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Pizza and Pasta Restaurants - UK - December 2013

This report will help you to uncover opportunities and understand the key issues affecting your market. How? By giving you instant access to analysis and critical recommendations. It will also challenge routine thinking by providing fresh, new perspectives that energizes your thought processes.

The overall pizza/pasta restaurant/takeaway market recorded a 17% increase in sales between 2008 and 2013. This was largely driven by inflation as consumer demand remained muted due to ongoing low consumer confidence. However, with consumer confidence being a key driver behind discretionary spending in general, and eating out in particular, its improvement since the beginning of 2013 should bode well for the market.

Nonetheless, the sector continues to operate in a challenging environment, with consumers’ spending habits remaining cautious and competition from in-home alternatives being fierce. 

In order to stand out in a highly competitive market and to reignite consumers’ enthusiasm for the category, continuous menu innovation together with a focus on elevating the experiential aspect of dining out will therefore be crucial for the pizza/pasta market going forward.

This report examines changes and developments in the UK pizza and pasta restaurant market. Within the scope of the report, takeaway, delivery and sit-down restaurants are considered. The market size comprises turnover from pizza and pasta chains (restaurant and home delivery/takeaway) as well as independents.

The definition does not include either fine dining or formal Italian restaurants. The retail and takeaway sales of pizza and pasta from bakeries and supermarkets are specifically excluded, although some mention is made of these where relevant as they offer both an alternative to pizza/pasta outlet usage and a channel for branded product sales.

 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Forecast
                • Figure 1: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2008-18
              • Market factors
                • Companies, brands and innovation
                  • Companies
                    • Figure 2: Outlet numbers of selected leading pizza/pasta restaurant/takeaway brands, 2011 and 2013
                  • Innovation
                    • The consumer
                      • Pizza/pasta outlet usage
                        • Figure 3: Frequency of visiting pizza/pasta restaurants, takeaway/home delivery versus sit-down, October 2013
                        • Figure 4: Pizza/pasta restaurant and takeaway usage, October 2013
                      • Reasons to visit pizza/pasta outlets
                        • Figure 5: Reasons for visiting pizza/pasta restaurants/takeaways, October 2013
                      • Users’ attitudes towards pizza/pasta outlets
                        • Figure 6: Attitudes towards pizza and pasta restaurants/takeaways, October 2013
                        • Figure 7: Further attitudes towards pizza and pasta restaurants/takeaways, October 2013
                      • Menu enticement in pizza/pasta outlets
                        • Figure 8: Menu enticements for pizza and pasta restaurants/takeaways, October 2013
                      • What we think
                      • Issues in the Market

                          • How can operators broaden their appeal as an all-day dining venue?
                            • In what ways can operators leverage variety to engage consumers?
                              • What can the market do to improve its poor value image?
                                • How can pizza/pasta restaurants combat low loyalty levels amongst diners?
                                • Trend Application

                                  • Trend: Rebirth of Cities
                                    • Trend: The Real Thing
                                      • Mintel Future: Access Anything Anywhere or Generation Next
                                      • Market Drivers

                                        • Key points
                                          • Increasing consumer sentiment should benefit the market
                                            • Figure 9: Consumer confidence index, monthly, January 2007-October 2013
                                            • Figure 10: Trends in consumer spending priorities (after bills), February 2012-September 2013
                                          • Discounting continues to characterise the market
                                            • Projected decline in the family lifestage is an area of concern for operators
                                              • Figure 11: Forecast adult population trends, by lifestage, 2008-18
                                          • Who’s Innovating?

                                            • Key points
                                              • Authentic ingredients are used to give dishes a premium touch
                                                • Operators rejuvenate children’s menus
                                                  • More flexible menu options to cater to health conscious diners
                                                    • Operators look to elevate the dining out experience
                                                    • Market Size, Segmentation and Forecast

                                                      • Key points
                                                        • Discounting culture continues to dampen value growth
                                                          • Figure 12: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2008-18
                                                        • The pizza/pasta market faces competition from different directions
                                                          • Takeaway segment continues to outperform dine-in segment
                                                            • Figure 13: Value sales of the UK pizza and pasta takeaway/home delivery market, 2008-18
                                                            • Figure 14: Value sales of the UK pizza and pasta dine-in restaurant market, 2008-18
                                                          • Forecast
                                                            • Figure 15: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2008-18
                                                            • Figure 16: Value sales of the UK pizza and pasta takeaway/home delivery market, 2008-18
                                                            • Figure 17: Value sales of the UK pizza and pasta dine-in restaurant market, 2008-18
                                                          • Forecast methodology
                                                          • Market Share

                                                            • Key points
                                                              • Domino’s leads the pizza takeaway/home delivery market
                                                                • Figure 18: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2011-13
                                                              • Dine-in market still offers untapped opportunities
                                                              • Companies and Products

                                                                • Key points
                                                                  • Domino’s
                                                                    • Financial results
                                                                      • Figure 19: Financial performance of Domino’s Pizza Group UK Plc, 2011 and 2012
                                                                    • Company strategy and recent developments
                                                                      • Menu developments
                                                                        • Papa John’s
                                                                          • Financial results
                                                                            • Figure 20: Financial performance of Papa John’s (GB) Limited, 2011 and 2012
                                                                          • Company strategy and recent developments
                                                                            • Menu developments
                                                                              • Pizza Hut
                                                                                • Financial results
                                                                                  • Figure 21: Financial performance of Pizza Hut UK, 2011 and 2012
                                                                                • Company strategy and recent developments
                                                                                  • Menu developments
                                                                                    • Prezzo
                                                                                      • Financial results
                                                                                        • Figure 22: Financial performance of Prezzo Plc, 2011 and 2012
                                                                                      • Company strategy and recent developments
                                                                                        • Menu developments
                                                                                          • Gondola Group
                                                                                            • Figure 23: Financial performance of Gondola Group Limited, 2011 and 2012
                                                                                          • PizzaExpress
                                                                                            • Financial results
                                                                                              • Company strategy and recent developments
                                                                                                • Menu developments
                                                                                                  • Retail products
                                                                                                    • ASK Italian
                                                                                                      • Financial results
                                                                                                        • Company strategy and recent developments
                                                                                                          • Menu developments
                                                                                                            • Zizzi
                                                                                                              • Financial results
                                                                                                                • Company strategy and recent developments
                                                                                                                  • Menu developments
                                                                                                                    • Tragus Group
                                                                                                                      • Financial results
                                                                                                                        • Figure 24: Financial performance of Tragus Group, 2011 and 2012
                                                                                                                      • Strada
                                                                                                                        • Company strategy and recent developments
                                                                                                                          • Menu developments
                                                                                                                            • Bella Italia
                                                                                                                              • Company strategy and recent developments
                                                                                                                                • Menu developments
                                                                                                                                • Brand Research

                                                                                                                                  • Brand map
                                                                                                                                      • Figure 25: Attitudes towards and usage of brands in the pizza and pasta restaurant sector, October 2013
                                                                                                                                    • Correspondence analysis
                                                                                                                                      • Brand attitudes
                                                                                                                                        • Figure 26: Attitudes, by pizza and pasta restaurant brand, October 2013
                                                                                                                                      • Brand personality
                                                                                                                                        • Figure 27: Pizza and pasta restaurant brand personality – macro image, October 2013
                                                                                                                                        • Figure 28: Pizza and pasta restaurant brand personality – micro image, October 2013
                                                                                                                                      • Brand experience
                                                                                                                                        • Figure 29: Pizza and pasta restaurant brand usage, October 2013
                                                                                                                                        • Figure 30: Satisfaction with various pizza and pasta restaurant brands, October 2013
                                                                                                                                        • Figure 31: Consideration of pizza and pasta restaurant brands, October 2013
                                                                                                                                        • Figure 32: Consumer perceptions of current pizza and pasta restaurant brand performance, October 2013
                                                                                                                                      • Brand index
                                                                                                                                        • Figure 33: Pizza and pasta restaurant brand index, October 2013
                                                                                                                                      • Target group analysis
                                                                                                                                        • Figure 34: Target groups, October 2013
                                                                                                                                        • Figure 35: Pizza & pasta restaurant brand usage, by target groups, October 2013
                                                                                                                                      • Group One – Conformists
                                                                                                                                        • Group Two – Simply the Best
                                                                                                                                          • Group Three – Shelf Stalkers
                                                                                                                                            • Group Four – Habitual Shoppers
                                                                                                                                              • Group Five – Individualists
                                                                                                                                              • Brand Communication and Promotion

                                                                                                                                                • Key points
                                                                                                                                                  • Operators continue their focus on driving customer engagement
                                                                                                                                                    • Figure 36: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, 2009-13
                                                                                                                                                  • Social media campaigns
                                                                                                                                                    • Lifestyle branding
                                                                                                                                                      • Tie-ups with well-known brands to boost value-for-money perceptions
                                                                                                                                                      • The Consumer – Eating Out Behaviour – Pizza/Pasta Restaurants and Takeaways

                                                                                                                                                        • Key points
                                                                                                                                                          • Frequency of visiting pizza/pasta restaurants/takeaways
                                                                                                                                                              • Figure 37: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, October 2013
                                                                                                                                                            • Pizza/pasta outlets visited
                                                                                                                                                                • Figure 38: Pizza/pasta restaurant and takeaway usage, October 2013
                                                                                                                                                            • The Consumer – Reasons for Visiting Pizza/Pasta Outlets

                                                                                                                                                              • Key points
                                                                                                                                                                • Opportunities remain to encourage more ‘regular treat’ visits to restaurants
                                                                                                                                                                    • Figure 39: Reasons for visiting pizza and pasta restaurants/takeaways, October 2013
                                                                                                                                                                  • Offering special occasion dining should appeal to older consumers
                                                                                                                                                                    • A quarter of takeaway users are looking for something different from their normal meals
                                                                                                                                                                    • The Consumer – Online Activities for Pizza/Pasta Outlets

                                                                                                                                                                        • Diners’ researching mentality
                                                                                                                                                                            • Figure 40: Online activities for pizza/pasta restaurants/takeaways, October 2013
                                                                                                                                                                          • Shifting the focus from price to product
                                                                                                                                                                            • An increasingly virtual world
                                                                                                                                                                              • Driving brand conversation and consumer engagement
                                                                                                                                                                                  • Figure 41: Selected online activities for pizza/pasta restaurants/takeaways, by age, October 2013
                                                                                                                                                                                  • Figure 42: Selected online activities for pizza/pasta restaurants/takeaways, by region, October 2013
                                                                                                                                                                                • Role of social media
                                                                                                                                                                                • The Consumer – Attitudes Towards Pizza/Pasta Outlets

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Diners look for variety and a change from what they usually eat at home
                                                                                                                                                                                        • Figure 43: Attitudes towards pizza/pasta restaurants/takeaways, October 2013
                                                                                                                                                                                      • Greater menu flexibility is key to capitalise on casual dining trend
                                                                                                                                                                                        • Build-your-own concepts could be used more to respond to diners’ demand for customisation
                                                                                                                                                                                        • The Consumer – Further Attitudes Towards Pizza/Pasta Outlets

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Price promotions are still prolific in the pizza/pasta market
                                                                                                                                                                                                • Figure 44: Further attitudes towards pizza/pasta restaurants/takeaways, October 2013
                                                                                                                                                                                              • Can the market move from being discount-driven to being occasion-driven?
                                                                                                                                                                                                • Guiding choice
                                                                                                                                                                                                • The Consumer – Pizza/Pasta Outlets Menu Enticement

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Flexibility is a key theme
                                                                                                                                                                                                        • Figure 45: Menu enticements for pizza and pasta restaurants/takeaways, October 2013
                                                                                                                                                                                                      • Stealth health
                                                                                                                                                                                                        • Boosting the special occasion factor
                                                                                                                                                                                                        • Appendix – Market Size, Segmentation and Forecast

                                                                                                                                                                                                            • Figure 46: Best- and worst-case forecasts for the overall UK pizza and pasta restaurant/takeaway market, 2013-18
                                                                                                                                                                                                            • Figure 47: Best- and worst-case forecasts for the UK pizza and pasta takeaway/home delivery market, 2013-18
                                                                                                                                                                                                            • Figure 48: Best- and worst-case forecasts for the UK pizza and pasta dine-in restaurant market, 2013-18
                                                                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                                                                            • Figure 49: Brand usage, October 2013
                                                                                                                                                                                                            • Figure 50: Brand commitment, October 2013
                                                                                                                                                                                                            • Figure 51: Brand momentum, October 2013
                                                                                                                                                                                                            • Figure 52: Brand diversity, October 2013
                                                                                                                                                                                                            • Figure 53: Brand satisfaction, October 2013
                                                                                                                                                                                                            • Figure 54: Brand attitude, October 2013
                                                                                                                                                                                                            • Figure 55: Brand image – macro image, October 2013
                                                                                                                                                                                                            • Figure 56: Brand image – micro image, October 2013
                                                                                                                                                                                                            • Figure 57: Profile of target groups, by demographics, October 2013
                                                                                                                                                                                                            • Figure 58: Psychographic segmentation by target groups, October 2013
                                                                                                                                                                                                            • Figure 59: Brand usage, by target groups, October 2013
                                                                                                                                                                                                            • Figure 60: Brand index, October 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Eating Out Behaviour – Pizza/Pasta Restaurants and Takeaways

                                                                                                                                                                                                            • Figure 61: Frequency of visiting pizza/pasta restaurants for a sit-down meal, October 2013
                                                                                                                                                                                                            • Figure 62: Frequency of using pizza/pasta takeaways, October 2013
                                                                                                                                                                                                            • Figure 63: Frequency of visiting pizza/pasta restaurants for a sit-down meal, by demographics, October 2013
                                                                                                                                                                                                            • Figure 64: Frequency of visiting pizza/pasta restaurants for a sit-down meal, by demographics, October 2013 (continued)
                                                                                                                                                                                                            • Figure 65: Frequency of using pizza/pasta takeaways, by demographics, October 2013
                                                                                                                                                                                                            • Figure 66: Frequency of using pizza/pasta takeaways, by demographics, October 2013 (continued)
                                                                                                                                                                                                            • Figure 67: Pizza/pasta restaurant and takeaway usage, October 2013
                                                                                                                                                                                                            • Figure 68: Pizza/pasta restaurant and takeaway usage, October 2013
                                                                                                                                                                                                            • Figure 69: Pizza/pasta restaurant and takeaway usage, October 2013 (continued)
                                                                                                                                                                                                        • Appendix – The Consumer – Reasons for Visiting Pizza/Pasta Outlets

                                                                                                                                                                                                            • Figure 70: Reasons for visiting pizza/pasta restaurants/takeaways, October 2013
                                                                                                                                                                                                            • Figure 71: Most popular reasons for visiting pizza/pasta restaurants, by demographics, October 2013
                                                                                                                                                                                                            • Figure 72: Next most popular reasons for visiting pizza/pasta restaurants, by demographics, October 2013
                                                                                                                                                                                                            • Figure 73: Most popular reasons for using pizza/pasta takeaways, by demographics, October 2013
                                                                                                                                                                                                            • Figure 74: Next most popular reasons for using pizza/pasta takeaways, by demographics, October 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Online Activities for Pizza/Pasta Outlets

                                                                                                                                                                                                            • Figure 75: Online activities for pizza/pasta restaurants/takeaways, October 2013
                                                                                                                                                                                                            • Figure 76: Online activities for pizza/pasta restaurants/takeaways – Check menus online to look at dishes, by demographics, October 2013
                                                                                                                                                                                                            • Figure 77: Online activities for pizza/pasta restaurants/takeaways – Check prices online in advance, by demographics, October 2013
                                                                                                                                                                                                            • Figure 78: Online activities for pizza/pasta restaurants/takeaways – Order a pizza/pasta takeaway/home delivery online, by demographics, October 2013
                                                                                                                                                                                                            • Figure 79: Online activities for pizza/pasta restaurants/takeaways – Book a table online, by demographics, October 2013
                                                                                                                                                                                                            • Figure 80: Online activities for pizza/pasta restaurants/takeaways – Sign up to a restaurant newsletter, by demographics, October 2013
                                                                                                                                                                                                            • Figure 81: Online activities for pizza/pasta restaurants/takeaways – Use a smartphone app to find the nearest branch, by demographics, October 2013
                                                                                                                                                                                                            • Figure 82: Online activities for pizza/pasta restaurants/takeaways – Participate in a competition operated by a restaurant online, by demographics, October 2013
                                                                                                                                                                                                            • Figure 83: Online activities for pizza/pasta restaurants/takeaways – Follow a restaurant on social media, by demographics, October 2013
                                                                                                                                                                                                            • Figure 84: Online activities for pizza/pasta restaurants/takeaways – Use a smartphone app to place an order/book a table, by demographics, October 2013
                                                                                                                                                                                                            • Figure 85: Online activities for pizza/pasta restaurants/takeaways – Order by interactive TV/games console, by demographics, October 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Attitudes Towards Pizza/Pasta Outlets

                                                                                                                                                                                                            • Figure 86: Users’ attitudes towards pizza/pasta restaurants/takeaways, October 2013
                                                                                                                                                                                                            • Figure 87: Most popular attitudes towards pizza/pasta restaurants/takeaways, by demographics, October 2013
                                                                                                                                                                                                            • Figure 88: Next most popular attitudes towards pizza/pasta restaurants/takeaways, by demographics, October 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Further Attitudes Towards Pizza/Pasta Outlets

                                                                                                                                                                                                            • Figure 89: Users’ attitudes towards pizza/pasta restaurants/takeaways, October 2013
                                                                                                                                                                                                            • Figure 90: Most popular attitudes towards pizza/pasta restaurants/takeaways, by demographics, October 2013
                                                                                                                                                                                                            • Figure 91: Next most popular attitudes towards pizza/pasta restaurants/takeaways, by demographics, October 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Pizza/Pasta Outlets Menu Enticement

                                                                                                                                                                                                            • Figure 92: Pizza/pasta restaurants/takeaways menu enticement – Aperitifs before a meal, by demographics, October 2013
                                                                                                                                                                                                            • Figure 93: Pizza/pasta restaurants/takeaways menu enticement – Gluten-free pizza/pasta, by demographics, October 2013
                                                                                                                                                                                                            • Figure 94: Pizza/pasta restaurants/takeaways menu enticement – A dish marked as low calorie, by demographics, October 2013
                                                                                                                                                                                                            • Figure 95: Pizza/pasta restaurants/takeaways menu enticement – A dish with added health benefits, by demographics, October 2013
                                                                                                                                                                                                            • Figure 96: Pizza/pasta restaurants/takeaways menu enticement – Half and half pizza/pasta dishes, by demographics, October 2013
                                                                                                                                                                                                            • Figure 97: Pizza/pasta restaurants/takeaways menu enticement – Smaller serving sizes in restaurants, by demographics, October 2013
                                                                                                                                                                                                            • Figure 98: Pizza/pasta restaurants/takeaways menu enticement – A dish which includes a portion of salad, by demographics, October 2013
                                                                                                                                                                                                            • Figure 99: Pizza/pasta restaurants/takeaways menu enticement – Smaller takeaway options, by demographics, October 2013
                                                                                                                                                                                                            • Figure 100: Pizza/pasta restaurants/takeaways menu enticement – Speciality/authentic dishes from a specific region, by demographics, October 2013
                                                                                                                                                                                                            • Figure 101: Pizza/pasta restaurants/takeaways menu enticement – Stuffed crust/specialty crusts and/or crust flavours, by demographics, October 2013

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        • Ben & Jerry's (UK)
                                                                                                                                                                                                        • Blinkbox Entertainment Ltd
                                                                                                                                                                                                        • Domino's Pizza UK & IRL, plc
                                                                                                                                                                                                        • Drake and Morgan
                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                        • Four Seasons Hotels Inc.
                                                                                                                                                                                                        • Gondola Holdings PLC
                                                                                                                                                                                                        • Google, Inc.
                                                                                                                                                                                                        • HJ Heinz Company UK
                                                                                                                                                                                                        • Papa John's International, Inc.
                                                                                                                                                                                                        • PepsiCo Inc
                                                                                                                                                                                                        • Pizza Hut
                                                                                                                                                                                                        • PizzaExpress Limited
                                                                                                                                                                                                        • Prezzo PLC
                                                                                                                                                                                                        • Sony (UK) Ltd
                                                                                                                                                                                                        • Strada
                                                                                                                                                                                                        • Tragus Ltd
                                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                                        • Waterstones Booksellers
                                                                                                                                                                                                        • Zizzi

                                                                                                                                                                                                        Pizza and Pasta Restaurants - UK - December 2013

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