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Pizza and Pasta Restaurants - UK - November 2015

“Discounting continues to be a double-edged sword for this market. Whilst it remains a key venue differentiator, the expectation of promotions is hindering players’ ability to capitalise on the improving economic climate. The cut-price image sees consumers look to more exciting eating out options.”

– Helena Childe, Senior Foodservice Analyst

This report looks at the following issues:

  • Scope for fast casual pizza formats to shake up the category
  • Technological advances could help operators engage core youth market
  • Pizza/pasta venues can draw on healthy eating trends to drive growth

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Table of contents

  1. Overview

    • What you need to know
      • Topics covered in this report
      • Executive Summary

          • The market
            • Takeaway outperforms dine-in
              • Figure 1: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2010-20
            • The market may not benefit as budgets relax
              • The National Living Wage drives up costs
                • Ageing population is challenge for the market
                  • Companies and brands
                    • Changes to the competitive landscape
                      • Brands in the market lack differentiation
                        • Expanding distribution channels and occasions
                          • Gourmet trends and crowdsourcing
                            • Technological developments
                              • The consumer
                                • Perceptions of types of restaurants
                                  • Figure 2: Correspondence analysis – Perceptions of pizza and pasta restaurants, August 2015
                                • Frequency of visiting pizza/pasta restaurants/takeaways
                                  • Figure 3: Frequency of visiting pizza and pasta restaurants, takeaways/home deliveries, August 2015
                                • Reasons for using pizza/pasta restaurants/takeaways
                                  • Figure 4: Reasons for using pizza/pasta restaurants/takeaways, August 2015
                                • Pizza/pasta restaurant/takeaway purchasing behaviours
                                  • Figure 5: Pizza/pasta restaurant/takeaway purchasing behaviours, August 2015
                                • Attitudes towards pizza/pasta restaurants/takeaways
                                  • Figure 6: Attitudes towards pizza/pasta restaurants/takeaways, August 2015
                                • Interest in products/services at pizza/pasta restaurants/takeaways
                                  • Figure 7: Interest in products/services at pizza/pasta restaurants/takeaways, August 2015
                                • What we think
                                • Issues and Insights

                                  • Scope for fast casual pizza formats to shake up the category
                                    • The facts
                                      • The implications
                                        • Technological advances could help operators engage core youth market
                                          • The facts
                                            • The implications
                                              • Pizza/pasta venues can draw on healthy eating trends to drive growth
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • The market may not benefit as budgets relax
                                                      • The National Living Wage drives up costs
                                                        • Britain’s ageing population is challenge for the market
                                                          • Market size, segmentation and forecast
                                                          • Market Drivers

                                                            • The economic recovery
                                                              • Figure 8: Selected consumer spending priorities (after bills), October 2014-October 2015
                                                            • The National Living Wage
                                                              • Tipping policies
                                                                • Britain’s ageing population
                                                                  • Figure 9: Trends in the age structure of the UK population, 2010-15 and 2015-20
                                                              • Market Size, Segmentation and Forecast

                                                                • Market size
                                                                    • Figure 10: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2010-20
                                                                  • Segment performance
                                                                    • Takeaway/home delivery
                                                                      • Figure 11: Value sales of the UK pizza and pasta takeaway market, 2010-20
                                                                    • Dine-in
                                                                      • Figure 12: Value sales of the UK pizza and pasta restaurant market, 2010-20
                                                                    • Forecast
                                                                      • Figure 13: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2010-20
                                                                    • Takeaway/home delivery
                                                                      • Figure 14: Value sales of the UK pizza and pasta takeaway market, 2010-20
                                                                    • Dine-in
                                                                      • Figure 15: Value sales of the UK pizza and pasta restaurant/market, 2010-20
                                                                  • Key Players – What You Need to Know

                                                                    • Changes to the competitive landscape
                                                                      • Takeaway/home delivery brands expand
                                                                        • Expanding menus and distribution channels
                                                                          • Technological developments
                                                                            • Spending on above-the-line advertising falls with focus on digital
                                                                              • Brands in the market lack differentiation
                                                                                • Sit-down venues stand out on quality
                                                                                  • Scope for fast casual formats
                                                                                    • New product development – Gourmet trends
                                                                                      • Crowdsourcing New Product Development
                                                                                      • Market Share

                                                                                        • Market shake-up
                                                                                          • Figure 16: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2011-15
                                                                                        • The Azzurri Group looks to next stages of growth
                                                                                          • Confident expansion in the takeaway/home delivery arena
                                                                                          • Launch Activity and Innovation

                                                                                            • New product development trends
                                                                                              • Gourmet pizza options
                                                                                                • Breakfast menus
                                                                                                  • Updated children’s menus
                                                                                                    • Crowdsourcing NPD
                                                                                                      • Fast casual pizza options
                                                                                                        • Technological developments
                                                                                                          • Pay-at-table apps
                                                                                                            • Digital loyalty apps
                                                                                                              • Alternative distribution channels
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Spending on above-the-line advertising fell by 9.3% in 2014
                                                                                                                  • Figure 17: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, by media type, 2010-14
                                                                                                                • A move from conventional media into digital
                                                                                                                  • Creating more emotive connections
                                                                                                                    • Attention economy
                                                                                                                      • Figure 18: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, by media type, 2010-14
                                                                                                                  • Brand Research – Pizza/Pasta Restaurants and Takeaways

                                                                                                                      • What you need to know
                                                                                                                        • Brand map
                                                                                                                          • Figure 19: Attitudes towards and usage of selected brands, October 2015
                                                                                                                        • Key brand metrics
                                                                                                                          • Figure 20: Key metrics for selected brands, October 2015
                                                                                                                        • Brand attitudes: Papa John’s noted for innovation, PizzaExpress for customer service
                                                                                                                          • Figure 21: Attitudes, by brand, October 2015
                                                                                                                        • Brand personality: Pizza Hut is seen as tired whilst Domino’s excels as fun
                                                                                                                          • Figure 22: Brand personality – Macro image, October 2015
                                                                                                                        • Domino’s strength as convenient marred by image as tacky
                                                                                                                          • Figure 23: Brand personality – Micro image, October 2015
                                                                                                                        • Brand analysis
                                                                                                                          • Prezzo
                                                                                                                            • Figure 24: User profile of Prezzo, October 2015
                                                                                                                          • Domino’s
                                                                                                                            • Figure 25: User profile of Domino’s, October 2015
                                                                                                                          • PizzaExpress
                                                                                                                            • Figure 26: User profile of PizzaExpress, October 2015
                                                                                                                          • Pizza Hut
                                                                                                                            • Figure 27: User profile of Pizza Hut, October 2015
                                                                                                                          • Papa John’s
                                                                                                                            • Figure 28: User profile of Papa John’s, October 2015
                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                          • Frequency of use falling
                                                                                                                            • Value-for-money perceptions are an issue for pizza/pasta restaurants
                                                                                                                              • Discounting: A double-edged sword
                                                                                                                                • Opportunities to create more special-occasion dining visits
                                                                                                                                  • The importance of unique product ranges
                                                                                                                                    • Visual cues in-store can reassert expertise and add to experience
                                                                                                                                      • Boosting convenience could help takeaway brands stand out
                                                                                                                                        • Encouraging more impulse purchases
                                                                                                                                          • Opportunities for more fast/fast casual pizza concepts in the UK
                                                                                                                                            • Technological advances afford operators more flexibility with service
                                                                                                                                              • A fifth of users limit their pizza/pasta intake due to health concerns
                                                                                                                                              • Perceptions of Types of Restaurants

                                                                                                                                                • Value-for-money perceptions are an issue for pizza/pasta restaurants
                                                                                                                                                  • Figure 29: Correspondence analysis – Perceptions of pizza and pasta restaurants and key competing restaurant types, Aug 2015
                                                                                                                                                  • Figure 30: Perceptions of pizza and pasta restaurants and key competing restaurant types, August 2015
                                                                                                                                                • American venues stand out as ‘fun’, pubs as ‘welcoming’ and ethnic venues as ‘fresh’
                                                                                                                                                  • Opportunities for more fast food/fast casual pizza concepts in the UK
                                                                                                                                                  • Frequency of Visiting Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                    • Usage of pizza/pasta venues declines with age
                                                                                                                                                      • Figure 31: Frequency of visiting pizza and pasta restaurants, takeaways/home deliveries, August 2015
                                                                                                                                                    • Frequency of use is falling
                                                                                                                                                      • Figure 32: Frequency of visiting pizza and pasta restaurants and using takeaways/home deliveries, October 2013, August 2014 and August 2015
                                                                                                                                                  • Reasons for Using Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                    • Opportunities to expand special-occasion dining
                                                                                                                                                      • Helping mum to plan family time and romantic getaways
                                                                                                                                                        • Enhanced service plays into older diners’ special occasion-focused expectations
                                                                                                                                                          • Figure 33: Reasons for using pizza/pasta restaurants/takeaways, August 2015
                                                                                                                                                        • Boosting convenience could help takeaway brands stand out
                                                                                                                                                          • Encouraging more impulse purchases
                                                                                                                                                          • Behaviours and Attitudes towards Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                            • Pizza/pasta restaurant/takeaway purchasing behaviours
                                                                                                                                                              • Discounting: A double-edged sword
                                                                                                                                                                • Figure 34: Pizza/pasta restaurant/takeaway purchasing behaviours, August 2015
                                                                                                                                                              • Competition from generalist venues intensifies
                                                                                                                                                                • Visual cues in-store could help reassert expertise and add to the experience
                                                                                                                                                                  • Attitudes towards pizza/pasta restaurants/takeaways
                                                                                                                                                                    • House specialities resonate
                                                                                                                                                                      • Figure 35: Attitudes towards pizza/pasta restaurants/takeaways, August 2015
                                                                                                                                                                    • Balancing healthy eating concerns
                                                                                                                                                                    • Interest in Products/Services at Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                                      • Using fast casual pizza trends to increase student appeal
                                                                                                                                                                        • Figure 36: Interest in products/services at pizza/pasta restaurants/takeaways, August 2015
                                                                                                                                                                      • Technology trends
                                                                                                                                                                        • Technological developments bring more flexibility to service formats
                                                                                                                                                                          • Tweet a pizza – Making it easier to choose your brand
                                                                                                                                                                            • High openness to push marketing
                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                              • Data sources
                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                                      • Figure 37: Best- and worst-case forecasts for the total UK pizza and pasta restaurant/takeaway market, 2015-20
                                                                                                                                                                                      • Figure 38: Best- and worst-case forecasts for the UK pizza and pasta takeaway market, 2015-20
                                                                                                                                                                                      • Figure 39: Best- and worst-case forecasts for the UK pizza and pasta restaurant market, 2015-20
                                                                                                                                                                                    • Brand research
                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Consumer research
                                                                                                                                                                                          • Correspondence analysis methodology

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          • Domino's Pizza UK & IRL, plc
                                                                                                                                                                                          • Papa John's International, Inc.

                                                                                                                                                                                          Pizza and Pasta Restaurants - UK - November 2015

                                                                                                                                                                                          £1,995.00 (Excl.Tax)