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Pizza and Pasta Restaurants - UK - November 2014

“There is room for pizza/pasta restaurants to improve the leisure experience of dining at their venues to make them both more relaxing and engaging. Adding more experiential factors to store layouts, for example, could help elevate the dining out occasion and distract consumers from focusing on the cost of eating out.”
– Helena Childe, Senior Foodservice Analyst

This report looks at the following areas:

  • Fast casual concepts can support growth by tapping into new occasions
  • Putting the ‘experience’ back into dining out
  • Adopting US trends for ‘stunt foods’ can give UK takeaways standout

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Value sales of the total pizza and pasta restaurant/takeaway market, 2009-19
            • Market factors
              • Companies, brands and innovation
                • Figure 2: Outlet numbers of selected leading pizza/pasta restaurant/takeaway brands, 2011 and 2014
              • Who’s innovating?
                • The consumer
                  • Frequency of visiting pizza and pasta restaurants, takeaways and home deliveries
                    • Figure 3: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, August 2014
                  • Venues used
                    • Figure 4: Pizza/pasta restaurant and takeaway usage, August 2014
                  • Types of pizza purchased from a supermarket
                    • Figure 5: Types of pizza purchased from a supermarket, August 2014
                  • Consumer perceptions of pizza
                    • Figure 6: Correspondence analysis of consumer perceptions of pizza, August 2014
                  • Attitudes towards pizza/pasta restaurants
                    • Figure 7: Attitudes towards pizza/pasta restaurants, August 2014
                  • Pizza/pasta restaurant menu enticements
                    • Figure 8: Pizza/pasta restaurant menu enticements, August 2014
                  • What we think
                  • Issues and Insights

                      • Fast casual concepts can support growth by tapping into new occasions
                        • The facts
                          • The implications
                            • Putting the ‘experience’ back into dining out
                              • The facts
                                • The implications
                                  • Adopting US trends for ‘stunt foods’ can give UK takeaways standout
                                    • The facts
                                      • The implications
                                      • Trend Application

                                          • The Influentials
                                            • Guiding Choice
                                              • Human
                                              • Market Drivers

                                                • Key points
                                                  • A disconnect between the economy and consumer confidence
                                                    • The population isn’t feeling the benefit of economic recovery
                                                      • Figure 9: Selected consumer spending priorities (after bills), January 2013-October 2014
                                                    • The squeeze on the middle market
                                                      • Scope for specialisation at both ends of the market
                                                        • Challenges and opportunities with Britain’s ageing population
                                                          • Figure 10: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Revamped store design
                                                                • Domino’s creates a ‘pizza journey’
                                                                  • Pizza Hut goes back to its American roots
                                                                    • Bella Italia – an all-rounder
                                                                      • All-day dining opportunities
                                                                        • Operators look to all-day dining
                                                                          • Competition from convenient retail products
                                                                            • Widening menus
                                                                              • Product trends
                                                                                • Americana mania
                                                                                  • US trends
                                                                                    • ‘Nduja
                                                                                    • Market Size, Segmentation and Forecast

                                                                                      • Key points
                                                                                        • Market size
                                                                                          • Figure 11: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2009-19
                                                                                        • Segment performance
                                                                                          • Figure 12: Value sales of the UK pizza and pasta takeaway/home delivery market, 2009-19
                                                                                          • Figure 13: Value sales of the UK pizza and pasta dine-in restaurant market, 2009-19
                                                                                        • Forecast
                                                                                          • Figure 14: Value sales of the total pizza and pasta restaurant/takeaway market, 2009-19
                                                                                          • Figure 15: Value sales of the total pizza and pasta takeaway/home delivery market, 2009-19
                                                                                          • Figure 16: Value sales of the total pizza and pasta restaurant market, 2009-19
                                                                                        • Forecast methodology
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Competitive marketplace sees a number of chains change hands…
                                                                                              • Figure 17: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2011-14
                                                                                            • …whilst others look to carve out more defined market positions
                                                                                              • Pizza Hut looks to America, while Bella Italia extends to all-day dining
                                                                                                • Carluccio’s on track for 100 outlets
                                                                                                  • Experimenting with menu range and focus
                                                                                                    • Growing pressure on bigger players from emerging niche brands
                                                                                                      • Figure 18: Outlet numbers of selected emerging pizza restaurant brands, 2014
                                                                                                    • Emerging brands are frontrunners of wider trends
                                                                                                      • From stripped back to longer stays
                                                                                                      • Companies and Products

                                                                                                        • Key points
                                                                                                          • Domino’s
                                                                                                            • Financial results
                                                                                                              • Figure 19: Financial performance of Domino’s Pizza Group UK Plc, 2012 and 2013
                                                                                                            • Recent developments
                                                                                                              • Menu developments
                                                                                                                • Papa John’s
                                                                                                                  • Financial results
                                                                                                                    • Figure 20: Financial performance of Papa John’s (GB) Limited, 2011-13
                                                                                                                  • Recent developments
                                                                                                                    • Menu developments
                                                                                                                      • Pizza Hut
                                                                                                                        • Financial results
                                                                                                                          • Figure 21: Financial performance of Pizza Hut UK, 2011-13
                                                                                                                        • Recent developments
                                                                                                                          • Menu developments
                                                                                                                            • Prezzo
                                                                                                                              • Financial results
                                                                                                                                • Figure 22: Financial performance of Prezzo Plc, 2011-13
                                                                                                                              • Recent developments
                                                                                                                                • Menu developments
                                                                                                                                  • Strada
                                                                                                                                    • Menu developments
                                                                                                                                      • Bella Italia
                                                                                                                                        • Recent developments
                                                                                                                                          • Menu developments
                                                                                                                                            • PizzaExpress
                                                                                                                                              • Store portfolio
                                                                                                                                                • Figure 23: PizzaExpress outlets and employee numbers, 2010-13
                                                                                                                                              • Menu developments
                                                                                                                                                • Retail products
                                                                                                                                                  • Gondola Group
                                                                                                                                                    • ASK Italian
                                                                                                                                                      • Store portfolio
                                                                                                                                                        • Figure 24: ASK Italian outlets and employee numbers, 2010-13
                                                                                                                                                      • Menu developments
                                                                                                                                                        • Zizzi
                                                                                                                                                          • Store portfolio
                                                                                                                                                            • Figure 25: Zizzi outlets and employee numbers, 2010-13
                                                                                                                                                          • Recent developments
                                                                                                                                                            • Menu developments
                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                              • Key points
                                                                                                                                                                • Spending on above-the-line advertising fell by 3.4% in 2013
                                                                                                                                                                  • Figure 26: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, 2010-13
                                                                                                                                                                  • Figure 27: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, by media type, 2013
                                                                                                                                                                • Video content
                                                                                                                                                                • The Consumer – Frequency of Using Pizza/Pasta Restaurants and Takeaways

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Frequency of visiting pizza/pasta restaurants/takeaways
                                                                                                                                                                        • Figure 28: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, August 2014
                                                                                                                                                                        • Figure 29: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, October 2013 and August 2014
                                                                                                                                                                      • Operators still rely heavily on discounting to drive trade
                                                                                                                                                                        • Steps to make promotions more emotive
                                                                                                                                                                          • Push marketing is trialled by Papa John’s and Strada
                                                                                                                                                                            • Promotions geared to drive repeat visits
                                                                                                                                                                              • The market targets new occasions
                                                                                                                                                                                • Looking to breakfast and lunch to help prompt visits
                                                                                                                                                                                  • Using drinking occasions to frame pizza restaurants as social spaces
                                                                                                                                                                                    • Fast casual pizza operators have the opportunity to shake up the category
                                                                                                                                                                                    • The Consumer – Pizza/Pasta Outlets Used

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Pizza Hut and Domino’s garner the most usage
                                                                                                                                                                                            • Figure 30: Pizza/pasta restaurant and takeaway usage, August 2014
                                                                                                                                                                                            • Figure 31: Pizza/pasta restaurant and takeaway usage, October 2013 and August 2014
                                                                                                                                                                                          • Various operators continue expansion
                                                                                                                                                                                            • Domino’s targets men with Xbox ordering
                                                                                                                                                                                              • Targeting family diners
                                                                                                                                                                                                • Smartphone apps
                                                                                                                                                                                                • The Consumer – Perceptions of Supermarket versus Restaurant/Takeaway Pizza

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Types of pizza purchased from a supermarket
                                                                                                                                                                                                        • Figure 32: Types of pizza purchased from a supermarket, August 2014
                                                                                                                                                                                                      • Pizza usage falls with age
                                                                                                                                                                                                        • Challenge from at-home pizza prompts menu diversification
                                                                                                                                                                                                          • Consumer perceptions – correspondence analysis
                                                                                                                                                                                                            • Methodology
                                                                                                                                                                                                              • Word association
                                                                                                                                                                                                                  • Figure 33: Correspondence analysis of consumer perceptions of different types of pizza, August 2014
                                                                                                                                                                                                                  • Figure 34: Consumer perceptions of pizza, August 2014
                                                                                                                                                                                                              • The Consumer – Attitudes towards Pizza/Pasta Restaurants

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Attitudes towards pizza/pasta restaurants
                                                                                                                                                                                                                      • Figure 35: Attitudes towards pizza/pasta restaurants, August 2014
                                                                                                                                                                                                                    • Less than half of users find pizza/pasta restaurants relaxing
                                                                                                                                                                                                                      • Generalists….
                                                                                                                                                                                                                        • Wider menus cater to demand outside pizza/pasta
                                                                                                                                                                                                                          • Mix-and-match options
                                                                                                                                                                                                                            • …versus specialists
                                                                                                                                                                                                                              • All-day dining opportunities
                                                                                                                                                                                                                                • Tentative interest in occasions other than main meals
                                                                                                                                                                                                                                  • Operators targeting lunch need to disrupt focus on price and convenience
                                                                                                                                                                                                                                    • Separate seating areas could improve uptake of breakfast and lunch
                                                                                                                                                                                                                                    • The Consumer – Pizza/Pasta Restaurants’ Menu Enticements

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Menu enticements
                                                                                                                                                                                                                                            • Figure 36: Pizza/pasta restaurant menu enticements, August 2014
                                                                                                                                                                                                                                          • Authenticity strikes a chord
                                                                                                                                                                                                                                            • Demand for different doughs
                                                                                                                                                                                                                                              • Unusual ingredients and flavour combinations
                                                                                                                                                                                                                                                • Stunt foods
                                                                                                                                                                                                                                                  • Leveraging reviews to make dish recommendations
                                                                                                                                                                                                                                                    • Snacking opportunities

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Domino's Pizza UK & IRL, plc
                                                                                                                                                                                                                                                    • Gondola Holdings PLC
                                                                                                                                                                                                                                                    • Papa John's International, Inc.
                                                                                                                                                                                                                                                    • Pizza Hut
                                                                                                                                                                                                                                                    • PizzaExpress Limited
                                                                                                                                                                                                                                                    • Prezzo PLC
                                                                                                                                                                                                                                                    • Strada
                                                                                                                                                                                                                                                    • Tragus Ltd
                                                                                                                                                                                                                                                    • YouTube, Inc.
                                                                                                                                                                                                                                                    • Zizzi

                                                                                                                                                                                                                                                    Pizza and Pasta Restaurants - UK - November 2014

                                                                                                                                                                                                                                                    £1,995.00 (Excl.Tax)