Table of Contents
Executive Summary
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- The market
- Total market is worth £5.2 billion in 2019
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- Figure 1: Total UK pizza and Italian restaurants market, value sales and forecast, 2014-24
- Pizza delivery now the leading segment
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- Figure 2: UK pizza takeaway market, value sales and forecast, 2014-24
- Casual dining crunch
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- Figure 3: UK pizza and Italian dine-in market, value sales and forecast, 2014-24
- Companies and brands
- Blurred lines between Pizza Hut’s restaurant and delivery brands
- PizzaExpress’ debt raises concerns
- Gino D’Acampo partners with Iceland
- Pizza Hut takes swipe at Domino's
- The consumer
- Dine-in participation bounces back in 2019
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- Figure 4: Frequency of eating in at pizza/Italian restaurants or outlets, 2017-19
- Takeaway participation also performed well in 2019
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- Figure 5: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, 2017-19
- Increase in low-spend
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- Figure 6: Approximate spend for a sit-down meal, 2018-19
- Consumers spend more on takeaways
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- Figure 7: Approximate spend for a takeaway meal, 2018-19
- Consumers crave experiences in spaces
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- Figure 8: Interest in pizza or Italian restaurant innovations, July 2019
- Reusable container discounts
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- Figure 9: Interest in pizza or Italian takeaway innovations, July 2019
- Urban consumers drawn to high protein options
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- Figure 10: Factors influencing pizza or Italian choice, July 2019
- Supermarkets are taking a slice of the pie…
- …so restaurants need to generate stronger value for money…
- …and focus on nutrition
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- Figure 11: Pizza or Italian restaurant behaviours, July 2019
- What we think
Issues and Insights
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- Tiered pricing matters
- The facts
- The implications
- The destination restaurant model
- The facts
- The implications
- Meet customers where they live
- The facts
- The implications
The Market – What You Need to Know
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- Total market is worth £5.2 billion in 2019
- Pizza delivery now the leading segment
- Casual dining crunch
Market Size, Segmentation and Forecast
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- Total market is worth £5.2 billion in 2019
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- Figure 12: Total UK pizza and Italian restaurants market, value sales and forecast, 2014-24
- Market is not immune
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- Figure 13: Total UK pizza and Italian restaurants market, value sales and forecast, 2014-24
- Innovations support pizza delivery growth
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- Figure 14: UK pizza takeaway market, value sales and forecast, 2014-24
- Traditional delivery brands risk losing their edge
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- Figure 15: UK pizza takeaway market, value sales and forecast, 2014-24
- The casual dining crunch dampens growth
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- Figure 16: UK pizza and Italian dine-in market, value sales and forecast, 2014-24
- Improve profit margins with less sites
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- Figure 17: UK pizza and Italian dine-in market, value sales and forecast, 2014-24
- Forecast methodology
Market Drivers
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- Challenged by non-specialists
- Better packaging waste control
- Healthier food practices
- New 928 calorie limit
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- Figure 18: Domino's Delight Veggie (Small – 605 kcals), by Domino’s
- Universal chicken welfare commitment
Companies and Brands – What You Need to Know
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- Blurred lines between Pizza Hut’s restaurant and delivery brands
- PizzaExpress’ debts raise concerns
- Gino D’Acampo partners with Iceland
- Pizza Hut takes swipe at Domino's
Key Players and Market Share
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- Pizza Hut's blurred future
- Market share of chains vs independents
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- Figure 19: Number of pizza or Italian restaurants vs takeaway outlets, 2019
- Carluccio’s makes a comeback
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- Figure 20: Selected pizza or Italian restaurants and takeaways, by outlet numbers, 2013-19
- PizzaExpress debts raise concerns
- Prezzo continues to lose
- Domino's remains cautious
- Franco Manca on the expansion trail
Launch Activity and Innovation
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- Expanding online activities
- Mobile commerce
- Instagram influencer marketing
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- Figure 21: Examples of Zizzi’s Instagram takeover with @food_feels, May 2019
- Emerging retail concepts
- Buffet
- Leisure tie-ups
- Menu innovations
- Be more trend-led
- Be more portable
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- Figure 22: Example of lunchtime calzones by Yard Sale Pizza, 2019
- The vegan bandwagon
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- Figure 23: Vegan hot dog pizza, by Papa John’s UK
- Potential in FMCG
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- Figure 24: Other examples of restaurant/chef branded FMCG, 2019
Advertising and Marketing Activity
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- Pizza traditional ad spend slump in 2018
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- Figure 25: Advertising expenditure by selected pizza or Italian restaurants, 2015-19
- Domino’s cheeky acronyms
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- Figure 26: Ultimate Bacon Cheeseburger, by Domino's
- Figure 27: Advertising expenditure by selected pizza or Italian restaurants, by media type, 2015-19
- Pizza Hut wages war
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 28: Attitudes towards and usage of selected brands, September 2019
- Key brand metrics
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- Figure 29: Key metrics for selected brands, September 2019
- Brand attitudes – While Pizza Hut is most trusted, Domino’s wins on innovation
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- Figure 30: Attitudes, by brand, September 2019
- Brand personality – PizzaExpress is more accessible than Prezzo while the latter is more exclusive
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- Figure 31: Brand personality – macro image, September 2019
- Domino’s seen as cool and competent while Pizza Hut delivers on friendliness
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- Figure 32: Brand personality – micro image, September 2019
- Brand analysis
- Domino’s development of healthier options is starting to make slight in-roads
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- Figure 33: User profile of Domino’s, September 2019
- Papa John’s keeps customers satisfied
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- Figure 34: User profile of Papa John’s, September 2019
- PizzaExpress conveys trust and high quality
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- Figure 35: User profile of PizzaExpress, September 2019
- Prezzo needs to focus on special occasions
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- Figure 36: User profile of Prezzo, September 2019
- Pizza Hut goes head-to-head with Domino’s
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- Figure 37: User profile of Pizza Hut, September 2019
The Consumer – What You Need to Know
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- Dine-in participation bounces back in 2019
- Increase in low-spend
- Consumers crave experiences in spaces
- Urban consumers drawn to high protein options
- Supermarkets are taking a slice of the pie, so restaurants must generate stronger value for money
Annual Changes in Eating Out Participation
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- Dine-in participation bounces back
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- Figure 38: Frequency of eating in at pizza/Italian restaurants or outlets, 2017-19
- The rise of affluent restaurant diners
- Takeaway participation rises
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- Figure 39: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, 2017-19
- The rise of urban takeaway consumers
Annual Changes in Approximate Spend
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- Increase in low-spend
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- Figure 40: Approximate spend for a sit-down meal, 2018-19
- Biggest spenders visit most often
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- Figure 41: Frequency of eating in at pizza/Italian restaurants or outlets, by approximate spend for a sit-down meal, July 2019
- Consumers spend more on takeaways
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- Figure 42: Approximate spend for a takeaway meal, 2018-19
- Heavy takeaway spenders order most often
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- Figure 43: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, by approximate spend for a takeaway meal, July 2019
Interest in Innovations
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- Dine-in
- Make pizza restaurants fun
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- Figure 44: Interest in pizza or Italian restaurant innovations, July 2019
- Let customers customise
- Hear diners’ feedback
- Dine-in innovation by spend
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- Figure 45: Interest in pizza or Italian restaurant innovations, by approximate spend for a sit-down meal, July 2019
- Ordering takeaway
- Reusable container discounts
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- Figure 46: Interest in pizza or Italian takeaway innovations, July 2019
- Many want on-the-go pizza
- Takeaway innovation by spend
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- Figure 47: Interest in pizza or Italian takeaway innovations, by approximate spend for a takeaway meal, July 2019
Factors Influencing Pizza or Italian Choice
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- Under-35s prefer free-from or meat-free
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- Figure 48: Factors influencing pizza or Italian choice, July 2019
- Over-45s want less salt in their pizza
- Protein mania among the young, city-dwellers
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- Figure 49: Examples of pizza or Italian ready-meals that feature high/added protein claims
Pizza or Italian Restaurant Behaviours
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- Supermarkets are taking a slice of the pie…
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- Figure 50: Pizza or Italian restaurant behaviours, July 2019
- …so restaurants must generate stronger value for money
- Justify the cost of good ingredients
- Focus on nutrition
- Serve more greens to over-45s
- Cater to time-starved city-dwellers
- Court the family market
- Stretch sales potential with FMCG – CHAID
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- Figure 51: Pizza and Italian Restaurants – CHAID – Tree output, July 2019
Pizza and Italian Consumer Segmentation
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- Consumer tribes
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- Figure 52: Pizza or Italian restaurant behaviour clusters, July 2019
- Typical characteristics of each group
- Early Adopters
- Constrained Consumers
- Health Seekers
- Bargain Hunters
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- Figure 53: Factors influencing pizza or Italian choice, by behaviour clusters, July 2019
- The “make or break” attributes
- Early Adopters on the next big things
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, July 2019
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, 2019-24
- Figure 56: Best- and worst-case forecasts for UK pizza and Italian restaurants takeaway market, 2019-24
- Figure 57: Best- and worst-case forecasts for UK pizza and Italian restaurants dine-in market, 2019-24
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