brands – What You Need to Know
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- Domino’s: the crutch that is holding up takeaway segment
- Papa John’s awareness grew amid US scandal
- Casual dining sector expected to bounce back
- PizzaExpress invests heavily in digital
Case Studies
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- PizzaExpress expands FMCG range
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- Figure 21: Examples of PizzaExpress retail range
Launch Activity and Innovation
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- Digital activity
- Mobile games
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- Figure 22: Consumers who have taken part in competitions/games from pizza/Italian restaurants to win prizes, by region, August 2018
- Retail formats
- Supermarket hot pizzas
- Food halls and markets
- Pop-ups and collaborations
- Restaurant fundraisers
- Roadside service stations
- Menu innovations
- Flatbreads
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- Figure 23: Octopus pide by Oklava, Shoreditch (London)
- Free-from dishes
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- Figure 24: Examples of free-from vegan pizzas available through the grocery channel
- Unusual pizzas
Key Players
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- Overview
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- Figure 25: Selected pizza and Italian restaurants and takeaways, by outlet numbers, 2012-18
- Pizza delivery brands
- Domino’s
- Pizza GoGo
- Pizza Hut Delivery
- Casual dining restaurants
- Pizza Hut Restaurants
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- Figure 26: Key financial data for Pizza Hut (UK) Limited, 2014-17
- The Azzuri Group
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- Figure 27: Key financial data for The Azzurri Group, 2015-17
- Prezzo
- Jamie’s Italian
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- Figure 28: Key financial data for Jamie’s Italian Limited, 2016-17
- Bella Italia
- PizzaExpress
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- Figure 29: Key financial data for PizzaExpress (Restaurants) Limited, 2015-17
- Carluccio’s
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- Figure 30: Key financial data for Carluccio’s Limited, 2015-17
- Contemporary players
- Franco Manca
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- Figure 31: Key financial data for The Fulham Shore, 2017 and 2018
Advertising and Marketing Activity
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- Domino’s dominates adspend
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- Figure 32: Advertising expenditure by selected pizza or Italian restaurants, 2014-18
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- Figure 33: Advertising expenditure by selected pizza or Italian restaurants, by media type, 2014-18
- Papa John’s repairs its brand
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, September 2018
- Key brand metrics
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- Figure 35: Key metrics for selected brands, September 2018
- Brand attitudes: Pizza Hut and Domino’s are trusted brands
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- Figure 36: Attitudes, by brand, September 2018
- Brand personality: Prezzo most exclusive
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- Figure 37: Brand personality – Macro image, September 2018
- Pizza Hut most family friendly brand of all
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- Figure 38: Brand personality – Micro image, September 2018
- Brand analysis
- Domino’s is highly convenient
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- Figure 39: User profile of Domino’s, September 2018
- Papa John’s awareness grew amid US scandal
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- Figure 40: User profile of Papa John’s, September 2018
- PizzaExpress’ usage biased towards London
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- Figure 41: User profile of PizzaExpress, September 2018
- Pizza Hut needs to move from ‘average’ to ‘good’
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- Figure 42: User profile of Pizza Hut, September 2018
- Prezzo needs to innovate around brand trust and value
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- Figure 43: User profile of Prezzo, September 2018
The Consumer – What You Need to Know
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- Decline in eat-in and takeaway visitors
- Eat-in venues attract both high and low spenders
- Pizza takeaways attract lower spend
- Price of food main barrier to usage
- Most are drawn to artisanal toppings
- Most would buy hot pizzas from supermarkets
Annual Changes in Eating Out Participation
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- Decline in eat-in visitors
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- Figure 44: Frequency of eating in at pizza/Italian restaurants or outlets, September 2017 and August 2018
- Pizza delivery under increasing pressure too
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- Figure 45: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, September 2017 and August 2018
Approximate Spend for Eating In
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- Eat-in venues attract high spenders
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- Figure 46: Approximate spend for a sit-down meal, August 2018
Approximate Spend for Takeaway
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- Pizza takeaways attract lower spend
- Young families and older Millennials big spenders
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- Figure 47: Approximate spend for a takeaway meal, August 2018
Barriers to Usage
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- Price of food main barrier to usage
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- Figure 48: Reasons for having not visited a pizza/Italian restaurant or outlet to eat-in or order takeaway, August 2018
- Supermarket meals dampening pizza takeaway sales
- Preference to cook at home bodes well for supermarkets
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- Figure 49: Jus-Rol Sourdough Pizza Base by General Mills, July 2018
- Pizza/Italian food loses its grip on older diners
- No time to dine-in
Interest in Innovations
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- “As long as it is not overpriced”
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- Figure 50: Interest in pizza or Italian restaurant innovations, August 2018
- Most are drawn to artisanal toppings
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- Figure 51: Consumers who are interested and would pay more for artisanal toppings (eg dry-aged meats, smoked cheese etc), by region, August 2018
- Functional ingredients have stretch
Pizza or Italian Restaurant Behaviours
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- ‘Adventurous cuisines’ dampen interest in pizza/Italian food
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- Figure 52: Pizza or Italian restaurant behaviours, August 2018
- Characteristics of core customers’ behaviours
- Customer service matters
- Higher prices, lower footfall
- Cost versus experience
- Core consumers influenced by reviews
- Scope for pizza/Italian takeaways to stay open later - CHAID
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- Figure 53: Pizza and Italian restaurants – CHAID – Tree output, August 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- CHAID Methodology
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- Figure 54: Pizza and Italian restaurants – CHAID – Table output, August 2018
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 55: Best- and worst-case forecasts for UK pizza and Italian restaurants total market, 2018-23
- Figure 56: Best- and worst-case forecasts for UK pizza and Italian restaurants takeaway market, 2018-23
- Figure 57: Best- and worst-case forecasts for UK pizza and Italian restaurants market, 2018-23
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