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Pizza Restaurants - US - October 2010

In this report, Mintel presents sales trends of pizza restaurants, as well as performance by market segment—delivery, takeout and dine-in. The heart of the report is Mintel’s exclusive consumer research and analysis including:

  • Usage of pizza restaurants and favorite choices among pizza chains
  • Key factors that influence pizza restaurant goers’ decision on where to dine
  • Analysis of what menu items pizza restaurant users order, and the impact of demographic profile on these choices
  • Discovery of consumers’ attitudes towards pizza’s healthfulness and healthy pizza options
  • Investigation of what types of menu items users would like to see more of at pizza restaurants
  • In-depth analysis of factors that influence decisions among each segment’s most frequent users
  • The influence of the recession; aging population; presence of children in U.S. households; and the growth of the Hispanic demographic on market sales
  • The performance of the three market segments, as well as profiling the leading players in terms of their impact on the market
  • Identifying what brand qualities differentiate local, independent pizzerias and how these operators meet the needs of pizza consumers
  • Analysis of marketing strategies of major industry advertisers
  • Identification and discussion of trends on pizza restaurant menus, and how items are being marketed to consumers

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Table of contents

  1. Scope and Themes

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

                        • Restaurant sales a casualty of recession: pizza no exception
                          • Recession gives advantage to pizza takeout
                            • Age, presence of kids, Hispanic origin are influential demographics
                              • Innovative focus: Menu items other than pizza
                                • Marketing the pizza menu
                                  • Leading pizza operators change marketing strategies
                                    • Pizza restaurants widely used—Pizza Hut most popular
                                      • Price, convenience, variety—they’re all “important”
                                        • Younger patrons and families most likely to order items besides pizza
                                          • Health and pizza: Perceptions divided
                                            • Innovative interests
                                            • Insights and Opportunities

                                              • Overview
                                                • Expanding usage opportunities
                                                  • Pizza for breakfast
                                                    • Snacking
                                                    • Inspire Insights

                                                        • Trend: That’s (Home) Entertainment
                                                        • Competitive Context

                                                          • Recession provides impetus for consumers to spend less
                                                            • Shared customers
                                                              • Figure 1: Pizza usage, by age, July 2010
                                                            • Cooking and eating at home are in vogue
                                                              • Restaurants compete for dining out dollars
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Pizza market isn’t recession-proof
                                                                    • Future trends in pizza restaurants
                                                                      • Figure 2: Total U.S. pizza restaurant sales, at current prices, 2005-15
                                                                      • Figure 3: Total U.S. pizza restaurant sales, at inflation-adjusted prices, 2005-15
                                                                  • Market Drivers

                                                                    • Recession causes restaurant sales to suffer but outlook improves
                                                                      • Figure 4: NRA performance indices, January 2009-July 2010
                                                                      • Figure 5: Adjusted foodservice and drinking places sales, January 2008-July 2010
                                                                    • Rising food prices
                                                                      • Figure 6: Consumer price index for key consumer markets, June 2008-June 2010
                                                                    • Underemployment and unemployment impact spending
                                                                      • Figure 7: Unemployment and underemployment rates, January 2007-July 2010
                                                                    • Cash at hand remains limited
                                                                      • Figure 8: Real personal disposable income, January 2007-June 2010
                                                                    • Consumer confidence still rattled
                                                                      • Figure 9: Consumer Sentiment Index, March 2007-July 2010
                                                                    • Aging population not favorable for pizza restaurants
                                                                        • Figure 10: Population aged 18 or older, 2005-15
                                                                      • Kids vital to pizza restaurant sales
                                                                          • Figure 11: Households, by presence of children, 1999-2009
                                                                        • Hispanics are a fast growing, dynamic pizza consumer
                                                                            • Figure 12: Population, by Hispanic origin, 2005-15
                                                                        • Market Segmentation

                                                                          • Overview
                                                                            • Takeout is top procurement method
                                                                              • Figure 13: Pizza restaurant usage by segment, July 2010
                                                                          • Segment Performance: Takeout

                                                                            • Key points
                                                                              • Demographic profile: Takeout users
                                                                                • Under-45s most likely users of takeout
                                                                                  • Takeout pizza is a family favorite
                                                                                    • Regional differences exist
                                                                                      • Figure 14: Takeout from a pizza restaurant, by select demographics, July 2010
                                                                                    • Families with children most frequent takeout users
                                                                                      • Figure 15: Usage frequency of pizza takeout, by presence of children, July 2010
                                                                                  • Segment Performance: Delivery

                                                                                    • Key points
                                                                                      • Demographic profile: Delivery users
                                                                                        • Young adults embrace home delivery
                                                                                          • Delivery usage driven by presence of kids in household
                                                                                            • Catering to the Hispanic delivery consumer
                                                                                              • Figure 16: Delivery by a pizza restaurant, by select demographics, July 2010
                                                                                            • Dads are the most frequent users of pizza delivery
                                                                                              • Figure 17: Usage frequency of pizza delivery, by gender and presence of children in HH, July 2010
                                                                                          • Segment Performance: Dine-in

                                                                                            • Key points
                                                                                              • Demographic profile: Dine-in users
                                                                                                • Under-25s most likely to dine in
                                                                                                  • Affluent pizza users favor the restaurant experience
                                                                                                    • Figure 18: Dine-in at pizza restaurant, by select demographics, July 2010
                                                                                                  • Young men most frequent pizza restaurants diners
                                                                                                    • Figure 19: Usage frequency of dining-in at a pizza restaurant, by gender and age, July 2010
                                                                                                • Company Profile: Pizza Hut

                                                                                                  • Overview
                                                                                                    • Sales plummet in 2009
                                                                                                      • Figure 20: Pizza Hut systemwide same store sales growth, percentage increase, 2006-10
                                                                                                    • Problem 1: Over-priced pizza
                                                                                                      • Problem 2: Confusing menu
                                                                                                        • Growth trajectory: Positive
                                                                                                        • Company Profile: Domino's Pizza

                                                                                                          • Overview
                                                                                                            • Sales holding steady in 2009
                                                                                                              • Figure 21: Domino’s systemwide same store sales growth, percentage increase, 2006-10
                                                                                                            • Pizza overhaul
                                                                                                              • Menu expansion
                                                                                                                • Growth trajectory: Neutral
                                                                                                                • Company Profile: Papa John’s

                                                                                                                  • Overview
                                                                                                                    • Sales growth despite challenging environment
                                                                                                                      • Figure 22: Papa John’s systemwide same store sales growth, percentage increase, 2006-10
                                                                                                                    • Strategic NFL partnership
                                                                                                                      • Online ordering leader
                                                                                                                        • Growth trajectory: Positive
                                                                                                                        • Company Profile: Little Caesars

                                                                                                                          • Overview
                                                                                                                            • Unit growth during recession
                                                                                                                              • Value proposition
                                                                                                                                • Figure 23: Little Caesars television ad, December 2009
                                                                                                                              • Growth trajectory: Positive
                                                                                                                              • Brand Qualities: Independent, Local Pizzerias

                                                                                                                                • Key points
                                                                                                                                  • Popularity of independents high, but reaching plateau
                                                                                                                                    • Figure 24: Favorite pizza restaurants, 2008 versus 2010
                                                                                                                                  • Authenticity: The artisan edge
                                                                                                                                  • Menu Insights Analysis: The Pizza Restaurant Menu

                                                                                                                                    • Key points
                                                                                                                                      • Soup and sandwich menu sections see growth
                                                                                                                                          • Figure 25: Top 10 pizza restaurant menu sections, by incidence, Q2 2008-Q2 2010
                                                                                                                                        • Prices on beverage menus accelerating
                                                                                                                                          • Figure 26: Top 10 pizza restaurant menu sections, by incidence and average price, Q2 2008-Q2 2010
                                                                                                                                        • Pizza and sandwiches are most common menu items
                                                                                                                                            • Figure 27: Top 10 pizza restaurant menu item, by incidence, Q2 2008-Q2 2010
                                                                                                                                          • Pizza prices remain flat
                                                                                                                                            • Figure 28: Top 10 pizza restaurant menu items, by incidence and average price, Q2 2008-Q2 2010
                                                                                                                                        • Menu Insights Analysis: Marketing the Pizza Menu

                                                                                                                                          • Key points
                                                                                                                                            • Marketing fresh, homemade pizzas
                                                                                                                                                • Figure 29: Top 10 marketing claims on pizza restaurant menus, by incidence, Q2 2008-Q2 2010
                                                                                                                                              • Marketing claims that convey authenticity command highest prices
                                                                                                                                                • Figure 30: Top 10 marketing claims on pizza restaurant menus, by incidence and average price, Q2 2008-Q2 2010
                                                                                                                                              • Innovators tread lightly when it comes to healthy innovations
                                                                                                                                                  • Figure 31: Top 10 nutritional claims on pizza restaurant menus, by incidence, Q2 2008-Q2 2010
                                                                                                                                                • The price of health on the rise
                                                                                                                                                  • Figure 32: Top 10 nutritional claims on pizza restaurant menus, by incidence and average price, Q2 2008-Q2 2010
                                                                                                                                              • Marketing Strategies

                                                                                                                                                • Overview
                                                                                                                                                  • Figure 33: Top pizza restaurant advertisers, 2008 and 2009
                                                                                                                                                • Pizza Hut: The advertising leader
                                                                                                                                                  • Online and mobile ordering
                                                                                                                                                      • Figure 34: Pizzahut.com monthly visits, August 2009-August 2010
                                                                                                                                                    • Social media
                                                                                                                                                      • Television
                                                                                                                                                        • Figure 35: Pizza Hut 50 cent wings television ad, September 2010
                                                                                                                                                        • Figure 36: Pizza Hut lower prices television ad, September 2010
                                                                                                                                                      • Domino’s Pizza: Strategically reinventing itself
                                                                                                                                                        • Figure 37: Dominos.com monthly visits, August 2009-August 2010
                                                                                                                                                      • Creating the big buzz
                                                                                                                                                        • Figure 38: Domino’s holdouts television ad, May 2010
                                                                                                                                                      • Papa John’s: Promotional partnerships
                                                                                                                                                        • Figure 39: Papajohns.com monthly visits, August 2009-August 2010
                                                                                                                                                        • Figure 40: Papa John’s television ad, February 2010
                                                                                                                                                    • Pizza Restaurant Usage

                                                                                                                                                      • Key points
                                                                                                                                                        • Majority have eaten pizza from a pizza restaurant recently
                                                                                                                                                          • Figure 41: Pizza usage, July 2010
                                                                                                                                                        • Core pizza restaurant users
                                                                                                                                                            • Figure 42: Incidence of pizza consumption from a pizza restaurant, by select demographics, July 2010
                                                                                                                                                          • Trended usage of leading pizza restaurant chains
                                                                                                                                                            • Figure 43: Trended usage of leading pizza restaurant chains, 2004-09
                                                                                                                                                          • Pizza Hut remains the favorite
                                                                                                                                                            • Figure 44: Favorite pizza restaurants, July 2010
                                                                                                                                                          • Independent pizzerias attract affluent diners
                                                                                                                                                            • Figure 45: Favorite pizza restaurants, by household income, July 2010
                                                                                                                                                          • Households with no children find appeal in local pizza restaurants
                                                                                                                                                            • Figure 46: Favorite pizza restaurants, by presence of children, July 2010
                                                                                                                                                          • Preference for “authentic” regionalized pizza
                                                                                                                                                            • Figure 47: Favorite pizza restaurants, by region, July 2010
                                                                                                                                                          • Takeout most popular procurement method
                                                                                                                                                            • Figure 48: Pizza restaurant use, by segment, July 2010
                                                                                                                                                        • Pizza Restaurant Decision Influencers

                                                                                                                                                          • Key points
                                                                                                                                                            • Price and convenience most influential
                                                                                                                                                                • Figure 49: Pizza restaurant decision influencers, by gender, July 2010
                                                                                                                                                              • Delivery components most important to under-25s
                                                                                                                                                                • Figure 50: Pizza restaurant decision influencers, by age, July 2010
                                                                                                                                                              • Hispanics influenced by a variety of factors
                                                                                                                                                                • Figure 51: Pizza restaurant decision influencers, by Hispanic origin, July 2010
                                                                                                                                                              • Families looking for variety besides pizza
                                                                                                                                                                • Figure 52: Pizza restaurant decision influencers, by presence of children, July 2010
                                                                                                                                                            • Pizza Restaurants: What Consumers Order

                                                                                                                                                              • Key points
                                                                                                                                                                • Signature dish most likely to be ordered
                                                                                                                                                                    • Figure 53: What’s ordered at pizza restaurants, by age, July 2010
                                                                                                                                                                  • Hispanics deviate from traditional menu items
                                                                                                                                                                      • Figure 54: What’s ordered at pizza restaurants, by Hispanic origin, July 2010
                                                                                                                                                                    • Families need more food
                                                                                                                                                                        • Figure 55: What’s ordered at pizza restaurants, by presence of children, July 2010
                                                                                                                                                                      • Midwesterners like their bread
                                                                                                                                                                        • Figure 56: What’s ordered at pizza restaurants, by region, July 2010
                                                                                                                                                                    • Consumer Attitudes Towards Pizza’s Healthfulness

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Is pizza healthy… do people really care?
                                                                                                                                                                            • Figure 57: Attitudes towards pizza’s healthfulness and limiting consumption, by gender, July 2010
                                                                                                                                                                          • Over-65s limiting pizza consumption
                                                                                                                                                                              • Figure 58: Attitudes towards pizza’s healthfulness and limiting consumption, by age, July 2010
                                                                                                                                                                            • Health on the pizza menu
                                                                                                                                                                                • Figure 59: Attitudes towards pizza’s healthfulness and health innovations, by gender, July 2010
                                                                                                                                                                              • Under-35s most interested in healthier pizza options
                                                                                                                                                                                  • Figure 60: Attitudes towards pizza’s healthfulness and health innovations, by age, July 2010
                                                                                                                                                                                • Dichotomy exists for Hispanics
                                                                                                                                                                                  • Figure 61: Attitudes towards pizza’s healthfulness and health innovations, by Hispanic origin, July 2010
                                                                                                                                                                                • The presence of children drives interest in healthy menu
                                                                                                                                                                                    • Figure 62: Attitudes towards pizza’s healthfulness and health innovations, by presence of children, July 2010
                                                                                                                                                                                • What Consumers Want to See More of on the Menu

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Interest in variety of choice in classic pizza components
                                                                                                                                                                                        • Figure 63: What consumers want more of on the menu, July 2010
                                                                                                                                                                                      • Women more accepting of pizza innovation
                                                                                                                                                                                          • Figure 64: What consumers want more of on the menu, by gender, July 2010
                                                                                                                                                                                        • Under-35s display greater interest in menu innovation
                                                                                                                                                                                          • Figure 65: What consumers want more of on the menu, by age, July 2010
                                                                                                                                                                                        • Hispanics looking for a complete meal
                                                                                                                                                                                            • Figure 66: What consumers want more of on the menu, by Hispanic origin, July 2010
                                                                                                                                                                                        • Pizza Restaurant Usage by Kids and Teens

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Pizza restaurants are kid friendly
                                                                                                                                                                                              • Figure 67: Kids and pizza restaurants, by parent, July 2010
                                                                                                                                                                                            • Pizza chains used by kids
                                                                                                                                                                                              • Figure 68: Kid usage of leading pizza restaurant chains, by gender and age, November 2008-December 2009
                                                                                                                                                                                            • Pizza chains used by teens
                                                                                                                                                                                              • Figure 69: Teen usage of leading pizza restaurant chains, by gender and age, November 2008-December 2009
                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                              • Enhancers
                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                      • Reducers
                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Regulars
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                                        • Figure 70: Pizza restaurant user clusters, July 2010
                                                                                                                                                                                                                        • Figure 71: Pizza restaurant use by segment, by user clusters, July 2010
                                                                                                                                                                                                                        • Figure 72: Pizza restaurant decision influencers, by user clusters, July 2010
                                                                                                                                                                                                                        • Figure 73: Attitudes towards pizza’s healthfulness and limiting consumption, by user clusters, July 2010
                                                                                                                                                                                                                        • Figure 74: Attitudes towards pizza’s healthfulness and health innovations, by user clusters, July 2010
                                                                                                                                                                                                                        • Figure 75: What consumers want to see more of on the menu, by user clusters, July 2010
                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                        • Figure 76: Pizza restaurant user clusters, by gender, July 2010
                                                                                                                                                                                                                        • Figure 77: Pizza restaurants user clusters, by age group, July 2010
                                                                                                                                                                                                                        • Figure 78: Pizza restaurants user clusters, by household income, July 2010
                                                                                                                                                                                                                        • Figure 79: Pizza restaurants user clusters, by race, July 2010
                                                                                                                                                                                                                        • Figure 80: Pizza restaurants user clusters, by Hispanic origin, July 2010
                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                      • Custom Groups: Light, Medium and Heavy Pizza Users

                                                                                                                                                                                                                          • Frequency by procurement method
                                                                                                                                                                                                                            • Figure 81: Usage frequency, by segment, July 2010
                                                                                                                                                                                                                          • Heavy users of delivery demand variety
                                                                                                                                                                                                                            • Figure 82: Delivery users’ pizza restaurant decision influencers, by frequency of use, July 2010
                                                                                                                                                                                                                          • Delivery users’ order preferences
                                                                                                                                                                                                                            • Figure 83: What delivery users order at pizza restaurants, by frequency of use, July 2010
                                                                                                                                                                                                                          • Takeout’s most frequent users are influenced by online ordering
                                                                                                                                                                                                                            • Figure 84: Takeout users’ pizza restaurant decision influencers, by frequency of use, July 2010
                                                                                                                                                                                                                          • Takeout users’ order preferences
                                                                                                                                                                                                                            • Figure 85: What takeout users order at pizza restaurants, by frequency of use, July 2010
                                                                                                                                                                                                                          • Frequent dine-in users influenced by ready-made pick-up option
                                                                                                                                                                                                                            • Figure 86: Dine-in users’ pizza restaurant decision influencers, by frequency of use, July 2010
                                                                                                                                                                                                                          • Dine-in users’ order preferences
                                                                                                                                                                                                                            • Figure 87: What dine-in users order at pizza restaurants, by frequency of use, July 2010
                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          • Bureau of Economic Analysis
                                                                                                                                                                                                                          • California Pizza Kitchen Inc.
                                                                                                                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                          • ConAgra Foods, Inc
                                                                                                                                                                                                                          • Del Taco, Inc.
                                                                                                                                                                                                                          • Domino's Pizza LLB
                                                                                                                                                                                                                          • Donatos Pizzeria LLC
                                                                                                                                                                                                                          • ESPN, Inc.
                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                          • Food Distributors International
                                                                                                                                                                                                                          • Food Marketing Institute
                                                                                                                                                                                                                          • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                          • International Food Service Executives Association (IFSEA)
                                                                                                                                                                                                                          • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                                                          • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                                                                                          • International Franchise Association (IFA)
                                                                                                                                                                                                                          • McDonald's Corporation
                                                                                                                                                                                                                          • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                                                                          • National Football League Inc.
                                                                                                                                                                                                                          • National Nutritional Foods Association
                                                                                                                                                                                                                          • National Restaurant Association (NRA)
                                                                                                                                                                                                                          • National Retail Federation (NRF)
                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                          • Papa John's International, Inc.
                                                                                                                                                                                                                          • Peter Piper, Inc.
                                                                                                                                                                                                                          • Pizza Hut Inc
                                                                                                                                                                                                                          • Pizza Inn Inc.
                                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics

                                                                                                                                                                                                                          Pizza Restaurants - US - October 2010

                                                                                                                                                                                                                          £3,199.84 (Excl.Tax)