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Pizza and Italian Restaurants - UK - November 2017

“Younger Millennials and parents are the core consumers. As a group, parents are not as brand-loyal, prompting brands to work harder to focus on features that are important to them, whereas younger Millennials are more inclined to participate in marketing activities, prompting brands to create lasting relationships with them.”
– Trish Caddy, Foodservice Analyst

This report examines the following issues:

  • Attracting students
  • Retaining parents
  • Snacking opportunities

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Eating out market faces challenges…
              • …but there are opportunities for growth
                • 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
                          • Figure 2: Frequency of eating in at/ordering takeaway from pizza/Italian restaurants or outlets, September 2017
                        • Understanding the behaviours of the core customers
                          • Figure 3: Behaviours towards pizza/Italian outlets and restaurants, September 2017
                        • Consumers’ interest in takeaway innovations
                          • Figure 4: Consumers' interest in innovations when ordering a takeaway from a pizza/Italian venue, September 2017
                        • Consumers’ interest in in-store features
                          • Figure 5: Eat-in consumers' interest in features at a pizza/Italian venue, September 2017
                        • Encouraging consumer visits
                          • Figure 6: Products or services that would encourage consumers to visit pizza/Italian venues, September 2017
                        • What we think
                        • Issues and Insights

                          • 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

                                            • Market is in slow growth
                                              • Businesses face headwinds…
                                                • …but opportunities knock
                                                • Segment Performance, Market Size and Forecast

                                                  • Total market overview
                                                    • Pizza and Italian restaurants in slow growth
                                                      • Figure 7: Total UK pizza and Italian restaurants market, value sales and forecast, 2012-22
                                                    • Familiarity of pizza drives demand 
                                                      • 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
                                                        • Figure 9: UK pizza takeaway market, value sales and forecast, 2012-22
                                                      • The opportunities
                                                        • Figure 10: UK pizza takeaway market, value sales and forecast, 2012-22
                                                      • Dine-in restaurant segment
                                                        • Dine-in restaurants are taking stock
                                                          • Figure 11: UK pizza and Italian restaurants eat-in market, value sales and forecast, 2012-22
                                                        • The opportunities
                                                          • Figure 12: UK pizza and Italian restaurants eat-in market, value sales and forecast, 2012-22
                                                        • Forecast methodology
                                                        • Market Drivers

                                                          • Consumers are holding up the eating out market...
                                                            • 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
                                                                • 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
                                                                              • 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
                                                                              • 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
                                                                              • Figure 17: Employment and unemployment trends, 2011-16 and 2016-21
                                                                            • Smartphone ownership is peaking
                                                                            • Companies and Brands – What You Need to Know

                                                                              • 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

                                                                                        • 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
                                                                                                                      • Figure 18: Examples of retail pizza snacks, 2017
                                                                                                                    • Marketing ideas
                                                                                                                      • Amplifying leisure experiences
                                                                                                                        • Wi-Fi solutions
                                                                                                                          • Discounts and promotions
                                                                                                                          • Advertising and Marketing Activity

                                                                                                                            • Radio reaches £1.5 million spend
                                                                                                                              • Mobile drives digital spend
                                                                                                                                • Figure 19: Advertising expenditure, by media type, 2015 and 2016
                                                                                                                              • Total advertising spend in 2016 highest in five years
                                                                                                                                • 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
                                                                                                                                    • Figure 21: Advertising expenditure by selected pizza and Italian operators, by media type, 2012-17
                                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                                  • Brand Research

                                                                                                                                      • Brand map
                                                                                                                                        • Figure 22: Attitudes towards and usage of selected brands, August 2017
                                                                                                                                      • Key brand metrics
                                                                                                                                        • Figure 23: Key metrics for selected brands, August 2017
                                                                                                                                      • Brand attitudes: Domino’s and Pizza Hut are widely available
                                                                                                                                        • Figure 24: Attitudes, by brand, August 2017
                                                                                                                                      • Brand personality: Zizzi on par with Prezzo as ‘exclusive’
                                                                                                                                        • Figure 25: Brand personality – macro image, August 2017
                                                                                                                                      • Papa John’s is the least exciting, cool and healthy brand of all
                                                                                                                                        • Figure 26: Brand personality – micro image, August 2017
                                                                                                                                      • Brand analysis
                                                                                                                                        • Domino’s has a strong national presence
                                                                                                                                          • Figure 27: User profile of Domino’s, August 2017
                                                                                                                                        • Zizzi has to do more to increase brand visibility
                                                                                                                                          • Figure 28: User profile of Zizzi, August 2017
                                                                                                                                        • Prezzo needs to draw attention to its value proposition
                                                                                                                                          • Figure 29: User profile of Prezzo, August 2017
                                                                                                                                        • Under-45s are drawn to the Papa John’s brand
                                                                                                                                          • Figure 30: User profile of Papa John’s, August 2017
                                                                                                                                        • Pizza Hut enjoys positive brand association among younger diners
                                                                                                                                          • Figure 31: User profile of Pizza Hut, August 2017
                                                                                                                                      • Company Profiles

                                                                                                                                          • Figure 32: Selected pizza and Italian restaurants and takeaways, by outlet numbers, 2011-17
                                                                                                                                        • Pizza delivery brands
                                                                                                                                          • Papa John’s
                                                                                                                                            • Figure 33: Key financial data for Papa John's (GB) Limited, 2014-16
                                                                                                                                          • Firezza
                                                                                                                                            • Figure 34: Key financial data for Firezza Limited, 2015 and 2016
                                                                                                                                          • Pizza Hut Delivery
                                                                                                                                            • Domino's
                                                                                                                                              • Figure 35: Key financial data for Domino's Pizza UK & Ireland Limited, 2014-16
                                                                                                                                            • Casual dining restaurants
                                                                                                                                              • Jamie’s Italian
                                                                                                                                                • Figure 36: Key financial data for Jamie's Italian Limited, 2014 and 2015
                                                                                                                                              • Frankie & Benny’s
                                                                                                                                                • Bella Italia
                                                                                                                                                  • Figure 37: Key Financial data for Bella Italia Restaurants Limited, 2015 and 2016
                                                                                                                                                • The Azzurri Group
                                                                                                                                                  • Figure 38: Key financial data for The Azzurri Group, 2015 and 2016
                                                                                                                                                • Various Eateries
                                                                                                                                                  • Figure 39: Key financial data for Various Eateries Limited, 2015 and 2016
                                                                                                                                                • PizzaExpress
                                                                                                                                                  • Figure 40: Key financial data for PizzaExpress (Restaurants) Limited, 2015 and 2016
                                                                                                                                                • Pizza Hut Restaurants
                                                                                                                                                  • Figure 41: Key financial data for Pizza Hut (U.K.) Limited, 2014-16
                                                                                                                                                • Carluccio’s
                                                                                                                                                  • Figure 42: Key financial data for Carluccio's Limited, 2015 and 2016
                                                                                                                                                • Prezzo
                                                                                                                                                  • 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
                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                              • 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

                                                                                                                                                                                          • Younger Millennials are boosting the pizza takeaway segment
                                                                                                                                                                                            • Identifying the non-users
                                                                                                                                                                                              • Figure 44: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, September 2017
                                                                                                                                                                                            • Most consumers order pizza takeaways once a month or less
                                                                                                                                                                                              • 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
                                                                                                                                                                                                  • 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
                                                                                                                                                                                                  • Figure 47: Restaurants or outlets visited to order takeaway from, September 2017
                                                                                                                                                                                                • Most people buy takeaways from one type of pizza brand
                                                                                                                                                                                                  • Figure 48: Repertoire of restaurants or outlets visited to order takeaway from, September 2017
                                                                                                                                                                                              • Eat-in Visits

                                                                                                                                                                                                • Students and parents are boosting restaurant eat-in segment
                                                                                                                                                                                                  • Identifying the non-users
                                                                                                                                                                                                    • 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
                                                                                                                                                                                                    • 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
                                                                                                                                                                                                        • Figure 51: Frequency of eating in at pizza/Italian restaurants or outlets, by demographics, September 2017
                                                                                                                                                                                                      • Pizza Hut leads in dine-in usage
                                                                                                                                                                                                        • Figure 52: Restaurants or outlets visited to eat in at, September 2017
                                                                                                                                                                                                      • Most eat-in consumers visit one type of restaurant
                                                                                                                                                                                                        • Figure 53: Repertoire of restaurants or outlets visited to eat in at, September 2017
                                                                                                                                                                                                    • Behaviours towards Pizza or Italian Venues

                                                                                                                                                                                                      • Understanding eat-in behaviours
                                                                                                                                                                                                        • People are eating pizza at retail locations
                                                                                                                                                                                                          • Millennials enjoy live entertainment…
                                                                                                                                                                                                            • …and dishes created by guest chefs
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                              • Figure 56: Behaviours towards pizza/Italian outlets and restaurants, September 2017
                                                                                                                                                                                                                          • Interest in Takeaway Innovations

                                                                                                                                                                                                                            • 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
                                                                                                                                                                                                                                            • Figure 57: Consumers' interest in innovations when ordering a takeaway from a pizza/Italian venue, September 2017
                                                                                                                                                                                                                                            • Figure 58: Takeaway consumers' interest in takeaway innovations, by any restaurants/outlets visited to takeaway, September 2017
                                                                                                                                                                                                                                        • Interest in In-Store Features

                                                                                                                                                                                                                                          • Marketing to young women
                                                                                                                                                                                                                                            • Discount cards
                                                                                                                                                                                                                                              • Loyalty schemes
                                                                                                                                                                                                                                                • Sofa seats
                                                                                                                                                                                                                                                  • Family or noisy zones
                                                                                                                                                                                                                                                    • Younger Millennials are using self-service ordering kiosks
                                                                                                                                                                                                                                                      • Figure 59: Eat-in consumers' interest in features at a pizza/Italian venue, September 2017
                                                                                                                                                                                                                                                    • Older diners are interested in quiet zones
                                                                                                                                                                                                                                                      • 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

                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                          • 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

                                                                                                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                                                                                                            • Consumer research methodology
                                                                                                                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                                              • Forecast methodology
                                                                                                                                                                                                                                                                                  • 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

                                                                                                                                                                                                                                                                              Pizza and Italian Restaurants - UK - November 2017

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