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Pizza and Pasta Restaurants - UK - March 2012

“One of the key challenges in this market is maintaining engagement with consumers as they age. There is a gap in the market to cater to these less frequent diners who are looking for more special occasion dining opportunities.”

– Helena Spicer, Senior Foodservice Analyst

Some questions answered in this report include:

  • How can operators hold consumers’ interest as they age?
  • How can operators cater to consumers’ stretched budget to gain market share going forward?
  • What other features can pizza/pasta restaurants leverage from the wider eating out market?
  • How can operators leverage ‘experience’ trends to engage consumers?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK pizza and pasta restaurant/takeaway market size and forecast, fan chart, 2006-16
            • Market factors
              • Companies, brands and innovation
                • Companies
                  • Figure 2: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2011
                • Innovation
                  • The consumer
                    • Figure 3: Pizza/pasta restaurant usage, sit-in versus takeaway/home delivery, January/February 2012
                    • Figure 4: Pizza/pasta restaurant outlet usage, January/February 2012
                  • Attitudes towards pizza/pasta restaurants/takeaways
                      • Figure 5: Attitudes towards pizza/pasta restaurants/takeaways, by current pizza/pasta restaurant and takeaway/home delivery users, January/February 2012
                    • Menu enticements which affect venue choice
                        • Figure 6: Pizza/pasta restaurants/takeaways menu enticements by current pizza/pasta restaurant and takeaway/home delivery users, January/February 2012
                      • What we think
                      • Issues in the Market

                          • How can operators hold consumers’ interest as they age?
                            • How can operators cater to consumers’ stretched budget to gain market share going forward?
                              • What other features can pizza/pasta restaurants leverage from the wider eating out market?
                                • How can operators leverage ‘experience’ trends to engage consumers?
                                • Future Opportunities

                                  • Internal Market Environment

                                    • Key points
                                      • Fragile consumer confidence sees diners spend carefully
                                        • Figure 7: GfK NOP Consumer Confidence Index, monthly, January 2007-February 2012
                                        • Figure 8: Agreement with the selected lifestyle statements on personal finances, by type of restaurant visited in the last three months, 2011
                                      • Pressures on margins
                                        • Opportunities linked to healthy eating
                                            • Figure 9: Agreement with selected lifestyle statements on food nutrition, by type of restaurant visited in the last three months, 2011
                                        • Broader Market Environment

                                          • Key points
                                            • Economy is gloomy but showing green shoots in terms of consumer optimism
                                              • Pizza/pasta outlets fail to engage Britain’s aging population
                                                • Figure 10: Trends in the age structure of the UK population, 2006-16
                                              • Impact of the weather
                                              • Competitive Context – In-Home

                                                • Key points
                                                  • Pizza/pasta benefit from ‘comfort food’ status but in-home sales have stagnated following price increases
                                                    • Figure 11: Overall usage and usage frequency of pizza in the last 12 months (excluding takeaways), 2007-11
                                                    • Figure 12: Types of pasta used most often in the last 12 months, 2007-11
                                                    • Figure 13: Types of pasta sauces used most often in the last 12 months, 2008-11
                                                  • In-home launches are echoing out-of-home innovations
                                                    • Double-stacked
                                                      • Half and half
                                                        • Widening formats with premiumisation
                                                          • Healthy eating trends
                                                            • Convenience-driven
                                                              • Grab and go concepts
                                                                • Snack ranges
                                                                  • Expanding the lunchtime/workplace market
                                                                    • Shock tactics
                                                                    • Competitive Context – Out of Home

                                                                      • Key points
                                                                        • Fighting for market share: perceived strength of specialists
                                                                          • Figure 14: Types of restaurants visited in the last three months, 2010-11
                                                                      • Strengths and Weaknesses in the Market

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • New launches
                                                                                • Product specialists
                                                                                  • Specific targeting
                                                                                    • All-day dining opportunities
                                                                                      • Widening distribution channels
                                                                                        • And now for something completely different…
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Discount culture driving volume not value
                                                                                              • Figure 15: UK pizza and pasta restaurant/takeaway market size and forecast, 2006-16
                                                                                              • Figure 16: UK pizza and pasta restaurant/takeaway market size and forecast, fan chart, 2006-16
                                                                                            • Forecast methodology
                                                                                            • Market Segmentation

                                                                                              • Key points
                                                                                                • Food price inflation driving much of the value growth
                                                                                                  • Figure 17: Pizza/pasta restaurant market size and forecast, by segment, 2006-16
                                                                                                • Dine in
                                                                                                  • Figure 18: UK pizza and pasta restaurant (dine in) market size and forecast, fan chart, 2006-16
                                                                                                • Takeaways/home deliveries
                                                                                                  • Figure 19: UK pizza and pasta takeaway/home delivery market size and forecast, fan chart, 2006-16
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • Consolidation continues
                                                                                                    • Figure 20: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2010-11
                                                                                                • Companies and Products – Takeaway/Home Delivery

                                                                                                  • Key points
                                                                                                    • Resilient but maturing market place
                                                                                                      • Domino’s Pizza
                                                                                                        • Papa John’s
                                                                                                          • The Perfect Pizza Company
                                                                                                          • Companies and Products – Dine In

                                                                                                            • Key points
                                                                                                              • Sit-in restaurants suffering from the contraction in family dining
                                                                                                                • Pizza Hut
                                                                                                                  • Prezzo
                                                                                                                      • Figure 21: Examples of Prezzo price promotions, 2011-12
                                                                                                                    • Gondola Group
                                                                                                                      • PizzaExpress
                                                                                                                          • Figure 22: Examples of PizzaExpress price promotions, 2011-12
                                                                                                                        • ASK
                                                                                                                            • Figure 23: Examples of ASK Italian price promotions, 2011-12
                                                                                                                          • Zizzi
                                                                                                                              • Figure 24: Examples of Zizzi price promotions, 2011-12
                                                                                                                            • Tragus Group
                                                                                                                              • Strada
                                                                                                                                • Bella Italia
                                                                                                                                • Brand Research

                                                                                                                                  • Brand map
                                                                                                                                      • Figure 25: Attitudes towards and usage of brands in the pizza restaurant sector, January 2012
                                                                                                                                    • Correspondence analysis
                                                                                                                                      • Brand attitudes
                                                                                                                                        • Figure 26: Attitudes by pizza restaurant brand, January 2012
                                                                                                                                      • Brand personality
                                                                                                                                        • Figure 27: Pizza restaurant brand personality – macro image, January 2012
                                                                                                                                        • Figure 28: Pizza restaurant brand personality – micro image, January 2012
                                                                                                                                      • Brand experience
                                                                                                                                        • Figure 29: Pizza restaurant brand usage, January 2012
                                                                                                                                        • Figure 30: Satisfaction with various pizza restaurant brands, January 2012
                                                                                                                                        • Figure 31: Consideration of pizza restaurant brands, January 2012
                                                                                                                                        • Figure 32: Consumer perceptions of current pizza restaurant brand performance, January 2012
                                                                                                                                        • Figure 33: Pizza restaurant brand recommendation – Net Promoter Score, January 2012
                                                                                                                                      • Brand index
                                                                                                                                        • Figure 34: Pizza brand brand index, January 2012
                                                                                                                                        • Figure 35: Pizza restaurant brand index vs. recommendation, January 2012
                                                                                                                                      • Target group analysis
                                                                                                                                        • Figure 36: Target groups, January 2012
                                                                                                                                        • Figure 37: Pizza restaurant brand usage, by target groups, January 2012
                                                                                                                                      • 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
                                                                                                                                                  • Pizza restaurant users particularly receptive to advertising and marketing
                                                                                                                                                    • Figure 38: Agreement with the lifestyle statements on media, by type of restaurant visited in the last three months, 2011
                                                                                                                                                  • Website usage
                                                                                                                                                    • Figure 39: Total unique visitors for selected pizza/pasta takeaway and home delivery brands, January 2010-January 2012
                                                                                                                                                    • Figure 40: Total unique visitors for selected pizza/pasta takeaway and home delivery brands, January 2010-January 2012
                                                                                                                                                  • Nurturing engagement outside of the digital world
                                                                                                                                                  • Eating Out Behaviour – Pizza/Pasta Restaurants and Takeaways

                                                                                                                                                    • Key points
                                                                                                                                                      • Pizza/pasta restaurants lack relevance with older consumers lifestyles
                                                                                                                                                        • Figure 41: Pizza/pasta restaurant usage, sit-in versus takeaway/home delivery, January/February 2012
                                                                                                                                                        • Figure 42: Pizza/pasta restaurant usage (current users), sit-in versus takeaway/home delivery, by age group, January/February 2012
                                                                                                                                                        • Figure 43: Pizza/pasta restaurant usage (current users), sit-in versus takeaway/home delivery, by socio-economic group and lifestage, January/February 2012
                                                                                                                                                      • Regional variations: Londoners eating less pizza/pasta out of home
                                                                                                                                                        • Figure 44: Pizza – average grams purchased per person per week, by region, 2001/02 and 2010
                                                                                                                                                      • The market is vulnerable to downturn in family spending
                                                                                                                                                        • Figure 45: Pizza/pasta restaurant outlet usage, January/February 2012
                                                                                                                                                      • Out-of-home competitors
                                                                                                                                                      • Attitudes Towards Pizza/Pasta Outlets

                                                                                                                                                        • Key points
                                                                                                                                                          • Convenient location nearly as influential as branding in terms of pizza/pasta venue choice
                                                                                                                                                            • Figure 46: Attitudes towards pizza/pasta restaurants/takeaways, by all users, January/February 2012
                                                                                                                                                          • Product development plays a role in fighting at-home competition
                                                                                                                                                            • Money issues
                                                                                                                                                                • Figure 47: Attitudes towards pizza/pasta restaurants/takeaways, by current and lapsed users, January/February 2012
                                                                                                                                                              • Restaurant users are looking for something different, takeaway users are more price sensitive
                                                                                                                                                                • Figure 48: Attitudes towards pizza/pasta restaurants/takeaways, by current pizza/pasta restaurant and takeaway/home delivery users, January/February 2012
                                                                                                                                                            • Pizza/Pasta Outlets Menu Enticements

                                                                                                                                                              • Key points
                                                                                                                                                                • Focus on Italian cuisine
                                                                                                                                                                  • Figure 49: Pizza/pasta restaurants/takeaways menu enticements, January/February 2012
                                                                                                                                                                  • Figure 50: Selected pizza/pasta restaurants/takeaways menu enticements, by age group, January/February 2012
                                                                                                                                                                • Continuing reliance on the discount culture
                                                                                                                                                                  • Customisation trends
                                                                                                                                                                    • Dangers and opportunities: small/large dishes
                                                                                                                                                                      • Health concerns
                                                                                                                                                                        • Figure 51: Selected pizza/pasta restaurants/takeaways menu enticements (current users), by socio-economic group and lifestage, January/February 2012
                                                                                                                                                                      • Targeting lapsed users with high-end concepts at mid-range prices
                                                                                                                                                                        • Figure 52: Menu enticements for pizza/pasta restaurants/takeaways, by current and lapsed users, January/February 2012
                                                                                                                                                                      • Takeaway users want customisation, restaurant users want variety
                                                                                                                                                                        • Figure 53: Pizza/pasta restaurants/takeaways menu enticements by current pizza/pasta restaurant and takeaway/home delivery users, January/February 2012
                                                                                                                                                                    • Pizza/Pasta Outlets Targeting Opportunities

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Target groups
                                                                                                                                                                          • Figure 54: Pizza/pasta outlet target groups, January/February 2012
                                                                                                                                                                        • Looking Beyond Pizza/Pasta (18% of pizza/pasta outlet users)
                                                                                                                                                                          • Health-Driven (13% of pizza/pasta outlet users)
                                                                                                                                                                            • Fun But Financially Stressed Families (12% of pizza/pasta outlet users)
                                                                                                                                                                              • Lapsed & Apathetic Users (44% of pizza/pasta outlet users)
                                                                                                                                                                                • Less is More (12% of pizza/pasta outlet users)
                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                    • Figure 55: UK pizza/pasta restaurant/takeaway market forecast, best cast/worst case, 2011-16
                                                                                                                                                                                    • Figure 56: UK pizza/pasta takeaway market forecast, best cast/worst case, 2011-16
                                                                                                                                                                                    • Figure 57: UK pizza/pasta restaurant market forecast, best cast/worst case, 2011-16
                                                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                                                    • Figure 58: Brand usage, January 2012
                                                                                                                                                                                    • Figure 59: Brand commitment, January 2012
                                                                                                                                                                                    • Figure 60: Brand momentum, January 2012
                                                                                                                                                                                    • Figure 61: Brand diversity, January 2012
                                                                                                                                                                                    • Figure 62: Brand satisfaction, January 2012
                                                                                                                                                                                    • Figure 63: Brand recommendation, January 2012
                                                                                                                                                                                    • Figure 64: Brand attitude, January 2012
                                                                                                                                                                                    • Figure 65: Brand image – macro image, January 2012
                                                                                                                                                                                    • Figure 66: Brand image – micro image, January 2012
                                                                                                                                                                                    • Figure 67: Profile of target groups, by detailed demographics, January 2012
                                                                                                                                                                                    • Figure 68: Psychographic segmentation, by target group, January 2012
                                                                                                                                                                                    • Figure 69: Brand usage, by target group, January 2012
                                                                                                                                                                                  • Brand index
                                                                                                                                                                                    • Figure 70: Brand index, January 2012
                                                                                                                                                                                • Appendix – Eating Out Behaviour – Pizza/Pasta Restaurants and Takeaways

                                                                                                                                                                                    • Figure 71: Pizza/pasta restaurant usage, January/February 2012
                                                                                                                                                                                    • Figure 72: Pizza/pasta takeaway/home delivery usage, January/February 2012
                                                                                                                                                                                    • Figure 73: Pizza/pasta restaurant usage, by detailed demographics, January/February 2012
                                                                                                                                                                                    • Figure 74: Pizza/pasta takeaway/home delivery usage, by detailed demographics, January/February 2012
                                                                                                                                                                                    • Figure 75: Pizza/pasta outlets visited, January/February 2012
                                                                                                                                                                                    • Figure 76: Most popular pizza/pasta outlets visited, by detailed demographics, January/February 2012
                                                                                                                                                                                    • Figure 77: Next most popular pizza/pasta outlets visited, by detailed demographics, January/February 2012
                                                                                                                                                                                    • Figure 78: Pizza/pasta outlets visited, by most popular pizza/pasta outlets visited, January/February 2012
                                                                                                                                                                                    • Figure 79: Pizza/pasta outlets visited by next most popular pizza/pasta outlets visited, January/February 2012
                                                                                                                                                                                    • Figure 80: Pizza/pasta outlets visited by pizza/pasta restaurant and pizza/pasta takeaway/home delivery usage, January/February 2012
                                                                                                                                                                                • Appendix – Attitudes Towards Pizza/Pasta Outlets

                                                                                                                                                                                    • Figure 81: Attitudes towards pizza/pasta restaurants/takeaways, January/February 2012
                                                                                                                                                                                    • Figure 82: Most popular attitudes towards pizza/pasta restaurants/takeaways, by detailed demographics, January/February 2012
                                                                                                                                                                                    • Figure 83: Next most popular attitudes towards pizza/pasta restaurants/takeaways, by detailed demographics, January/February 2012
                                                                                                                                                                                    • Figure 84: Attitudes towards pizza/pasta restaurants/takeaways by most popular pizza/pasta outlets visited, January/February 2012
                                                                                                                                                                                    • Figure 85: Attitudes towards pizza/pasta restaurants/takeaways by next most popular pizza/pasta outlets visited, January/February 2012
                                                                                                                                                                                    • Figure 86: Attitudes towards pizza/pasta restaurants/takeaways by pizza/pasta restaurant and takeaway/home delivery usage, January/February 2012
                                                                                                                                                                                • Appendix – Pizza/Pasta Menu Enticements

                                                                                                                                                                                    • Figure 87: Pizza/pasta restaurants/takeaways menu enticements, January/February 2012
                                                                                                                                                                                    • Figure 88: Most popular pizza/pasta restaurants/takeaways menu enticements, by detailed demographics, January/February 2012
                                                                                                                                                                                    • Figure 89: Next most popular pizza/pasta restaurants/takeaways menu enticements, by detailed demographics, January/February 2012
                                                                                                                                                                                    • Figure 90: Pizza/pasta restaurants/takeaways menu enticements by most popular pizza/pasta outlets visited, January/February 2012
                                                                                                                                                                                    • Figure 91: Pizza/pasta restaurants/takeaways menu enticements by next most popular pizza/pasta outlets visited, January/February 2012
                                                                                                                                                                                    • Figure 92: Pizza/pasta restaurants/takeaways menu enticements by pizza/pasta restaurant and pizza/pasta takeaway/home delivery usage, January/February 2012
                                                                                                                                                                                    • Figure 93: Pizza/pasta restaurants/takeaways menu enticements by most popular attitudes towards pizza/pasta restaurants/takeaways, January/February 2012
                                                                                                                                                                                    • Figure 94: Pizza/pasta restaurants/takeaways menu enticements by next most popular attitudes towards pizza/pasta restaurants/takeaways, January/February 2012
                                                                                                                                                                                • Appendix – Pizza/Pasta Outlets Targeting Opportunities

                                                                                                                                                                                    • Figure 95: Target groups, by detailed demographics, January/February 2012
                                                                                                                                                                                    • Figure 96: Pizza/pasta outlets visited, by target groups, January/February 2012
                                                                                                                                                                                    • Figure 97: Attitudes towards pizza/pasta restaurants/takeaways, by target groups, January/February 2012
                                                                                                                                                                                    • Figure 98: Pizza/pasta restaurants/takeaways menu enticements, by target groups, January/February 2012

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • American Express UK
                                                                                                                                                                                • Basilico
                                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                • Caffé Uno
                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                • Gondola Holdings PLC
                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                • John Lewis Partnership
                                                                                                                                                                                • NUS [National Union of Students]
                                                                                                                                                                                • OXFAM
                                                                                                                                                                                • Papa John's International, Inc.
                                                                                                                                                                                • Paramount Holdings Ltd
                                                                                                                                                                                • PayPal Inc.
                                                                                                                                                                                • Pizza Hut
                                                                                                                                                                                • PizzaExpress Limited
                                                                                                                                                                                • Prezzo PLC
                                                                                                                                                                                • Strada
                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                • Tragus Ltd
                                                                                                                                                                                • Yum! Brands Inc.
                                                                                                                                                                                • Zizzi

                                                                                                                                                                                Pizza and Pasta Restaurants - UK - March 2012

                                                                                                                                                                                £1,995.00 (Excl.Tax)