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Pizza Restaurants - US - November 2016

"Pizza is a segment where innovation is consistently occurring from a menu and service perspective. While the segment is becoming more competitive and consumers value a premium pizza experience, there is an interest in menu items that go beyond the pizza, with a focus on healthier sides and appealing non-pizza items on the menu."

- Diana Kelter, Foodservice Analyst

This report will cover the following areas:

  • A lack of loyalty among pizza chains
  • Consumers crave healthy sides

The purpose of this Report is to analyze consumers’ attitudes, behaviors, and perceptions surrounding pizza restaurants. The report will also examine how interest in pizza restaurants varies across demographics, generations and regions.

For the purposes of this Report, Mintel has used the following restaurant definitions:

  • QSRs (quick service restaurants) – Used interchangeably with “fast food,” QSRs specialize in inexpensive, convenient meals. There is no waiter service, no alcoholic beverages, and low price point. Examples include: McDonald’s, KFC, Taco Bell, Wendy’s, and Pizza Hut.
  • Fast casual restaurants – These establishments are characterized by a higher price point than QSRs though not as high as full service restaurants. Fast casuals do not offer waiter service and may or may not serve alcohol. Examples include: Chipotle, Panera Bread, Shake Shack, and Blaze Pizza.
  • LSRs (limited service restaurants) – These establishments provide food services where customers usually select and order items and pay before dining. Food/drink may be consumed on the premises, offered as carryout, or delivered to the customer’s location. These may also sell alcoholic beverages. LSRs include both QSRs and fast casual restaurants.
  • FSRs (full service restaurants) – These establishments have waiter/waitress service in which customers order and are served while seated. These may also sell alcoholic beverages and offer carryout services and include the restaurant segments: midscale, casual dining, and fine dining.
  • C-stores (convenience stores) – Convenience stores are establishments that retail a limited line of goods, primarily groceries and ready-to-consume beverages and snacks, in easily accessible locations. The majority of convenience stores also sell motor fuel.
  • MMI (Mintel Menu Insights) - MMI is a quarterly census of restaurant brands covering all commercial segments and US census regions/divisions, with trends going back to Q2 2004. MMI tracks more than 30 unique menu item attributes including flavor, preparation (physical and/or cooking), menu type/section, cuisine type, menu claims, etc., grouped into six major categories from macro restaurant, menu, plate, item dish, and beverage to micro ingredient detail.
  • MMI Legacy Data – This data is reflective of the historic MMI database prior to any expansion data being incorporated. This data can be trended back to 2004 and is representative of 580 restaurants and 3,000 menus.
  • MMI Expansion Data - This data is reflective of the MMI expansion that increased restaurant coverage from 580 to 1,500 and increased menu collection from 3,000 to 8,000. The expansion data incorporates expanded c-store coverage, including data for hot food, cold prepacked food, breakfast menus, and all self-serve beverage options.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • A lack of loyalty among pizza chains
            • Figure 1: Pizza Chain NPS, Among chain visitors, June 2016
          • Consumers crave healthy sides
            • Figure 2: Interest in healthy options at pizza restaurants, June 2016
          • The opportunities
            • Pizza ingredients move beyond the basics
              • Figure 3: Number of pizza ingredients across restaurant segments, Q2 2015-Q2 2016
            • A wealth of options for the same result
              • Figure 4: Methods for ordering pizza, June 2016
            • Parents value convenience and experience
              • Figure 5: Motivators for visiting a pizza restaurant, by parents versus nonparents, June 2016
            • What it means
            • The Market – What You Need to Know

              • Fast casuals drive new innovation
                • Millennial culture values pizza
                  • The freezer section diversifies
                  • Market Perspective

                    • Fast casual pizza chains and innovation
                      • Figure 6: Number of pizza ingredients across restaurant segments, Q2 2015 – Q2 2016
                    • Retail pizza competition
                    • Market Factors

                      • Millennials love pizza
                        • Figure 7: Casual dining restaurants visitation, by restaurant cuisine type, by millennials, high frequency visitation (one to three times a week or more), August 2016
                      • The delivery space is getting more competitive
                        • Figure 8: Third Party Delivery Usage Frequency, June 2016
                    • Key Trends – What You Need to Know

                      • Alternative pizza trends
                        • Transparency in the kitchen
                          • International pizza
                          • What’s Working?

                            • Pizza customization
                              • The open-kitchen experience
                                • Pizza for brunch
                                  • Regional pizza styles move beyond their core
                                  • What’s Next?

                                    • Delivery 2.0
                                      • International influence blends into pizza creations
                                        • Preparation innovation creates new pizza opportunities
                                        • MMI Data

                                          • Preparation methods
                                            • Pizza toppings diversify
                                              • Pizza claims
                                              • ePerformance

                                                • What is ePerformance?
                                                  • ePerformance and the pizza industry
                                                    • Figure 9: Number of email campaigns, September 1, 2016-October 18, 2016
                                                  • Pizza chain analysis
                                                    • Pizza Hut focuses on timely events
                                                      • Figure 10: Pizza Hut Company Email September 25, 2016 “The Dinner Debate has been settled”
                                                      • Figure 11: Pizza Hut company email October 9, 2016 “Land Of the Free…Sides”
                                                      • Figure 12: Pizza Hut Company Email October 8,2016 “Good job being born. Time to celebrate”
                                                    • Papa John’s and football
                                                      • Figure 13: Papa John’s Company Email October 10, 2016 “50% Off TODAY for Monday Night Football!”
                                                    • Domino’s takes a personal approach
                                                      • Figure 14: Domino’s Company Email October 10, 2016 “Dom is awaiting your voice order!”
                                                      • Figure 15: Domino’s Company Email October 8, 2016 “Welcome to Domino's email!
                                                  • The Consumer – What You Need to Know

                                                    • Consumers still leverage traditional methods to order pizza
                                                      • Looking beyond pizza
                                                        • Women visit independent pizza restaurant at a greater rate
                                                        • Restaurant Visitation

                                                          • Pizza Hut leads in overall visitation
                                                              • Figure 16: Pizza restaurant visitation, June 2016
                                                            • Women and high-income consumers are more likely to visit independent, local pizza restaurants
                                                              • Figure 17: Pizza restaurant visitation, by gender, June 2016
                                                              • Figure 18: Independent Pizza Restaurant visitation, by income, June 2016
                                                            • Childhood nostalgia towards pizza
                                                                • Figure 19: Pizza restaurant visitation, by age, June 2016
                                                              • Parents with three or more children are more likely to visit pizza chains
                                                                • Figure 20: Pizza restaurant visitation, by parents versus nonparents, June 2016
                                                                • Figure 21: Pizza restaurant visitation, by number of children in household, June 2016
                                                              • Midwest lacks strong pizza chain loyalty
                                                                • Figure 22: Pizza Restaurant visitation, by region, June 2016
                                                            • Pizza Chain Loyalty

                                                              • Net promoter score definition
                                                                • Premium and unique pizza experiences create higher loyalty
                                                                  • Figure 23: Pizza Chain NPS, Among chain visitors, June 2016
                                                                • Men and parents show a stronger loyalty to pizza chains
                                                                  • Figure 24: Pizza Chain NPS, Among chain visitors, by gender, June 2016
                                                                  • Figure 25: Pizza Chain NPS, Among chain visitors, by parents versus nonparents, June 2016
                                                                • What it means
                                                                • Pizza Ordering and Delivery

                                                                  • Traditional methods for ordering pizza remain popular
                                                                    • Figure 26: Methods for ordering pizza, June 2016
                                                                  • iGens and Millennials enjoy having options for ordering pizza
                                                                    • Figure 27: Methods for ordering pizza, by generation, June 2016
                                                                  • Parents value online ordering
                                                                    • Figure 28: Methods for ordering pizza, by parents versus nonparents, June 2016
                                                                • Satisfaction with Pizza Chains

                                                                  • Methodology
                                                                    • Overall satisfaction with pizza chains
                                                                      • Figure 29: Key drivers of satisfaction with pizza chains, June 2016
                                                                    • A focus beyond the pizza
                                                                      • Pizza Hut
                                                                        • Figure 30: Key drivers of satisfaction with Pizza Hut, June 2016
                                                                      • Domino’s
                                                                        • Figure 31: Key drivers of satisfaction with Domino’s, June 2016
                                                                      • Papa John’s
                                                                        • Figure 32: Key drivers of satisfaction with Papa John’s, June 2016
                                                                    • Pizza Restaurant Motivators

                                                                      • Coupons and recommendations lead as visitation motivators
                                                                        • Figure 33: Motivators for pizza restaurant visitation, June 2016
                                                                      • Women prefer coupons over men
                                                                        • Figure 34: Motivation to visit a restaurant that offers coupons, by gender, June 2016
                                                                      • 55+ consumers place an increased value on recommendations
                                                                        • Figure 35: Motivators for pizza restaurant visitation, by age, June 2016
                                                                      • The pizza experience plays a role in visitation for younger consumers and parents
                                                                        • Figure 36: Motivators for visiting a pizza restaurant, by age, June 2016
                                                                        • Figure 37: Motivators for visiting a pizza restaurant, by parents versus nonparents, June 2016
                                                                      • Craft beer is a nice to have, but there’s increased interest from Millennials and Men
                                                                        • Figure 38: Craft Beer as a visitation motivator, by Generation and Gender, June 2016
                                                                    • Health on the Menu

                                                                      • Veggies on the side
                                                                          • Figure 39: Interest in healthy options at pizza restaurants, June 2016
                                                                        • Women show an increased interest in health from a beverage perspective
                                                                          • Figure 40: Interest in healthy options at pizza restaurants, by gender, June 2016
                                                                        • Older consumers show less concern towards health as a factor when ordering pizza
                                                                          • Figure 41: Interest in healthy beverages at pizza restaurants, by generation, June 2016
                                                                        • Premium pizza experiences correlate with healthy offerings
                                                                          • Figure 42: Interest in healthy ingredients, by restaurant, June 2016
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Consumer survey data
                                                                            • Consumer qualitative research
                                                                              • Direct marketing creative
                                                                                • Mintel Menu Insights
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                    • Appendix – Key Driver Analysis

                                                                                        • Interpretation of results
                                                                                          • Figure 43: Overall satisfaction with pizza chains — Key driver output, June 2016
                                                                                          • Figure 44: Level of satisfaction with Pizza Hut—key driver output, June 2016
                                                                                          • Figure 45: Level of satisfaction with Domino’s—key driver output, June 2016
                                                                                          • Figure 46: Level of satisfaction with Papa John’s—key driver output, June 2016

                                                                                      Companies Covered

                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                      Pizza Restaurants - US - November 2016

                                                                                      US $3,995.00 (Excl.Tax)