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Pizza Restaurants - US - December 2012

“Pizza restaurants have adapted well to the changing needs of consumers with a product that hadn’t been altered a great deal since it became a mainstream cuisine option. Concepts are entering into the fast casual arena with the help of new technology to give consumers personal made-to-order items with upscale ingredients and flavors. Health-minded consumers can now find appropriate items to meet their dietary needs through increased crust, sauce, cheese, and topping customization..”

– Emily Krol, Health and Wellness analyst

Some questions answered in this report include:

  • How can pizza restaurants offer healthier items?
  • Is there an opportunity for pizza restaurants in the fast casual segment?
  • How has the economy shifted behavior at pizza restaurants?
  • What can pizza restaurants do to meet the needs of snackers?

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: U.S. sales and fan chart forecast of the pizza restaurant market, at current prices, 2007-17
                        • Market drivers
                          • Competitive context
                            • Marketing strategies
                              • Menu analysis
                                • Figure 2: Top 10 geographical menu claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
                                • Figure 3: Top 10 nutritional menu claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
                              • Consumer data
                                • Figure 4: Suggested menu improvements for pizza restaurants, by gender, September 2012
                              • Consumer attitudes
                                • Figure 5: Consumer attitudes toward pizza, September 2012
                              • What we think
                              • Issues in the Market

                                  • How can pizza restaurants offer healthier items?
                                    • Is there an opportunity for pizza restaurants in the fast casual segment?
                                      • How has the economy shifted behavior at pizza restaurants?
                                        • What can pizza restaurants do to meet the needs of snackers?
                                        • Insights and Opportunities

                                          • Price and promotions
                                            • Focus on quality
                                              • Craft beer offerings
                                                • Renovation and expansion
                                                • Innovations and Innovators

                                                  • Item innovation
                                                    • Better-for-you pizzas
                                                      • Fast casual pizza restaurants
                                                        • Technology
                                                        • Impact of Race and Hispanic Origin

                                                            • Technology and Hispanics
                                                              • Menu innovation
                                                                • Marketing to Hispanics
                                                                  • Figure 6: Pizza Patrón’s Messi t-shirt promotion, December 2012
                                                                • Racial background can influence pizza topping preferences
                                                                  • Figure 7: Pizza topping preferences, by race/Hispanic origin, September 2012
                                                              • Trend Applications

                                                                  • Trend: Never Say Die
                                                                    • Trend: Experience Is All
                                                                      • Trend: 2015: Access Anything Anywhere
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Market size insight
                                                                            • Sales and forecast of market
                                                                              • Figure 8: Total U.S. retail sales and forecast of pizza restaurant market, at current prices, 2007-17
                                                                              • Figure 9: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2006-16
                                                                            • Fan chart forecast
                                                                                • Figure 10: U.S. sales and fan chart forecast of the pizza restaurant market, at current prices, 2007-17
                                                                            • Market Drivers

                                                                              • Key points
                                                                                • Disposable personal income declined from last month but is stronger than 2011
                                                                                    • Figure 11: Real disposable personal income, January 2007-September 2012
                                                                                  • Unemployment inches up while underemployment declines slightly
                                                                                    • Figure 12: Unemployment and underemployment rates, January 2007-October 2012
                                                                                  • Consumer sentiment increases after seven months of decline
                                                                                    • Figure 13: Consumer sentiment, January 2007-October 2012
                                                                                  • Calorie disclosure legislation
                                                                                    • Health concerns continue
                                                                                      • Cost and inflation of food items
                                                                                        • Politics and the Affordable Care Act (“Obamacare”)
                                                                                        • Competitive Context

                                                                                          • Eating at home
                                                                                            • Fast food
                                                                                              • Fast casuals
                                                                                                • Full service and buffet restaurants
                                                                                                • Featured Companies

                                                                                                    • Blaze Pizza
                                                                                                      • Hard Knox Pizza
                                                                                                        • MOD Pizza
                                                                                                          • Pie Five Pizza
                                                                                                            • PizzaRev
                                                                                                              • Top That!
                                                                                                                • Uncle Maddio’s
                                                                                                                • Marketing Strategies

                                                                                                                  • Overview of the brand landscape
                                                                                                                    • Television Ads
                                                                                                                      • Chuck E. Cheese’s
                                                                                                                        • Figure 14: Chuck E. Cheese’s Television Ad, August 2012
                                                                                                                      • CiCi’s Pizza Buffet
                                                                                                                        • Figure 15: CiCi’s Pizza Buffet Television Ad, October 2012
                                                                                                                      • Domino’s Pizza
                                                                                                                        • Figure 16: Domino’s Pizza Television Ad, April 2012
                                                                                                                      • Little Caesars
                                                                                                                        • Figure 17: Little Caesars Television Ad, November 2011
                                                                                                                      • Papa John’s
                                                                                                                        • Figure 18: Papa John’s Television Ad, December 2011
                                                                                                                      • Interactive marketing
                                                                                                                        • Social media
                                                                                                                          • Endorsements and Sponsorships
                                                                                                                            • Healthy website tools
                                                                                                                                • Figure 20: Domino’s Pizza website, nutrition information, April 2012
                                                                                                                            • Social Media

                                                                                                                              • Key points
                                                                                                                                • Key social media metrics
                                                                                                                                  • Figure 21: Key performance indicators, November 2012
                                                                                                                                • Convenience a priority for pizza restaurant users
                                                                                                                                  • Brand usage and awareness
                                                                                                                                    • Figure 22: Brand usage and awareness of pizza restaurant brands, November 2012
                                                                                                                                  • Brand satisfaction
                                                                                                                                      • Figure 23: Levels of satisfaction with selected pizza restaurant brands, November 2012
                                                                                                                                    • Interaction with pizza restaurant brands
                                                                                                                                      • Figure 24: Interaction with pizza restaurant brands, October 2012
                                                                                                                                    • Motivations for interacting with pizza restaurant brands
                                                                                                                                      • Figure 25: Why people interact with pizza restaurant brands, November 2012
                                                                                                                                    • Online conversations
                                                                                                                                      • Figure 26: Select pizza restaurant brands’ share of conversations, Sept. 19-Nov. 19, 2012
                                                                                                                                      • Figure 27: Conversations by brand, Sept. 19-Nov. 19, 2012
                                                                                                                                    • Where people are talking about pizza restaurants
                                                                                                                                      • Figure 28: Selected pizza restaurants’ share of brand conversations, by page type, Sept. 19-Nov. 19, 2012
                                                                                                                                    • What are people talking about?
                                                                                                                                        • Figure 29: Types of conversations concerning selected pizza restaurant brands, Sept. 19-Nov. 19, 2012
                                                                                                                                        • Figure 30: Types of conversation regarding selected pizza restaurant brands, by day, Sept. 19-Nov. 19, 2012
                                                                                                                                        • Figure 31: Types of conversation regarding selected pizza restaurant brands, by type of website, Sept. 19-Nov. 19, 2012
                                                                                                                                      • Analysis by brand
                                                                                                                                        • Pizza Hut
                                                                                                                                          • Figure 32: Pizza Hut—key social media indicators, as of Nov. 13, 2012
                                                                                                                                        • Key online campaigns
                                                                                                                                          • What we think
                                                                                                                                            • Papa John’s
                                                                                                                                              • Figure 33: Papa John’s—key social media indicators, as of Nov. 13, 2012
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                                • Domino’s Pizza
                                                                                                                                                  • Figure 34: Domino’s Pizza—key social media indicators, as of Nov. 13, 2012
                                                                                                                                                • Key online campaigns
                                                                                                                                                  • What we think
                                                                                                                                                    • Little Caesars
                                                                                                                                                      • Figure 35: Little Caesars—key social media indicators, as of Nov. 13, 2012
                                                                                                                                                    • Key online campaigns
                                                                                                                                                      • What we think
                                                                                                                                                        • California Pizza Kitchen
                                                                                                                                                          • Figure 36: California Pizza Kitchen—key social media indicators, as of Nov. 13, 2012
                                                                                                                                                        • Key online campaigns
                                                                                                                                                          • What we think
                                                                                                                                                            • CiCi’s Pizza
                                                                                                                                                              • Figure 37: Little Caesars—key social media indicators, as of Nov. 13, 2012
                                                                                                                                                            • Key online campaigns
                                                                                                                                                              • What we think
                                                                                                                                                              • Menu Analysis: Menu Overview

                                                                                                                                                                • Pizza restaurant segment overview
                                                                                                                                                                  • Figure 38: Segment breakdown of pizza restaurants in Mintel’s Menu Insights, by incidence, Q3 2012
                                                                                                                                                                  • Figure 39: Segment breakdown of pizza restaurants, by price, Q3 2009-Q3 2012
                                                                                                                                                                • Menu breakdown
                                                                                                                                                                    • Figure 40: Menu Breakdown at pizza restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                    • Figure 41: Menu breakdown at pizza restaurants, by price, Q3 2009-Q3 2012
                                                                                                                                                                  • Menu types
                                                                                                                                                                      • Figure 42: Top 10 pizza types at pizza restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                      • Figure 43: Top 10 pizza types at pizza restaurants, by price, Q3 2009-Q3 2012
                                                                                                                                                                  • Menu Analysis: Menu Claims

                                                                                                                                                                    • Menu item claims
                                                                                                                                                                        • Figure 44: Top 10 menu item claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                      • Regional and global claims
                                                                                                                                                                          • Figure 45: Top 10 regional and global claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                        • Nutritional claims
                                                                                                                                                                            • Figure 46: Top 10 nutritional claims at pizza restaurants, by incidence, Q3 2009-Q3 2012
                                                                                                                                                                        • Restaurant Usage and Delivery Method

                                                                                                                                                                          • Key points
                                                                                                                                                                            • QSR pizza chains remain most popular with customers opting for pick-up
                                                                                                                                                                              • Figure 47: Restaurant usage and delivery method, September 2012
                                                                                                                                                                            • Men purchase from pizza restaurants much more often than women
                                                                                                                                                                              • Figure 48: Restaurant usage and delivery method: any use, by gender, September 2012
                                                                                                                                                                              • Figure 49: Restaurant usage and delivery method: dine-in, by gender, September 2012
                                                                                                                                                                              • Figure 50: Restaurant usage and delivery method: pick-up, by gender, September 2012
                                                                                                                                                                              • Figure 51: Restaurant usage and delivery method: delivery, by gender, September 2012
                                                                                                                                                                            • Younger consumers order from pizza restaurants more than older consumers
                                                                                                                                                                              • Figure 52: Restaurant usage and delivery method: any use, by age, September 2012
                                                                                                                                                                              • Figure 53: Restaurant usage and delivery method: dine-in, by age, September 2012
                                                                                                                                                                              • Figure 54: Restaurant usage and delivery method: pick-up, by age, September 2012
                                                                                                                                                                              • Figure 55: Restaurant usage and delivery method: delivery, by age, September 2012
                                                                                                                                                                            • Affluent consumers more likely to visit independent, local pizza restaurants
                                                                                                                                                                              • Figure 56: Restaurant usage and delivery method: any use, by household income, September 2012
                                                                                                                                                                              • Figure 57: Restaurant usage and delivery method: dine-in, by household income, September 2012
                                                                                                                                                                              • Figure 58: Restaurant usage and delivery method: pick-up, by household income, September 2012
                                                                                                                                                                              • Figure 59: Restaurant usage and delivery method: delivery, by household income, September 2012
                                                                                                                                                                            • Families much more likely than non-families to use pizza restaurants
                                                                                                                                                                              • Figure 60: Restaurant usage and delivery method: any use, by presence of children in household, September 2012
                                                                                                                                                                              • Figure 61: Restaurant usage and delivery method: dine-in, by presence of children in household, September 2012
                                                                                                                                                                              • Figure 62: Restaurant usage and delivery method: pick-up, by presence of children in household, September 2012
                                                                                                                                                                              • Figure 63: Restaurant usage and delivery method: delivery, by presence of children in household, September 2012
                                                                                                                                                                            • Regional preferences are based on local pizza styles and brand saturation
                                                                                                                                                                              • Figure 64: Restaurant usage and delivery method: any use, by region, September 2012
                                                                                                                                                                              • Figure 65: Restaurant usage and delivery method: dine-in, by region, September 2012
                                                                                                                                                                              • Figure 66: Restaurant usage and delivery method: pick-up, by region, September 2012
                                                                                                                                                                              • Figure 67: Restaurant usage and delivery method: delivery, by region, September 2012
                                                                                                                                                                          • Time of Pizza Restaurant Purchases

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Snacking is a developing opportunity for pizza restaurants
                                                                                                                                                                                • Figure 68: Time of pizza restaurant purchases, September 2012
                                                                                                                                                                              • Men are the leading users of pizza restaurants
                                                                                                                                                                                • Figure 69: Time of pizza restaurant purchases, by gender, September 2012
                                                                                                                                                                              • Young consumers are the most likely customers during late-night hours
                                                                                                                                                                                • Figure 70: Time of pizza restaurant purchases, by age, September 2012
                                                                                                                                                                              • Middle-income respondents peak on many days and meal-parts
                                                                                                                                                                                • Figure 71: Time of pizza restaurant purchases, by household income, September 2012
                                                                                                                                                                              • Families order from pizza restaurants for dinner and weekend lunch
                                                                                                                                                                                • Figure 72: Time of pizza restaurant purchases, by presence of children in household, September 2012
                                                                                                                                                                            • Menu Items Ordered at Pizza Restaurants

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Men order garlic bread and drinks more, while women order more salads
                                                                                                                                                                                  • Figure 73: Menu items ordered at pizza restaurants, by gender, September 2012
                                                                                                                                                                                • Younger consumers are significantly more likely to order breadsticks
                                                                                                                                                                                  • Figure 74: Menu items ordered at pizza restaurants, by age, September 2012
                                                                                                                                                                                • Lower-income consumers order more breads, while the affluent order salads
                                                                                                                                                                                  • Figure 75: Menu items ordered at pizza restaurants, by household income, September 2012
                                                                                                                                                                                • Households with children are significantly more likely to order breadsticks
                                                                                                                                                                                  • Figure 76: Menu items ordered at pizza restaurants, by presence of children in household, September 2012
                                                                                                                                                                                • Consumers in the Northeast and South order a variety of non-pizza items
                                                                                                                                                                                  • Figure 77: Menu items ordered at pizza restaurants, by region, September 2012
                                                                                                                                                                                • Traditional meal items are being consumed as snacks and during late-night
                                                                                                                                                                                  • Figure 78: Menu items ordered at pizza restaurants, by time of visits, September 2012
                                                                                                                                                                              • Changes in Behavior at Pizza Restaurants

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • The majority of consumers kept the same behavior compared to last year
                                                                                                                                                                                    • Figure 79: Changes in behavior at pizza restaurants, September 2012
                                                                                                                                                                                  • Women are couponing more while men have increased their use of pick-up
                                                                                                                                                                                    • Figure 80: Changes in behavior at pizza restaurants, by gender, September 2012
                                                                                                                                                                                  • Younger consumers increase ordering meal deals and non-pizza items
                                                                                                                                                                                    • Figure 81: Changes in behavior at pizza restaurants, by age, September 2012
                                                                                                                                                                                  • Lower-income consumers use coupons and deals to increase usage
                                                                                                                                                                                    • Figure 82: Changes in behavior at pizza restaurants, by household income, September 2012
                                                                                                                                                                                  • Families have increased pizza restaurant usage among all criteria
                                                                                                                                                                                    • Figure 83: Changes in behavior at pizza restaurants, by presence of children in household, September 2012
                                                                                                                                                                                  • Midwesterners cook pizza at home and Southerners purchase meal deals
                                                                                                                                                                                    • Figure 84: Changes in behavior at pizza restaurants, by region, September 2012
                                                                                                                                                                                • Consumer Attitudes Toward Pizza

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Consumers are divided over healthfulness and tradition of pizzas
                                                                                                                                                                                        • Figure 85: Consumer attitudes toward pizza, September 2012
                                                                                                                                                                                      • Gender differences are primarily over healthfulness of pizza
                                                                                                                                                                                          • Figure 86: Consumer attitudes toward pizza, by gender, September 2012
                                                                                                                                                                                        • Young consumers are conflicted between creative and nostalgic pizzas
                                                                                                                                                                                            • Figure 87: Consumer attitudes toward pizza, by age, September 2012
                                                                                                                                                                                          • Affluent consumers seek health, while low-income consumers seek comfort
                                                                                                                                                                                              • Figure 88: Consumer attitudes toward pizza, by household income, September 2012
                                                                                                                                                                                            • Non-children households concerned more about health
                                                                                                                                                                                                • Figure 89: Consumer attitudes toward pizza, by presence of children in household, September 2012
                                                                                                                                                                                            • Suggested Menu Improvements for Pizza Restaurants

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Women are seeking more health-related options and kids’ menu choices
                                                                                                                                                                                                  • Figure 90: Suggested menu improvements for pizza restaurants, by gender, September 2012
                                                                                                                                                                                                • Younger consumers seek a more upscale pizza restaurant experience
                                                                                                                                                                                                  • Figure 91: Suggested menu improvements for pizza restaurants, by age, September 2012
                                                                                                                                                                                                • Low-income consumers seek value, while affluent consumers seek health
                                                                                                                                                                                                  • Figure 92: Suggested menu improvements for pizza restaurants, by household income, September 2012
                                                                                                                                                                                                • Families want more kids’ items, side dishes, combos, and unique flavors
                                                                                                                                                                                                  • Figure 93: Suggested menu improvements for pizza restaurants, by presence of children in household, September 2012
                                                                                                                                                                                                • Region-specific desires can be addressed on a local basis
                                                                                                                                                                                                  • Figure 94: Suggested menu improvements for pizza restaurants, by region, September 2012
                                                                                                                                                                                              • Restaurant Selection Criteria for Pizza Restaurants

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Consumers want speed of service but find mobile ordering unimportant
                                                                                                                                                                                                    • Figure 95: Restaurant selection criteria, September 2012
                                                                                                                                                                                                  • Women seek value and variety, while men seek speed and late hours
                                                                                                                                                                                                    • Figure 96: Restaurant selection criteria for pizza restaurants, by gender, September 2012
                                                                                                                                                                                                  • Younger consumers want late hours, speed, variety, and mobile ordering
                                                                                                                                                                                                    • Figure 97: Restaurant selection criteria for pizza restaurants, by age, September 2012
                                                                                                                                                                                                  • Lower-income consumers seek value via lower price and buffet options
                                                                                                                                                                                                    • Figure 98: Restaurant selection criteria for pizza restaurants, by household income, September 2012
                                                                                                                                                                                                  • Families look for mobile ordering, buffets, and delivery options
                                                                                                                                                                                                    • Figure 99: Restaurant selection criteria for pizza restaurants, by presence of children in household, September 2012
                                                                                                                                                                                                  • Consumers in the South place greater emphasis on more criteria
                                                                                                                                                                                                    • Figure 100: Restaurant selection criteria for pizza restaurants, by region, September 2012
                                                                                                                                                                                                • Pizza Topping Preferences

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Men are much more likely to prefer pork proteins as pizza toppings
                                                                                                                                                                                                      • Figure 101: Pizza topping preferences, by gender, September 2012
                                                                                                                                                                                                    • Younger consumers are more open to less traditional toppings
                                                                                                                                                                                                      • Figure 102: Pizza topping preferences, by age, September 2012
                                                                                                                                                                                                    • Affluent consumers are much more likely to order mushroom toppings
                                                                                                                                                                                                      • Figure 103: Pizza topping preferences, by household income, September 2012
                                                                                                                                                                                                    • Family households like pork toppings, while others order mushroom
                                                                                                                                                                                                      • Figure 104: Pizza topping preferences, by presence of children in household, September 2012
                                                                                                                                                                                                    • Pizza toppings usually ordered by consumers differ per region
                                                                                                                                                                                                      • Figure 105: Pizza topping preferences, by region, September 2012
                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                      • Super Users
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Bare Bones
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Health Minded
                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Cluster characteristic tables
                                                                                                                                                                                                                                • Figure 106: Target clusters, September 2012
                                                                                                                                                                                                                                • Figure 107: Restaurant usage and delivery method, by target clusters (any use), September 2012
                                                                                                                                                                                                                                • Figure 108: Restaurant usage and delivery method, by target clusters, dine-in, September 2012
                                                                                                                                                                                                                                • Figure 109: Restaurant usage and delivery method, by target clusters, pick-up, September 2012
                                                                                                                                                                                                                                • Figure 110: Restaurant usage and delivery method, by target clusters, delivery, September 2012
                                                                                                                                                                                                                                • Figure 111: Time of visits, by target clusters, September 2012
                                                                                                                                                                                                                                • Figure 112: Menu items ordered, by target clusters, September 2012
                                                                                                                                                                                                                                • Figure 113: Changes in consumer behavior, by target clusters, September 2012
                                                                                                                                                                                                                                • Figure 114: Consumer attitudes, by target clusters, September 2012
                                                                                                                                                                                                                                • Figure 115: Suggested improvements, by target clusters, September 2012
                                                                                                                                                                                                                                • Figure 116: Restaurant selection criteria, by target clusters, September 2012
                                                                                                                                                                                                                                • Figure 117: Pizza preferences, by target clusters, September 2012
                                                                                                                                                                                                                              • Cluster demographic tables
                                                                                                                                                                                                                                • Figure 118: Target clusters, by demographic, September 2012
                                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                                              • Appendix – Consumer Survey

                                                                                                                                                                                                                                  • Figure 119: Time of pizza restaurant purchases, by region, September 2012
                                                                                                                                                                                                                                  • Figure 120: Consumer attitudes toward pizza, by region, September 2012
                                                                                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                                                                                • Brand usage and awareness
                                                                                                                                                                                                                                  • Figure 121: Usage and awareness of pizza restaurant brands – “have visited in the last 12 months,” November 2012
                                                                                                                                                                                                                                  • Figure 122: Usage and awareness of pizza restaurant brands – “have visited but not in the last 12 months,” November 2012
                                                                                                                                                                                                                                  • Figure 123: Usage and awareness of pizza restaurant brands – “never visited but have heard of,” November 2012
                                                                                                                                                                                                                                  • Figure 124: Usage and awareness of pizza restaurant brands – “never visited and never heard of,” November 2012
                                                                                                                                                                                                                                • Brand satisfaction
                                                                                                                                                                                                                                  • Figure 125: Satisfaction with the Pizza Hut brand, November 2012
                                                                                                                                                                                                                                  • Figure 126: Satisfaction with the Papa John’s brand, November 2012
                                                                                                                                                                                                                                  • Figure 127: Satisfaction with the Domino’s brand, November 2012
                                                                                                                                                                                                                                  • Figure 128: Satisfaction with the California Pizza Kitchen brand, November 2012
                                                                                                                                                                                                                                  • Figure 129: Satisfaction with the Little Caesars brand, November 2012
                                                                                                                                                                                                                                  • Figure 130: Satisfaction with the CiCi’s Pizza brand, November 2012
                                                                                                                                                                                                                                • Interaction with pizza restaurant brands
                                                                                                                                                                                                                                  • Figure 131: Interaction with the Pizza Hut brand, November 2012
                                                                                                                                                                                                                                  • Figure 132: Interaction with the Pizza Hut brand, November 2012 (continued)
                                                                                                                                                                                                                                  • Figure 133: Interaction with the Papa John’s brand, November 2012
                                                                                                                                                                                                                                  • Figure 134: Interaction with the Papa John’s brand, November 2012 (continued)
                                                                                                                                                                                                                                  • Figure 135: Interaction with the Domino’s brand, November 2012
                                                                                                                                                                                                                                  • Figure 136: Interaction with the Domino’s brand, November 2012 (continued)
                                                                                                                                                                                                                                  • Figure 137: Interaction with the California Pizza Kitchen brand, November 2012
                                                                                                                                                                                                                                  • Figure 138: Interaction with the Little Caesars brand, November 2012
                                                                                                                                                                                                                                  • Figure 139: Interaction with the CiCi’s Pizza brand, November 2012
                                                                                                                                                                                                                                • Motivations for interacting with pizza restaurant brands
                                                                                                                                                                                                                                  • Figure 140: Reason for interaction with the Pizza Hut brand, November 2012
                                                                                                                                                                                                                                  • Figure 141: Reason for interaction with the Pizza Hut brand, November 2012 (continued)
                                                                                                                                                                                                                                  • Figure 142: Reason for interaction with the Papa John’s brand, November 2012
                                                                                                                                                                                                                                  • Figure 143: Reason for interaction with the Papa John’s brand, November 2012 (continued)
                                                                                                                                                                                                                                  • Figure 144: Reason for interaction with the Domino’s brand, November 2012
                                                                                                                                                                                                                                  • Figure 145: Reason for interaction with the Domino’s brand, November 2012 (continued)
                                                                                                                                                                                                                                  • Figure 146: Reason for interaction with the California Pizza Kitchen brand, November 2012
                                                                                                                                                                                                                                  • Figure 147: Reason for interaction with the Little Caesars brand, November 2012
                                                                                                                                                                                                                                  • Figure 148: Reason for interaction with the Little Caesars brand, November 2012 (continued)
                                                                                                                                                                                                                                  • Figure 149: Reason for interaction with the CiCi’s Pizza brand, November 2012
                                                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                                                  • Figure 150: Select pizza restaurant brands’ share of conversations, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                  • Figure 151: Conversations by brand, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                  • Figure 152: Selected pizza restaurants’ share of brand conversations, by page type, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                  • Figure 153: Types of conversations concerning selected pizza restaurant brands, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                  • Figure 154: Types of conversations concerning selected pizza restaurant brands, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                  • Figure 155: Types of conversation regarding selected pizza restaurant brands, by day, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                  • Figure 156: Types of conversation regarding selected pizza restaurant brands, by type of website, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • Bureau of Economic Analysis
                                                                                                                                                                                                                                • California Pizza Kitchen Inc.
                                                                                                                                                                                                                                • Domino's Pizza LLB
                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                • Food Distributors International
                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                • International Food Service Executives Association (IFSEA)
                                                                                                                                                                                                                                • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                                                                • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                                                                • International Franchise Association (IFA)
                                                                                                                                                                                                                                • McDonald's U.S.A.
                                                                                                                                                                                                                                • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                                                                                • National Nutritional Foods Association
                                                                                                                                                                                                                                • National Restaurant Association (NRA)
                                                                                                                                                                                                                                • National Retail Federation (NRF)
                                                                                                                                                                                                                                • Papa Murphy's International Inc.
                                                                                                                                                                                                                                • Pizza Hut Inc
                                                                                                                                                                                                                                • Seattle Coffee Company
                                                                                                                                                                                                                                • Taco Bell Corp.
                                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                                Pizza Restaurants - US - December 2012

                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)