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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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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Future Opportunities

              • Tapping into the snacking mentality
                • Better than a sandwich…
                  • …and healthy too
                    • A whole new meaning to efficiency
                      • The greys want risotto…and bistecca alla Fiorentina
                        • Italian food for grown-ups
                        • Market in Brief

                          • Market environment
                            • Impact of the recession on eating out
                              • Price promotions
                                • Going forward
                                • Internal Market Environment

                                  • Key points
                                    • Figure 1: Venues eaten at in the last three months, April 2009
                                  • Restaurant promotions
                                    • Price promotions
                                      • Consumer responses to price promotions
                                        • Impact of price promotions on market value
                                          • Nutritional concerns
                                            • Figure 2: Salt content (highest and lowest) in survey carried out by Trading Standards Institute, February 2009
                                          • Consumers’ laissez-faire attitude towards nutritional content in restaurant meals
                                            • Figure 3: Attitudes towards nutritional labelling, April 2009
                                        • Broader Market Environment

                                          • Key points
                                            • The recession and consumer confidence
                                              • Figure 4: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                              • Figure 5: GDP quarterly percentage change, 2004-09
                                              • Figure 6: Trends in consumer confidence, January 2008-November 2009
                                              • Figure 7: Personal financial situation, February-December 2009
                                              • Figure 8: Trends in what extra money is spent on, November and December 2009
                                              • Figure 9: Trends in attitudes towards restaurants and takeaways, 2005-09
                                            • Demographic factors
                                              • Figure 10: Trends in the age structure of the UK population, by gender, 2004-14
                                              • Figure 11: Forecast adult population trends, by lifestage, 2004-14
                                            • Difficult times to justify the premium on ethical products
                                              • Figure 12: Trends in ethical products, 2005-09
                                              • Figure 13: Trends in attitudes towards diet, 2005-09
                                          • Competitive Context

                                            • Key points
                                              • Eating out market, by sector
                                                • Figure 14: Eating out market*, by sector, 2004-08
                                              • Retailers mimicking restaurant innovation – so what’s next for restaurants?
                                                • New ingredients
                                                  • Minus the crusts
                                                    • Extra thin
                                                      • Recreating restaurant experience
                                                        • In-home pizza/pasta consumption
                                                          • Figure 15: Trends in frequency and usage of fresh or dried pasta and noodles, 2005-09
                                                          • Figure 16: Allergies suffered personally, another member in household, November 2009
                                                          • Figure 17: Trends in frequency and usage of pizza in the last 12 months (excluding takeaways), 2005-09
                                                      • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Domino’s refit programme: ‘pizza theatre’
                                                                • Mobile phone orders
                                                                  • Event management
                                                                    • New menu additions
                                                                      • Pregnancy pizza
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Struggling dine in sector drags down overall market value
                                                                            • Figure 18: UK pizza and pasta market, 2004-14
                                                                        • Market Segmentation

                                                                          • Key points
                                                                            • Figure 19: Forecast of the pizza/pasta market, by segment, 2004-14
                                                                        • Market Share

                                                                          • Key points
                                                                            • Figure 20: Top brands and outlet numbers, 2008/09
                                                                          • Outlet openings
                                                                            • Gondola Holdings
                                                                              • Tragus Group
                                                                                • Pizza Hut
                                                                                  • Prezzo
                                                                                    • Domino’s
                                                                                      • Papa John’s
                                                                                      • Companies and Products

                                                                                        • Key points
                                                                                          • Domino’s Pizza
                                                                                            • Figure 21: Financial performance of Domino’s Pizza, 2007-09
                                                                                          • Papa John’s
                                                                                            • Perfect Pizza
                                                                                              • Pizza GoGo
                                                                                                • Pizza Hut
                                                                                                  • Figure 22: Financial performance of Pizza Hut, 2007 and 2008
                                                                                                • Prezzo
                                                                                                  • Figure 23: Financial performance of Prezzo, 2007-09
                                                                                                • Gondola Group Limited
                                                                                                  • Figure 24: Financial performance of Gondola Group, 2002007 and 2008
                                                                                                • ASK Restaurants
                                                                                                  • PizzaExpress
                                                                                                    • Zizzi
                                                                                                      • Tragus Group Ltd
                                                                                                        • Figure 25: Financial performance of Tragus Group, 2007 and 2008
                                                                                                      • Bella Italia
                                                                                                        • Strada
                                                                                                        • Brand Elements

                                                                                                            • Key points
                                                                                                              • Brand map
                                                                                                                  • Figure 26: Attitudes towards and usage of pizza and pasta restaurant brands, December 2009
                                                                                                                • Brand qualities of pizza and pasta restaurant brands
                                                                                                                  • A warm welcome for all the family
                                                                                                                    • Figure 27: Personalities of various pizza and pasta restaurant brands, December 2009
                                                                                                                  • Experience of pizza and pasta restaurant brands
                                                                                                                    • Pizza specialists most popular
                                                                                                                      • Figure 28: Consumer usage of various pizza and pasta restaurant brands, December 2009
                                                                                                                    • Brand consideration for pizza and pasta restaurant brands
                                                                                                                      • Mid-market holds appeal, Pizza Hut off-putting
                                                                                                                        • Figure 29: Consideration of various pizza and pasta restaurant brands, December 2009
                                                                                                                      • Brand satisfaction for pizza and pasta restaurant brands
                                                                                                                        • PizzaExpress best rated
                                                                                                                          • Figure 30: Satisfaction with various pizza and pasta restaurant brands, December 2009
                                                                                                                        • Brand commitment to pizza and pasta restaurant brands
                                                                                                                          • Pizza Hut has most loyal customers
                                                                                                                            • Figure 31: Commitment to various pizza and pasta restaurant brands, December 2009
                                                                                                                          • Brand intentions for pizza and pasta restaurant brands
                                                                                                                            • PizzaExpress has best retention, Pizza Hut close behind
                                                                                                                              • Figure 32: Future usage intentions for various pizza and pasta restaurant brands, December 2009
                                                                                                                            • Brand recommendation for pizza and pasta restaurant brands
                                                                                                                              • Eat-in pizza specialists most recommended
                                                                                                                                • Figure 33: Recommendation of various pizza and pasta restaurant brands, December 2009
                                                                                                                              • PizzaExpress
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 34: Attitudes towards the PizzaExpress brand, December 2009
                                                                                                                                • ASK
                                                                                                                                  • What the consumer thinks
                                                                                                                                    • Figure 35: Attitudes towards the ASK brand, December 2009
                                                                                                                                  • Domino’s Pizza
                                                                                                                                    • What the consumer thinks
                                                                                                                                      • Figure 36: Attitudes towards the Domino’s Pizza brand, December 2009
                                                                                                                                    • Pizza Hut
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 37: Attitudes towards the Pizza Hut brand, December 2009
                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                      • Key points
                                                                                                                                        • Figure 38: Adspend of selected restaurant chains, by channel, 2008/09
                                                                                                                                      • The ‘Saturday night effect’
                                                                                                                                        • Creating the ‘Saturday night effect’ all year round
                                                                                                                                          • Investment online
                                                                                                                                            • What’s in a name?
                                                                                                                                              • Who’s better? campaigns
                                                                                                                                                • Celebrity chefs
                                                                                                                                                • Pizza/Pasta Restaurants Visited

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 39: Visited pizza and pasta restaurants in the last three months, November 2009
                                                                                                                                                  • Frequency of Visiting Pizza/Pasta Restaurants

                                                                                                                                                    • Key points
                                                                                                                                                      • Figure 40: Frequency of visiting pizza and pasta restaurants, November 2009
                                                                                                                                                  • Attitudes towards Pizza/Pasta Restaurants

                                                                                                                                                    • Key points
                                                                                                                                                        • Figure 41: Attitudes towards pizza and pasta restaurants and takeaways, November 2009
                                                                                                                                                      • Demand for more adult-friendly venues
                                                                                                                                                        • Impact of age on consumers’ preferences for customisation
                                                                                                                                                          • Retail versus restaurant
                                                                                                                                                            • Point of order
                                                                                                                                                              • Figure 42: Trends in accessing internet via mobile phone, 2007-09
                                                                                                                                                          • Pizza/Pasta Restaurants’ Targeting Opportunities

                                                                                                                                                            • Key points
                                                                                                                                                              • Figure 43: Pizza/pasta restaurant target groups, November 2009
                                                                                                                                                            • Family Feasters
                                                                                                                                                              • Pizza No No
                                                                                                                                                                • Tech-savvy Pizza Enthusiasts
                                                                                                                                                                  • On-the-fencers
                                                                                                                                                                    • Supermarket Alternatives
                                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                                        • Figure 44: Attitudes towards selected lifestyle statements, by detailed demographics, 2009
                                                                                                                                                                        • Figure 45: Attitudes towards selected lifestyle statements, by detailed demographics, 2009
                                                                                                                                                                        • Figure 46: Attitudes towards selected lifestyle statements, by detailed demographics, 2009
                                                                                                                                                                        • Figure 47: Attitudes towards selected lifestyle statements, by detailed demographics, 2009
                                                                                                                                                                        • Figure 48: Attitudes towards selected lifestyle statements, by detailed demographics, 2009
                                                                                                                                                                    • Appendix – Pizza/Pasta Restaurants Visited

                                                                                                                                                                        • Figure 49: Most popular visited pizza and pasta restaurants, by detailed demographics, November 2009
                                                                                                                                                                        • Figure 50: Next most popular visited pizza and pasta restaurants, by detailed demographics, November 2009
                                                                                                                                                                        • Figure 51: Pizza and pasta restaurants visited, by pizza and pasta restaurants visited, November 2009
                                                                                                                                                                    • Appendix – Frequency of Visiting Pizza/Pasta Restaurants

                                                                                                                                                                        • Figure 52: Frequency of visiting pizza and pasta restaurants, by detailed demographics, November 2009
                                                                                                                                                                        • Figure 53: Pizza and pasta restaurants visited, by frequency of visiting pizza and pasta restaurants, November 2009
                                                                                                                                                                        • Figure 54: Frequency of visiting pizza and pasta restaurants, by visited pizza and pasta restaurants, November 2009
                                                                                                                                                                    • Appendix – Attitudes Towards Pizza/Pasta Restaurants

                                                                                                                                                                        • Figure 55: Most popular attitudes towards pizza and pasta restaurants and takeaways, by detailed demographics, November 2009
                                                                                                                                                                        • Figure 56: Next most popular attitudes towards pizza and pasta restaurants and takeaways, by detailed demographics, November 2009
                                                                                                                                                                        • Figure 57: Most popular visited pizza and pasta restaurants, by attitudes towards pizza and pasta restaurants and takeaways, November 2009
                                                                                                                                                                        • Figure 58: Next most popular visited pizza and pasta restaurants, by attitudes towards pizza and pasta restaurants and takeaways, November 2009
                                                                                                                                                                        • Figure 59: Frequency of visiting pizza and pasta restaurants, by attitudes towards pizza and pasta restaurants and takeaways, November 2009
                                                                                                                                                                        • Figure 60: Most popular attitudes towards pizza and pasta restaurants and takeaways, by attitudes towards pizza and pasta restaurants and takeaways, November 2009
                                                                                                                                                                        • Figure 61: Next most popular attitudes towards pizza and pasta restaurants and takeaways, by attitudes towards pizza and pasta restaurants and takeaways, November 2009
                                                                                                                                                                    • Appendix – Pizza/Pasta Restaurants’ Targeting Opportunities

                                                                                                                                                                        • Figure 62: Pizza/pasta restaurants target groups, by detailed demographics, November 2009
                                                                                                                                                                        • Figure 63: Pizza/pasta restaurants target groups, by pizza and pasta restaurants visited, November 2009
                                                                                                                                                                        • Figure 64: Pizza/pasta restaurants target groups, by frequency of visiting pizza and pasta restaurants, November 2009
                                                                                                                                                                        • Figure 65: Pizza/pasta restaurants target groups, by attitudes towards pizza and pasta restaurants, November 2009

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                    • ASK Central PLC
                                                                                                                                                                    • Beefeater
                                                                                                                                                                    • Bella Pasta
                                                                                                                                                                    • Betty Jackson Ltd
                                                                                                                                                                    • Blackstone Group (The)
                                                                                                                                                                    • British Broadcasting Corporation (BBC)
                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                    • Caffé Uno
                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                    • Costa
                                                                                                                                                                    • Domino's Pizza UK & IRL, plc
                                                                                                                                                                    • Food Standards Agency
                                                                                                                                                                    • Freeview
                                                                                                                                                                    • Gfk NOP
                                                                                                                                                                    • Gondola Holdings PLC
                                                                                                                                                                    • Gourmet Burger Kitchen
                                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                                    • InterContinental Hotels Group PLC
                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                    • Market & Opinion Research International (MORI)
                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                    • Nandos UK
                                                                                                                                                                    • Office for National Statistics
                                                                                                                                                                    • Papa John's International, Inc.
                                                                                                                                                                    • Pepsi-Cola UK
                                                                                                                                                                    • Perfect Pizza
                                                                                                                                                                    • Pizza Gogo
                                                                                                                                                                    • Pizza Hut
                                                                                                                                                                    • PizzaExpress Limited
                                                                                                                                                                    • Pret A Manger
                                                                                                                                                                    • Prezzo PLC
                                                                                                                                                                    • Somerfield
                                                                                                                                                                    • Sony Pictures Entertainment
                                                                                                                                                                    • Starbucks Coffee Company UK Ltd
                                                                                                                                                                    • Strada
                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                    • Tragus Ltd
                                                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                                                    • Wagamama Ltd
                                                                                                                                                                    • Waitrose
                                                                                                                                                                    • Weight Watchers Ltd. (UK)
                                                                                                                                                                    • Wm Morrison Supermarkets
                                                                                                                                                                    • Yum! Brands Inc.
                                                                                                                                                                    • Zizzi

                                                                                                                                                                    Pizza and Pasta Restaurants (and Takeaway) - UK - January 2010

                                                                                                                                                                    US $2,478.79 (Excl.Tax)