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Pizza Restaurants - US - December 2011

In spite of the challenging economy, pizza sales have picked up in the past year. It is clear that the favorite fare is built into the dining-out psyche, helped by healthy competition among leading brands, which keeps pizza prices relatively low—and on par with the value-centric quick-service restaurant (QSR) segment.

In this report, Mintel provides insight that will help operators create high-demand products and build effective marketing messages. All pizza restaurant stakeholders will want to read this report in order to understand:

  • The size of the market trended over time with analysis of future growth projections
  • Factors that are hindering/helping the segment to realize its greatest profit potential
  • Strengths and strategies of the leading pizza restaurant brands
  • Menu trends in terms of items, prices, and ingredient marketing claims
  • Marketing methods used by leading brands
  • Brands that consumers visit most often
  • How consumers determine what pizza restaurant to visit and their attitudes towards pizza
  • Consumers’ favorite pizza types and toppings
  • What consumers would like to see more of at pizza restaurants

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definitions
        • Data sources
          • Sales data
            • Mintel Menu Insights
              • Consumer survey data
                • Advertising creative
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                          • Market size—slow but steady growth
                            • Market drivers
                              • Menu Insights analysis—the pizza restaurant menu
                                • Menu Insights analysis—marketing the pizza restaurant menu
                                  • Pizza restaurant usage
                                    • Important attributes of pizza restaurants
                                      • Attitudes toward pizza restaurants
                                        • Pizza ordering behavior
                                          • Future pizza restaurant development opportunities
                                          • Insights and Opportunities

                                            • Unbaked convenience
                                                • Figure 1: Pizza restaurant decision influencers, by usage frequency, August 2011
                                              • Healthy doses
                                                  • Figure 2: Top four opportunities for pizza restaurants, by gender, August 2011
                                                • Fresh versus homemade
                                                    • Figure 3: Top five ingredient marketing claims for pizzas at pizza restaurants, by incidence and price, Q3 2008-Q3 2011
                                                • Inspire Insights

                                                    • Trend: Prove It
                                                      • Trend: The Real Thing
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Pizza segment looking up
                                                            • Future growth expected
                                                              • Figure 4: Total U.S. pizza restaurant sales, at current prices, 2006-16
                                                              • Figure 5: Total U.S. pizza restaurant sales, at inflation-adjusted prices, 2006-16
                                                            • Fan chart forecast
                                                                • Figure 6: Total U.S. pizza restaurant sales and fan chart forecast at current prices, 2006-16
                                                            • Market Drivers

                                                              • Key points
                                                                • High unemployment causing uncertainty
                                                                  • Figure 7: Incidence of unemployment and underemployment, Jan. 2007-Sept. 2011
                                                                • Personal income shows no signs of growth
                                                                  • Figure 8: Real disposable personal income, Jan. 2007-Aug. 2011
                                                                • Consumer confidence reflects uncertainty
                                                                  • Figure 9: Consumer sentiment, March 2007-September 2011
                                                                • Restaurant performance looks more positive
                                                                    • Figure 10: Restaurant Performance Index, January 2009-July 2011
                                                                  • Weight concerns could affect pizza segment
                                                                    • Figure 11: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
                                                                  • Cheese prices cut into profits
                                                                    • Figure 12: CME block cheddar cheese prices, JANUARY 2009-October 2011
                                                                • Brand Analysis

                                                                  • Overview
                                                                    • Figure 13: Top three pizza chains in U.S. systemwide sales, 2009-10
                                                                  • Pizza Hut
                                                                    • Company strategies
                                                                      • Company focus
                                                                        • Domino’s Pizza
                                                                          • Company strengths
                                                                            • Company strategies
                                                                              • Papa John’s Pizza
                                                                                • Company strengths
                                                                                  • Company strategies
                                                                                    • Pizza Patrón
                                                                                      • Company strengths
                                                                                        • Company strategies
                                                                                        • Menu Insights Analysis—The Pizza Restaurant Menu

                                                                                          • Key points
                                                                                            • Top menu items
                                                                                                • Figure 14: Top 10 items on pizza restaurant menus, by incidence, Q3 2008-Q3 2011
                                                                                              • Menu pricing
                                                                                                  • Figure 15: Top 10 items on pizza restaurant menus, by incidence and price, Q3 2008-Q3 2011
                                                                                                • Popular pizza types
                                                                                                    • Figure 16: Top 10 pizza types on pizza restaurant menus, by incidence, Q3 2008-Q3 2011
                                                                                                  • Top toppings
                                                                                                      • Figure 17: Top 10 pizza toppings on pizza restaurant menus, by incidence, Q3 2008-Q3 2011
                                                                                                  • Menu Insights Analysis—Marketing the Pizza Restaurant Menu

                                                                                                    • Key points
                                                                                                      • Original and crispy claims gain momentum
                                                                                                          • Figure 18: Top 10 ingredient marketing claims for pizzas at pizza restaurants, by incidence, Q3 2008-Q3 2011
                                                                                                          • Figure 19: Top 10 ingredient marketing claims for pizzas at pizza restaurants, by incidence and price, Q3 2008-Q3 2011
                                                                                                      • Marketing Strategies

                                                                                                        • Overview
                                                                                                          • Television
                                                                                                            • Pizza Hut
                                                                                                                • Figure 20: Pizza Hut, Big Dinner Box television ad, 2011
                                                                                                                • Figure 21: Pizza Hut, $10 any deal ad, 2011
                                                                                                              • CiCi’s Pizza
                                                                                                                  • Figure 22: CiCi’s Pizza, Work’s piling up ad, 2011
                                                                                                                • Domino’s
                                                                                                                  • Figure 23: Domino’s, raising the bar ad, 2011
                                                                                                                  • Figure 24: Domino’s, Artisan pizza—try it ad, 2011
                                                                                                                • Little Caesars
                                                                                                                  • Figure 25: Little Caesars, It’s how we roll ad, 2011
                                                                                                                • Digital initiatives
                                                                                                                  • Smartphone apps
                                                                                                                    • Company websites
                                                                                                                        • Figure 26: Quantcast.com traffic estimates for papajohns.com, August 2010-July 2011
                                                                                                                        • Figure 27: Quantcast.com traffic estimates for pizzahut.com, April-September 2011
                                                                                                                        • Figure 28: Quantcast.com traffic estimates for papamurphys.com, April-September 2011
                                                                                                                      • Facebook and Twitter
                                                                                                                          • Figure 29: Pizza Hut Facebook page promotion, Nov. 2011
                                                                                                                          • Figure 30: Top pizza restaurant chains by social media index, April 2011
                                                                                                                        • Cause marketing
                                                                                                                          • Game on for Papa John’s
                                                                                                                          • Pizza Restaurant Usage

                                                                                                                            • Key points
                                                                                                                              • Pizza purchases
                                                                                                                                • Figure 31: Pizza purchases, by age, August 2011
                                                                                                                                • Figure 32: Pizza purchases, by household income, August 2011
                                                                                                                                • Figure 33: Pizza purchases, by presence of children, August 2011
                                                                                                                              • Brand usage
                                                                                                                                • Figure 34: Pizza brand usage, by gender, August 2011
                                                                                                                                • Figure 35: Pizza brand usage, by age, August 2011
                                                                                                                                • Figure 36: Pizza brand usage, by household income, August 2011
                                                                                                                                • Figure 37: Pizza brand usage, by presence of children, August 2011
                                                                                                                            • Important Attributes of Pizza Restaurants

                                                                                                                              • Key points
                                                                                                                                • Decision factors
                                                                                                                                  • Figure 38: Pizza restaurant decision influencers, by gender, August 2011
                                                                                                                                  • Figure 39: Pizza restaurant decision influencers, by age, August 2011
                                                                                                                                  • Figure 40: Pizza restaurant decision influencers, by household income, August 2011
                                                                                                                                  • Figure 41: Pizza restaurant decision influencers, by presence of children, August 2011
                                                                                                                              • Attitudes toward Pizza Restaurants

                                                                                                                                • Key points
                                                                                                                                  • Telling opinions
                                                                                                                                      • Figure 42: Attitudes toward pizza restaurants, by gender, August 2011
                                                                                                                                      • Figure 43: Attitudes toward pizza restaurants, by age, August 2011
                                                                                                                                      • Figure 44: Attitudes toward pizza restaurants, by household income, August 2011
                                                                                                                                  • Pizza Ordering Behavior

                                                                                                                                    • Key points
                                                                                                                                      • Menu item choices
                                                                                                                                          • Figure 45: Pizza ordering behavior, by gender, August 2011
                                                                                                                                          • Figure 46: Pizza ordering behavior, by age, August 2011
                                                                                                                                          • Figure 47: Pizza ordering behavior, by household income, August 2011
                                                                                                                                          • Figure 48: Pizza ordering behavior, by presence of children, August 2011
                                                                                                                                        • Crust preferences
                                                                                                                                            • Figure 49: Preferred pizza crust type, by gender, August 2011
                                                                                                                                            • Figure 50: Preferred pizza crust type, by age, August 2011
                                                                                                                                            • Figure 51: Preferred pizza crust type, by race/ethnicity, August 2011
                                                                                                                                          • Choice toppings
                                                                                                                                            • Figure 52: Toppings ordered with pizza, by age, August 2011
                                                                                                                                            • Figure 53: Toppings ordered with pizza, by age, August 2011
                                                                                                                                            • Figure 54: Toppings ordered with pizza, by race/ethnicity, August 2011
                                                                                                                                            • Figure 55: Toppings ordered with pizza, by household income, August 2011
                                                                                                                                            • Figure 56: Toppings ordered with pizza, by presence of children, August 2011
                                                                                                                                        • Future Pizza Restaurant Development Opportunities

                                                                                                                                          • Key points
                                                                                                                                            • Menu desires
                                                                                                                                                • Figure 57: Opportunities for pizza restaurants, by gender, August 2011
                                                                                                                                                • Figure 58: Opportunities for pizza restaurants, by age, August 2011
                                                                                                                                                • Figure 59: Opportunities for pizza restaurants, by household income, August 2011
                                                                                                                                                • Figure 60: Opportunities for pizza restaurants, by presence of children, August 2011
                                                                                                                                            • Custom Consumer Groups—Light, Medium and Heavy

                                                                                                                                                • Location, location, location
                                                                                                                                                    • Figure 61: Pizza restaurant decision influencers, by usage frequency, August 2011
                                                                                                                                                  • Health matters, especially to heavy users
                                                                                                                                                      • Figure 62: Attitudes towards pizza restaurants, by usage frequency, August 2011
                                                                                                                                                    • Heavy users support variety
                                                                                                                                                        • Figure 63: Pizza ordering behavior, by usage frequency, August 2011
                                                                                                                                                        • Figure 64: Opportunities for pizza restaurants, by usage frequency, August 2011
                                                                                                                                                        • Figure 65: Toppings ordered with pizza, by usage frequency, August 2011
                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • California Pizza Kitchen Inc.
                                                                                                                                                      • Domino's Pizza LLB
                                                                                                                                                      • Papa John's International, Inc.
                                                                                                                                                      • Pizza Hut Inc
                                                                                                                                                      • Publicis Groupe S.A.
                                                                                                                                                      • Zynga

                                                                                                                                                      Pizza Restaurants - US - December 2011

                                                                                                                                                      £2,684.63 (Excl.Tax)