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Pizza and Pasta Restaurants - UK - November 2016

“Digital innovation and authentic dishes made from simple and fresh ingredients are transforming pizza and pasta into a destination business, helped by the expansive store presence of leading players. Independent players may be hit by competition from the swelling multitude of new entrants and deli-and-dining formats that are driving more customers into store.”
– Trish Caddy, Foodservice Analyst

This Report discusses the following key topics:

  • Venues can draw on customisation trend to drive growth
  • Women are more addicted to snacking than men 
  • Locally sourced ingredients could help operators standout

The pizza and pasta out-of-home market is in growth and looks set to continue to soar as consumers’ appetite for authentic Italian food drives spend. However, growth stands to impact on independent players. The top end of the takeaway and home delivery markets continue to make concerted efforts to push digital innovation and e-commerce with advanced technology, while restaurants become a destination business with fresh ingredients and speed-service as main areas of focus.

Streamlining menu items to focus on key performance drivers such as traditional Neapolitan pizza, should continue to support the segment. Snack-sized dishes should also help create more occasions for all-day eating. Continued focus on communicating the product features and price looks much needed, given that the frugal mentality lingers among most consumers. However, flexibility to customise pizza is also an enticement to visit a pizzeria for many diners.

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

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Table of contents

  1. Overview

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

          • The market
            • Takeaway/home delivery
              • Figure 1: UK pizza and pasta takeaway market, value sales and forecast, 2011-21
            • Dine-in restaurants
              • Figure 2: UK pizza and pasta dine-in restaurants market, value sales and forecast, 2011-21
            • Key players
              • Domino’s leads by store numbers
                • Pizza Hut Restaurants outperforms the market
                  • PizzaExpress rolls out Firezza
                    • The consumer
                      • Larger households are the vanguard of home delivery
                        • Older people dine in pizza or pasta restaurants
                          • Figure 3: Frequency of visiting pizza and pasta restaurants and using takeaways/home deliveries, 2015 and 2016
                        • Dine-in customers are willing to spend more than £30
                          • Figure 4: Approximate spend on pizza/pasta on a sit-down restaurant meal, September 2016
                        • Affluent diners spend less than £15 on takeaway or home delivery
                          • Figure 5: Approximate spend on pizza/pasta on a takeaway/home delivery meal, September 2016
                        • Half of diners are uninterested in special features
                          • One in five diners are interested in local ingredients
                            • Figure 6: Interest in special features at pizza/pasta restaurants/takeaways, September 2016
                          • Older people expect restaurants to reduce waste
                            • Smaller meal portions appeal to women
                              • Heavy users are interested in customisable pizza
                                • Figure 7: Attitudes towards pizza/pasta restaurant/takeaway, September 2016
                              • Young men are interested in live music entertainment
                                • Digital apps attract students to order home delivery
                                  • Figure 8: Behaviours towards pizza and pasta restaurant/takeaway, September 2016
                                • What we think
                                • Issues and Insights

                                  • Venues can draw on customisation trend to drive growth
                                    • The facts
                                      • The implications
                                        • Women are more addicted to snacking than men
                                          • The facts
                                            • The implications
                                              • Locally sourced ingredients could help operators standout
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Pizza and pasta market is in growth
                                                      • Decline in core users could temper market growth
                                                        • Brits are saving money
                                                          • Over-55s make up almost 30% of the population
                                                            • Shortfall of hospitality staff intensifies
                                                              • Rising food prices
                                                                • Pressure to make food portions less sweet or smaller
                                                                • Segment Performance, Market Size and Forecast

                                                                  • Pizza and pasta restaurants are in growth
                                                                      • Figure 9: Value sales^ of the total UK pizza and pasta restaurant/takeaway market, 2011-21
                                                                    • Demographic changes and consumer confidence could temper market growth
                                                                      • Figure 10: UK pizza and pasta restaurant total market, value sales and forecast, 2011-21
                                                                    • The takeaway/home delivery market has been bifurcating
                                                                      • Figure 11: Value sales of the UK pizza and pasta takeaway market, 2011-21
                                                                      • Figure 12: UK pizza and pasta takeaway market, value sales and forecast, 2011-21
                                                                    • Dine-in restaurants innovate to stay competitive
                                                                      • Figure 13: UK pizza and pasta dine-in restaurants market, value sales, 2011-21
                                                                      • Figure 14: UK pizza and pasta dine-in restaurants market, value sales and forecast, 2011-21
                                                                    • The impact of the EU referendum vote
                                                                      • Figure 15: Alternative market scenarios for the post-Brexit pizza and pasta restaurant total market, at current prices, 2016-21
                                                                    • Eating out has been resilient in previous slowdowns
                                                                      • Forecast methodology
                                                                      • Market Drivers

                                                                        • Savings to rival eating out as main discretional spending area
                                                                          • Figure 16: Selected consumer spending priorities (after bills), October 2015-September 2016
                                                                        • Britain’s ageing population
                                                                          • Figure 17: Trends in the age structure of the UK population, 2011-16 and 2016-21
                                                                        • Hospitality recruitment at its most difficult
                                                                          • Brexit fears driving up food costs
                                                                            • Pressure from health secretary to make food portions less sweet or smaller
                                                                              • Central London rents and rates continue to rise above inflation
                                                                              • Companies and Brands – What You Need to Know

                                                                                • Domino’s retains an unassailable lead by store numbers
                                                                                  • Pizza Hut reports strong performance
                                                                                    • PizzaExpress beefs up takeaway business
                                                                                    • Market Share

                                                                                      • Domino’s retains an unassailable lead by store numbers
                                                                                        • Figure 18: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2012-16
                                                                                      • Pizza Hut Restaurants reverses losses
                                                                                        • PizzaExpress reports ambitious growth plans for Firezza
                                                                                          • The Azzurri Group strengthens its pipeline
                                                                                          • Launch Activity and Innovation

                                                                                            • Food innovations
                                                                                              • Papa John's innovates in flavour and cooking techniques
                                                                                                • Domino’s trials premium range
                                                                                                  • Neapolitan pizza has stretch
                                                                                                    • Operators move towards being cashless
                                                                                                      • Social media trends
                                                                                                        • Short form videos on Snapchat gain traction
                                                                                                          • Zizzi trains staff in Instagram photography
                                                                                                            • Domino’s rolls out Facebook Chatbot
                                                                                                              • Pizza Hut Delivery launches quick service Express format
                                                                                                                • One-stop shop concepts on the rise
                                                                                                                • Advertising and Marketing Activity

                                                                                                                  • Big players ramp up above-the-line advertising activities in 2015
                                                                                                                    • Figure 19: Advertising expenditure by selected pizza and pasta operators, 2012-16
                                                                                                                  • PizzaExpress upweighted digital spend
                                                                                                                    • Figure 20: Advertising expenditure by selected pizza and pasta operators, by media type, 2012-16
                                                                                                                  • Domino’s uses TV to support new channels
                                                                                                                    • Pizza Hut debuts new tagline and TV ad
                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                      • Brand Research

                                                                                                                          • What you need to know
                                                                                                                            • Pizza Hut is the most trusted brand of all
                                                                                                                              • Domino’s excels as an innovative and convenient brand
                                                                                                                                • PizzaExpress has a good reputation
                                                                                                                                  • Brand map
                                                                                                                                    • Figure 21: Attitudes towards and usage of selected brands, September 2016
                                                                                                                                  • Key brand metrics
                                                                                                                                    • Figure 22: Key metrics for selected brands, September 2016
                                                                                                                                  • Brand attitudes: Frankie & Benny’s is worth paying more for, while Papa John’s continues to innovate
                                                                                                                                    • Figure 23: Attitudes, by brand, September 2016
                                                                                                                                  • Brand personality – Macro: Papa John’s is seen as an ethical brand while Domino’s edges towards boring
                                                                                                                                    • Figure 24: Brand personality – Macro image, September 2016
                                                                                                                                  • Brand personality – Micro: PizzaExpress is acknowledged for its health proposition while Pizza Hut is perceived as both tacky and exciting at the same time
                                                                                                                                    • Figure 25: Brand personality – Micro image, September 2016
                                                                                                                                  • Brand analysis
                                                                                                                                    • Domino’s is the top brand in innovation and convenience
                                                                                                                                      • Figure 26: User profile of Domino’s, September 2016
                                                                                                                                    • 40% of users have never eaten at, but have heard of, PizzaExpress
                                                                                                                                      • Figure 27: User profile of PizzaExpress, September 2016
                                                                                                                                    • Pizza Hut is the most trusted brand of all
                                                                                                                                      • Figure 28: User profile of Pizza Hut, September 2016
                                                                                                                                    • Papa John’s is cool and ethical but offers poor value
                                                                                                                                      • Figure 29: User profile of Papa John’s, September 2016
                                                                                                                                    • Frankie & Benny’s is the most fun brand of all
                                                                                                                                      • Figure 30: User profile of Frankie & Benny’s, September 2016
                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                    • Three in 10 Brits buy pizza or pasta at least once a month
                                                                                                                                      • 44% of diners would spend up to £20 on a sit-down meal
                                                                                                                                        • 35% of diners spend £14.99 on takeaway or home delivery
                                                                                                                                          • 51% of diners are uninterested in special features
                                                                                                                                            • 21% of diners are interested in local ingredients
                                                                                                                                              • 61% of diners would like smaller meal portions
                                                                                                                                                • 67% of diners interested in the option to build their own pizza
                                                                                                                                                • Frequency of Visiting Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                  • Three in 10 Brits buy pizza or pasta at least once a month
                                                                                                                                                    • Takeaway or home delivery’s heavy users
                                                                                                                                                      • Dine-in restaurants’ heavy users
                                                                                                                                                        • Figure 31: Frequency of visiting pizza and pasta restaurants, takeaways/home deliveries, September 2016
                                                                                                                                                      • A noticeable uplift in overall usage
                                                                                                                                                        • Family time drives uptake for takeaway or home delivery
                                                                                                                                                          • Figure 32: Frequency of visiting pizza and pasta restaurants and using takeaways/home deliveries, 2015 and 2016
                                                                                                                                                        • A significant number of older people dine in pizza or pasta restaurants
                                                                                                                                                          • Figure 33: Any users of pizza and pasta restaurants, by age, September 2016
                                                                                                                                                      • Spend on Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                        • Scope for dine-in customers to splurge on pizza and pasta
                                                                                                                                                          • Figure 34: Approximate spend on pizza/pasta on a sit-down restaurant meal, September 2016
                                                                                                                                                        • £15 spend cap for takeaway or home delivery
                                                                                                                                                          • Figure 35: Approximate spend on pizza/pasta on a takeaway/home delivery meal, September 2016
                                                                                                                                                      • Interest in Special Features at Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                        • Limited interest in special features
                                                                                                                                                          • One in five diners are interested in local ingredients
                                                                                                                                                            • Regional dishes pique one fifth of diners’ interest
                                                                                                                                                              • Under-35s are interested in seasonal menus
                                                                                                                                                                • Figure 36: Interest in special features at pizza/pasta restaurants/takeaways, September 2016
                                                                                                                                                            • Behaviours and Attitudes towards Pizza/Pasta Restaurants/Takeaways

                                                                                                                                                              • Food waste management is an opportunity to the protect bottom line
                                                                                                                                                                • Smaller meal portions weigh heavily on healthy eating
                                                                                                                                                                  • Reward schemes spark interest among heavy users
                                                                                                                                                                    • Customisable pizza could help bolster sales
                                                                                                                                                                      • Figure 37: Attitudes towards pizza/pasta restaurant/takeaway, September 2016
                                                                                                                                                                    • Young men are interested in live music entertainment
                                                                                                                                                                      • Snacking occasions offer growth potential for pizza and pasta venues
                                                                                                                                                                        • Figure 38: Behaviours towards pizza/pasta restaurant/takeaway, September 2016
                                                                                                                                                                    • CHAID Analysis

                                                                                                                                                                      • Methodology
                                                                                                                                                                        • Home delivery users order food digitally to save money
                                                                                                                                                                          • Figure 39: Pizza and pasta restaurants – CHAID – Tree output, September 2016
                                                                                                                                                                          • Figure 40: Target groups based on statements that apply to people about pizza/pasta restaurants/takeaways – CHAID – Table output, September 2016
                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                        • Data sources
                                                                                                                                                                          • Abbreviations
                                                                                                                                                                            • Brand research
                                                                                                                                                                              • Brand map
                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                  • Correspondence analysis methodology
                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                    • Forecast methodology

                                                                                                                                                                                    Pizza and Pasta Restaurants - UK - November 2016

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