Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Pizza and Pasta Restaurants - UK - January 2011

This report examines the pizza/pasta restaurant/takeaway market in the post-recession era. It looks at the lingering effects of the market’s over-reliance on price promotions, as well as exploring the attempts of various operators to modernise their brands to a more extensive level than has been seen in the market in recent years.

  • Pizza Hut continues to be the most popular brand in the pizza/pasta restaurant market with around a fifth of consumers having visited in the last three months (compared to 16% having visited Domino’s and 12% having been to PizzaExpress).
  • Pizza/pasta restaurants are missing out on special occasion dining at present: lapsed users tend to be Third Agers who are more likely to eat out for a special occasion, compared to younger consumers who eat out more frequently.
  • Upfront offers like BOGOFs are the most popular price promotions/incentives for visiting pizza/ pasta restaurants/ takeaways amongst users, whilst fewer than one in ten are drawn by loyalty cards.
  • ‘Light’ menus are increasingly prevalent in this market, despite the fact that four in ten pizza/pasta restaurant/takeaway users don’t care how many calories are in each dish.
  • Along with ‘light’ menus, operators in this market are focusing on tapping into all day dining by introducing new specific breakfast and/or lunchtime ranges as well as new dishes which are suitable for a wide range of meal occasions (eg ‘pizzettes’ mini pizza breads).
  • Modernisation programmes (eg PizzaExpress’s Living Lab) are now under way in a market which has struggled with market positioning and brand differentiation in recent years. Pizza Hut UK’s Managing Director has also hinted at a future rebranding exercise as he was quoted as saying the brand wanted to shake off its image of ‘fast food plus’.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Future Opportunities

              • One of a kind
                • Truly Italian
                • Market in Brief

                  • Consumer confidence and spending priorities
                    • The eating out market
                      • Pizza/pasta restaurant/takeaway market
                        • Price promotions
                          • Modernisation
                            • Brand communication and promotion
                            • Internal Market Environment

                              • Key points
                                • Eating out market performance
                                  • Figure 1: Sales growth year on year (%) across leading restaurant and pub groups, January 2009-September 2010
                                • Healthy eating trends
                                  • Figure 2: Agreement with selected lifestyle statements, 2006-10
                                  • Figure 3: Healthy lifestyle trends, June 2010-August 2010
                              • Broader Market Environment

                                • Key points
                                  • Consumers are still hesitant about the state of the economy and their own financial situation
                                    • Figure 4: GFK NOP Consumer Confidence Index, January 2006-September 2010
                                  • Consumer spending priorities – experience is all
                                    • Figure 5: Consumer spending priorities, November 2009 and August 2010
                                  • Living (and working) in an age of austerity
                                    • Figure 6: Agreement with selected lifestyle statements, 2006-10
                                  • Mobile phone usage
                                    • Figure 7: Top ten sites visited in the last three months using a mobile phone, July 2009-October 2010
                                • Competitive Context

                                  • Key points
                                    • Out of home
                                      • Figure 8: Types of restaurants visited in the last three months, 2010
                                    • In home
                                      • Sales of carbohydrates
                                        • Figure 9: UK retail value sales of carbohydrates, 2005-09
                                      • Pasta and noodles
                                        • Figure 10: Trends in frequency and usage of fresh or dried pasta and noodles in the last 12 months, 2006-10
                                      • Pizza
                                        • Figure 11: Trends in frequency and usage of pizza in the last 12 months (excluding takeaways), 2006-10
                                      • New retail brands entering the market:
                                        • Also cashing in on the Saturday Night Effect
                                          • Reformulated
                                            • Repackaging
                                              • New products
                                              • Strengths and Weakness in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • New menu launches
                                                        • Healthy eating
                                                          • Tapping into wider meal occasions
                                                            • Pizza by the slice
                                                              • Technological advancements
                                                                • Awards
                                                                  • Charitable collaborations
                                                                    • Redesigns and modernisation
                                                                      • PizzaExpress’ ‘Living Lab’
                                                                        • Food
                                                                          • Ambience
                                                                            • ‘The revitalisation of Zizzi’
                                                                            • Market Size and Forecast and Market Segmentation

                                                                              • Key points
                                                                                • Market size and forecast
                                                                                  • Figure 12: UK pizza and pasta restaurant/takeaway market, 2005-15
                                                                                • Winners…
                                                                                  • ...and losers
                                                                                    • Market segmentation
                                                                                      • Forecast methodology
                                                                                      • Market Share

                                                                                        • Key points
                                                                                          • Figure 13: Top pizza/pasta restaurant brands, 2010
                                                                                      • Companies and Products

                                                                                        • Key points
                                                                                          • Carluccio’s
                                                                                              • Figure 14: Financial performance of Carluccio’s, 2009 and 2010
                                                                                            • Domino’s
                                                                                                • Figure 15: Financial performance of Domino’s Pizza, 2008 and 2009
                                                                                                • Figure 16: Financial performance of Domino’s Pizza, 2009 and 2010
                                                                                              • Firezza
                                                                                                • Jamie’s Italian
                                                                                                  • Papa John’s
                                                                                                      • Figure 17: Financial performance of Papa John’s, 2008 and 2009
                                                                                                    • Perfect Pizza
                                                                                                        • Figure 18: Financial performance of Perfect Pizza, 2009 and 2010
                                                                                                      • Pizza GoGo
                                                                                                          • Figure 19: Financial performance of Pizza GoGo, 2009 and 2010
                                                                                                        • Pizza Hut
                                                                                                            • Figure 20: Financial performance of Pizza Hut UK, 2008 and 2009
                                                                                                          • Prezzo
                                                                                                              • Figure 21: Financial performance of Prezzo, 2008 and 2009
                                                                                                              • Figure 22: Financial performance of Prezzo, 2009 and 2010
                                                                                                              • Figure 23: Examples of Prezzo price promotions, 2010
                                                                                                            • Gondola Group
                                                                                                                • Figure 24: Financial performance of Gondola Group, 2008 and 2009
                                                                                                              • ASK
                                                                                                                • Figure 25: Examples of ASK price promotions, 2010
                                                                                                              • PizzaExpress
                                                                                                                • Figure 26: Examples of PizzaExpress price promotions, 2010
                                                                                                              • Living Lab
                                                                                                                • Zizzi
                                                                                                                    • Figure 27: Examples of Zizzi price promotions, 2010
                                                                                                                  • Tragus Group
                                                                                                                      • Figure 28: Financial performance of Tragus Ltd, 2009 and 2010
                                                                                                                    • Bella Italia
                                                                                                                      • Figure 29: Financial performance of Bella Italia, 2009 and 2010
                                                                                                                    • Strada
                                                                                                                      • Figure 30: Examples of Strada price promotions, 2010
                                                                                                                  • Brand Elements

                                                                                                                    • Brand map
                                                                                                                        • Figure 31: Attitudes towards and visitation of pizza and pasta restaurant brands, December 2010
                                                                                                                      • Brand attitudes
                                                                                                                        • Figure 32: Attitudes by pizza and pasta restaurant brand, December 2010
                                                                                                                      • Brand personality
                                                                                                                        • Figure 33: Pizza and pasta restaurant brand personality – macro image, December 2010
                                                                                                                        • Figure 34: Pizza and pasta restaurant brand personality – micro image, December 2010
                                                                                                                      • Correspondence analysis
                                                                                                                        • Brand experience
                                                                                                                          • Figure 35: Pizza and pasta restaurant brand visitation, December 2010
                                                                                                                          • Figure 36: Satisfaction with various pizza and pasta restaurant brands, December 2010
                                                                                                                          • Figure 37: Consideration of pizza and pasta restaurant brands, December 2010
                                                                                                                          • Figure 38: Consumer perceptions of current pizza and pasta restaurant brand performance, December 2010
                                                                                                                          • Figure 39: Pizza and pasta restaurant brand recommendation – Net Promoter Score, December 2010
                                                                                                                        • Brand index
                                                                                                                          • Figure 40: Pizza and pasta restaurant brand index, December 2010
                                                                                                                          • Figure 41: Pizza and pasta restaurant brand index vs. recommendation, December 2010
                                                                                                                        • Target group analysis
                                                                                                                          • Figure 42: Target groups, December 2010
                                                                                                                          • Figure 43: Pizza and pasta restaurant brand visitation, by target groups, December 2010
                                                                                                                        • Group One – The Conformists
                                                                                                                          • Group Two – Simply the Best
                                                                                                                            • Group Three – Shelf Stalkers
                                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                                • Group Five – The Individualists
                                                                                                                                • Brand Communication and Promotion

                                                                                                                                  • Key points
                                                                                                                                    • Online and mobile advertising
                                                                                                                                      • Interactivity
                                                                                                                                        • Website usage
                                                                                                                                          • Figure 44: Total unique visitors for selected pizza/pasta restaurant/takeaway brands, June 2008-October 2010
                                                                                                                                          • Figure 45: Average minutes per visit for selected pizza/pasta restaurant/takeaway brands, June 2008- October 2010
                                                                                                                                      • Pizza/Pasta Restaurants Visited

                                                                                                                                        • Key points
                                                                                                                                            • Figure 46: Pizza/pasta restaurants visited, November 2010
                                                                                                                                          • Do consumers care if a pizza is authentic or not?
                                                                                                                                            • Pizza/pasta restaurant/takeaway users
                                                                                                                                              • Figure 47: Pizza/pasta restaurants visited, by gender, socio-economic group and lifestage, November 2010
                                                                                                                                            • Third agers are lapsed users of pizza/pasta restaurants
                                                                                                                                              • Figure 48: Lapsed users of pizza/pasta restaurants and takeaways, by gender, socio-economic group and lifestage, November 2010
                                                                                                                                          • Incentives for Eating at Pizza/Pasta Restaurants/Takeaways

                                                                                                                                            • Key points
                                                                                                                                                • Figure 49: Incentives for eating at pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                            • Attitudes towards Healthy Eating and Pizza/Pasta Restaurants/Takeaways

                                                                                                                                              • Key points
                                                                                                                                                • Dine-in operators need to be attuned to healthy eating trends, but takeaways are all about indulgence
                                                                                                                                                  • Figure 50: Attitudes towards healthy eating and pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                              • Pizza/Pasta Restaurants/Takeaways Targeting Opportunities

                                                                                                                                                • Key points
                                                                                                                                                  • Figure 51: Pizza/pasta restaurant/takeaway target groups, November 2010
                                                                                                                                                • Enthusiasts
                                                                                                                                                  • Pizza/pasta restaurant/takeaway habits
                                                                                                                                                    • Demographic characteristics
                                                                                                                                                      • Freebie Fanatics
                                                                                                                                                        • Pizza/pasta restaurant/takeaway habits
                                                                                                                                                          • Demographic characteristics
                                                                                                                                                            • Disengaged
                                                                                                                                                              • Pizza/pasta restaurant/takeaway habits
                                                                                                                                                                • Demographic characteristics
                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                    • Figure 52: Healthy lifestyle trends, by demographics, August 2010
                                                                                                                                                                • Appendix – Competitive Context

                                                                                                                                                                    • Figure 53: Types of restaurants visited in last three months, by demographics, 2010
                                                                                                                                                                    • Figure 54: Types of restaurants visited in last three months, by demographics, 2010
                                                                                                                                                                    • Figure 55: Types of restaurants visited in last three months, by demographics, 2010
                                                                                                                                                                    • Figure 56: Frequency and usage of fresh or dried pasta and noodles, by demographics, 2010
                                                                                                                                                                    • Figure 57: Frequency and usage of pizza in the last 12 months (excluding takeaways), by demographics, 2010
                                                                                                                                                                • Appendix – Pizza/Pasta Restaurants Visited

                                                                                                                                                                    • Figure 58: Most popular pizza/pasta restaurants visited, by detailed demographics, November 2010
                                                                                                                                                                    • Figure 59: Next most popular pizza/pasta restaurants visited, by detailed demographics, November 2010
                                                                                                                                                                    • Figure 60: Pizza/pasta restaurants visited, by most popular pizza/pasta restaurants visited, November 2010
                                                                                                                                                                    • Figure 61: Pizza/pasta restaurants visited, by next most popular pizza/pasta restaurants visited, November 2010
                                                                                                                                                                • Appendix – Incentives for Eating at Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                                    • Figure 62: Most popular incentives for eating at pizza/pasta restaurants/takeaways, by detailed demographics, November 2010
                                                                                                                                                                    • Figure 63: Next most popular incentives for eating at pizza/pasta restaurants/takeaways, by detailed demographics, November 2010
                                                                                                                                                                    • Figure 64: Incentives for eating at pizza/pasta restaurants/takeaways, by most popular incentives for eating at pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 65: Incentives for eating at pizza/pasta restaurants/takeaways, by next most popular incentives for eating at pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 66: Pizza/pasta restaurants visited, by most popular incentives for eating at pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 67: Pizza/pasta restaurants visited, by next most popular incentives for eating at pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 68: Incentives for eating at pizza/pasta restaurants/takeaways, by most popular pizza/pasta restaurants visited, November 2010
                                                                                                                                                                    • Figure 69: Incentives for eating at pizza/pasta restaurants/takeaways, by next most popular pizza/pasta restaurants visited, November 2010
                                                                                                                                                                • Appendix – Attitudes towards Healthy Eating and Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                                    • Figure 70: Most popular attitudes towards healthy eating and pizza/pasta restaurants/takeaways, by detailed demographics, November 2010
                                                                                                                                                                    • Figure 71: Next most popular attitudes towards healthy eating and pizza/pasta restaurants/takeaways, by detailed demographics, November 2010
                                                                                                                                                                    • Figure 72: Attitudes towards healthy eating and pizza/pasta restaurants/takeaways, by most popular attitudes towards healthy eating and pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 73: Attitudes towards healthy eating and pizza/pasta restaurants/takeaways, by next most popular attitudes towards healthy eating and pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 74: Pizza/pasta restaurants visited, by most popular attitudes towards healthy eating and pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 75: Pizza/pasta restaurants visited, by next most popular attitudes towards healthy eating and pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 76: Attitudes towards healthy eating and pizza/pasta restaurants/takeaways, by most popular pizza/pasta restaurants visited, November 2010
                                                                                                                                                                    • Figure 77: Attitudes towards healthy eating and pizza/pasta restaurants/takeaways, by next most popular pizza/pasta restaurants visited, November 2010
                                                                                                                                                                    • Figure 78: Incentives for eating at pizza/pasta restaurants/takeaways, by most popular attitudes towards healthy eating and pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 79: Incentives for eating at pizza/pasta restaurants/takeaways, by next most popular attitudes towards healthy eating and pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 80: Attitudes towards healthy eating and pizza/pasta restaurants/takeaways, by most popular incentives for eating at pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 81: Attitudes towards healthy eating and pizza/pasta restaurants/takeaways, by next most popular incentives for eating at pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                • Appendix – Pizza/Pasta Restaurants/Takeaways Targeting Opportunities

                                                                                                                                                                    • Figure 82: Pizza/pasta restaurants/takeaways target groups, by detailed demographics, November 2010
                                                                                                                                                                    • Figure 83: Pizza/pasta restaurant/takeaway target groups, by pizza/pasta restaurants/takeaways visited, November 2010
                                                                                                                                                                    • Figure 84: Pizza/pasta restaurant/takeaway target groups, by incentives for eating at pizza/pasta restaurants/takeaways, November 2010
                                                                                                                                                                    • Figure 85: Pizza/pasta restaurant/takeaway target groups, by attitudes towards healthy eating and pizza/pasta restaurants/takeaways, November 2010

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                • Annabel Karmel
                                                                                                                                                                • Apple Computer UK Ltd
                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                • Bank of England
                                                                                                                                                                • Bella Pasta
                                                                                                                                                                • Birds Eye Foods
                                                                                                                                                                • Blackstone Group (The)
                                                                                                                                                                • Blockbuster Entertainment Ltd (UK)
                                                                                                                                                                • Bluewater Shopping Centre
                                                                                                                                                                • British Potato Council
                                                                                                                                                                • British Retail Consortium
                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                • Caffé Uno
                                                                                                                                                                • Carluccio's
                                                                                                                                                                • Center Parcs
                                                                                                                                                                • Cineworld
                                                                                                                                                                • Co-operative Group
                                                                                                                                                                • Domino's Pizza UK & IRL, plc
                                                                                                                                                                • Dr Oetker
                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                • Ferrero U.S.A. Inc.
                                                                                                                                                                • Firezza Ltd
                                                                                                                                                                • Foursquare
                                                                                                                                                                • Freeview
                                                                                                                                                                • Gfk NOP
                                                                                                                                                                • Gondola Holdings PLC
                                                                                                                                                                • Google UK
                                                                                                                                                                • illycaffè S.p.A
                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                • Jamie Oliver
                                                                                                                                                                • Kantar Media
                                                                                                                                                                • Leon
                                                                                                                                                                • Lidl (UK)
                                                                                                                                                                • London Stock Exchange plc
                                                                                                                                                                • Luigi Lavazza SpA
                                                                                                                                                                • Market & Opinion Research International (MORI)
                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                • McIlhenny Company
                                                                                                                                                                • Mitchells & Butlers Plc
                                                                                                                                                                • mmO2 plc
                                                                                                                                                                • MSN UK
                                                                                                                                                                • Netto Foodstores Ltd
                                                                                                                                                                • Nintendo UK Entertainment Ltd
                                                                                                                                                                • Nokia Corporation (UK)
                                                                                                                                                                • Orange plc (UK)
                                                                                                                                                                • OXFAM
                                                                                                                                                                • Papa John's International, Inc.
                                                                                                                                                                • Paramount Restaurants
                                                                                                                                                                • Perfect Pizza
                                                                                                                                                                • Pizza Gogo
                                                                                                                                                                • Pizza Hut
                                                                                                                                                                • PizzaExpress Limited
                                                                                                                                                                • Prezzo PLC
                                                                                                                                                                • Punch Taverns
                                                                                                                                                                • Sony (UK) Ltd
                                                                                                                                                                • Spotify AB
                                                                                                                                                                • Starbucks Coffee Company UK Ltd
                                                                                                                                                                • Strada
                                                                                                                                                                • Subway
                                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                                • Tesco Plc
                                                                                                                                                                • The Prince's Trust
                                                                                                                                                                • Tragus Ltd
                                                                                                                                                                • Unilever Bestfoods UK Ltd
                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                • Virgin Mobile
                                                                                                                                                                • Vivienne Westwood Ltd
                                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                                • Waitrose
                                                                                                                                                                • Weight Watchers Ltd. (UK)
                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                • Yahoo! UK & Ireland
                                                                                                                                                                • YouTube, Inc.
                                                                                                                                                                • Yum! Brands Inc.
                                                                                                                                                                • Zizzi

                                                                                                                                                                Pizza and Pasta Restaurants - UK - January 2011

                                                                                                                                                                £1,995.00 (Excl.Tax)