Pizza and Pasta Restaurants (and Takeaway) - UK - January 2010
- A quarter of customers who have been to a pizza/pasta restaurant in the last three months have been motivated by special promotions/discounts.
- Only one in ten consumers think pizza/ pasta takeaways are good value for money, yet this sector continues to drive the market
- It seems that pizza/pasta restaurant operators have lost their shine, other than as a meal replacement exercise: alongside price promotions driving business, only 16% of consumers (or a quarter of regular users) think pizza/pasta restaurants are good for a special occasion or as a treat.
- The recession has made bargain hunting a more socially acceptable pursuit: value and affordability are today’s buzzwords. Mid-market venues such as pizza/pasta restaurants need to make sure they have a strong market positioning either as a low-cost/value operator or a premium economy choice (eg GBK).
- Brand differentiation is a major concern in this market with 17 million consumers believing that menus in all pizza/pasta restaurants are the same.
- Pizza Hut continues to be the most popular brand in the pizza/pasta restaurant market with around 11 million consumers having visited in the last three months (compared to 7 million Domino’s users and 6 million visitors to PizzaExpress).
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