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Pizza and Italian Restaurants - UK - October 2019

“The rising costs of operating sit-down venues will be unsustainable for some pizza and Italian restaurants in the long run. Instead of adding more restaurant sites, operators will focus on two areas: enhancing the dining experiences at their flagship stores and expanding their delivery catchment areas through third-party delivery companies.”
- Trish Caddy, Senior Foodservice Analyst

This report will look at the following areas:

  • Tiered pricing matters
  • The destination restaurant model
  • Meet customers where they live

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Table of contents

  1. Overview

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

          • The market
            • Total market is worth £5.2 billion in 2019
              • Figure 1: Total UK pizza and Italian restaurants market, value sales and forecast, 2014-24
            • Pizza delivery now the leading segment
              • Figure 2: UK pizza takeaway market, value sales and forecast, 2014-24
            • Casual dining crunch
              • Figure 3: UK pizza and Italian dine-in market, value sales and forecast, 2014-24
            • Companies and brands
              • Blurred lines between Pizza Hut’s restaurant and delivery brands
                • PizzaExpress’ debt raises concerns
                  • Gino D’Acampo partners with Iceland
                    • Pizza Hut takes swipe at Domino's
                      • The consumer
                        • Dine-in participation bounces back in 2019
                          • Figure 4: Frequency of eating in at pizza/Italian restaurants or outlets, 2017-19
                        • Takeaway participation also performed well in 2019
                          • Figure 5: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, 2017-19
                        • Increase in low-spend
                          • Figure 6: Approximate spend for a sit-down meal, 2018-19
                        • Consumers spend more on takeaways
                          • Figure 7: Approximate spend for a takeaway meal, 2018-19
                        • Consumers crave experiences in spaces
                          • Figure 8: Interest in pizza or Italian restaurant innovations, July 2019
                        • Reusable container discounts
                          • Figure 9: Interest in pizza or Italian takeaway innovations, July 2019
                        • Urban consumers drawn to high protein options
                          • Figure 10: Factors influencing pizza or Italian choice, July 2019
                        • Supermarkets are taking a slice of the pie…
                          • …so restaurants need to generate stronger value for money…
                            • …and focus on nutrition
                              • Figure 11: Pizza or Italian restaurant behaviours, July 2019
                            • What we think
                            • Issues and Insights

                              • Tiered pricing matters
                                • The facts
                                  • The implications
                                    • The destination restaurant model
                                      • The facts
                                        • The implications
                                          • Meet customers where they live
                                            • The facts
                                              • The implications
                                              • The Market – What You Need to Know

                                                • Total market is worth £5.2 billion in 2019
                                                  • Pizza delivery now the leading segment
                                                    • Casual dining crunch
                                                    • Market Size, Segmentation and Forecast

                                                      • Total market is worth £5.2 billion in 2019
                                                        • Figure 12: Total UK pizza and Italian restaurants market, value sales and forecast, 2014-24
                                                      • Market is not immune
                                                        • Figure 13: Total UK pizza and Italian restaurants market, value sales and forecast, 2014-24
                                                      • Innovations support pizza delivery growth
                                                        • Figure 14: UK pizza takeaway market, value sales and forecast, 2014-24
                                                      • Traditional delivery brands risk losing their edge
                                                        • Figure 15: UK pizza takeaway market, value sales and forecast, 2014-24
                                                      • The casual dining crunch dampens growth
                                                        • Figure 16: UK pizza and Italian dine-in market, value sales and forecast, 2014-24
                                                      • Improve profit margins with less sites
                                                        • Figure 17: UK pizza and Italian dine-in market, value sales and forecast, 2014-24
                                                      • Forecast methodology
                                                      • Market Drivers

                                                        • Challenged by non-specialists
                                                          • Better packaging waste control
                                                            • Healthier food practices
                                                              • New 928 calorie limit
                                                                • Figure 18: Domino's Delight Veggie (Small – 605 kcals), by Domino’s
                                                              • Universal chicken welfare commitment
                                                              • Companies and Brands – What You Need to Know

                                                                • Blurred lines between Pizza Hut’s restaurant and delivery brands
                                                                  • PizzaExpress’ debts raise concerns
                                                                    • Gino D’Acampo partners with Iceland
                                                                      • Pizza Hut takes swipe at Domino's
                                                                      • Key Players and Market Share

                                                                        • Pizza Hut's blurred future
                                                                          • Market share of chains vs independents
                                                                            • Figure 19: Number of pizza or Italian restaurants vs takeaway outlets, 2019
                                                                          • Carluccio’s makes a comeback
                                                                            • Figure 20: Selected pizza or Italian restaurants and takeaways, by outlet numbers, 2013-19
                                                                          • PizzaExpress debts raise concerns
                                                                            • Prezzo continues to lose
                                                                              • Domino's remains cautious
                                                                                • Franco Manca on the expansion trail
                                                                                • Launch Activity and Innovation

                                                                                  • Expanding online activities
                                                                                    • Mobile commerce
                                                                                      • Instagram influencer marketing
                                                                                        • Figure 21: Examples of Zizzi’s Instagram takeover with @food_feels, May 2019
                                                                                      • Emerging retail concepts
                                                                                        • Buffet
                                                                                          • Leisure tie-ups
                                                                                            • Menu innovations
                                                                                              • Be more trend-led
                                                                                                • Be more portable
                                                                                                  • Figure 22: Example of lunchtime calzones by Yard Sale Pizza, 2019
                                                                                                • The vegan bandwagon
                                                                                                  • Figure 23: Vegan hot dog pizza, by Papa John’s UK
                                                                                                • Potential in FMCG
                                                                                                  • Figure 24: Other examples of restaurant/chef branded FMCG, 2019
                                                                                              • Advertising and Marketing Activity

                                                                                                • Pizza traditional ad spend slump in 2018
                                                                                                  • Figure 25: Advertising expenditure by selected pizza or Italian restaurants, 2015-19
                                                                                                • Domino’s cheeky acronyms
                                                                                                  • Figure 26: Ultimate Bacon Cheeseburger, by Domino's
                                                                                                  • Figure 27: Advertising expenditure by selected pizza or Italian restaurants, by media type, 2015-19
                                                                                                • Pizza Hut wages war
                                                                                                  • Nielsen Ad Intel coverage
                                                                                                  • Brand Research

                                                                                                      • Brand map
                                                                                                        • Figure 28: Attitudes towards and usage of selected brands, September 2019
                                                                                                      • Key brand metrics
                                                                                                        • Figure 29: Key metrics for selected brands, September 2019
                                                                                                      • Brand attitudes – While Pizza Hut is most trusted, Domino’s wins on innovation
                                                                                                        • Figure 30: Attitudes, by brand, September 2019
                                                                                                      • Brand personality – PizzaExpress is more accessible than Prezzo while the latter is more exclusive
                                                                                                        • Figure 31: Brand personality – macro image, September 2019
                                                                                                      • Domino’s seen as cool and competent while Pizza Hut delivers on friendliness
                                                                                                        • Figure 32: Brand personality – micro image, September 2019
                                                                                                      • Brand analysis
                                                                                                        • Domino’s development of healthier options is starting to make slight in-roads
                                                                                                          • Figure 33: User profile of Domino’s, September 2019
                                                                                                        • Papa John’s keeps customers satisfied
                                                                                                          • Figure 34: User profile of Papa John’s, September 2019
                                                                                                        • PizzaExpress conveys trust and high quality
                                                                                                          • Figure 35: User profile of PizzaExpress, September 2019
                                                                                                        • Prezzo needs to focus on special occasions
                                                                                                          • Figure 36: User profile of Prezzo, September 2019
                                                                                                        • Pizza Hut goes head-to-head with Domino’s
                                                                                                          • Figure 37: User profile of Pizza Hut, September 2019
                                                                                                      • The Consumer – What You Need to Know

                                                                                                        • Dine-in participation bounces back in 2019
                                                                                                          • Increase in low-spend
                                                                                                            • Consumers crave experiences in spaces
                                                                                                              • Urban consumers drawn to high protein options
                                                                                                                • Supermarkets are taking a slice of the pie, so restaurants must generate stronger value for money
                                                                                                                • Annual Changes in Eating Out Participation

                                                                                                                  • Dine-in participation bounces back
                                                                                                                    • Figure 38: Frequency of eating in at pizza/Italian restaurants or outlets, 2017-19
                                                                                                                  • The rise of affluent restaurant diners
                                                                                                                    • Takeaway participation rises
                                                                                                                        • Figure 39: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, 2017-19
                                                                                                                      • The rise of urban takeaway consumers
                                                                                                                      • Annual Changes in Approximate Spend

                                                                                                                        • Increase in low-spend
                                                                                                                          • Figure 40: Approximate spend for a sit-down meal, 2018-19
                                                                                                                        • Biggest spenders visit most often
                                                                                                                          • Figure 41: Frequency of eating in at pizza/Italian restaurants or outlets, by approximate spend for a sit-down meal, July 2019
                                                                                                                        • Consumers spend more on takeaways
                                                                                                                          • Figure 42: Approximate spend for a takeaway meal, 2018-19
                                                                                                                        • Heavy takeaway spenders order most often
                                                                                                                          • Figure 43: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, by approximate spend for a takeaway meal, July 2019
                                                                                                                      • Interest in Innovations

                                                                                                                        • Dine-in
                                                                                                                          • Make pizza restaurants fun
                                                                                                                            • Figure 44: Interest in pizza or Italian restaurant innovations, July 2019
                                                                                                                          • Let customers customise
                                                                                                                            • Hear diners’ feedback
                                                                                                                              • Dine-in innovation by spend
                                                                                                                                • Figure 45: Interest in pizza or Italian restaurant innovations, by approximate spend for a sit-down meal, July 2019
                                                                                                                              • Ordering takeaway
                                                                                                                                • Reusable container discounts
                                                                                                                                  • Figure 46: Interest in pizza or Italian takeaway innovations, July 2019
                                                                                                                                • Many want on-the-go pizza
                                                                                                                                  • Takeaway innovation by spend
                                                                                                                                    • Figure 47: Interest in pizza or Italian takeaway innovations, by approximate spend for a takeaway meal, July 2019
                                                                                                                                • Factors Influencing Pizza or Italian Choice

                                                                                                                                  • Under-35s prefer free-from or meat-free
                                                                                                                                    • Figure 48: Factors influencing pizza or Italian choice, July 2019
                                                                                                                                  • Over-45s want less salt in their pizza
                                                                                                                                    • Protein mania among the young, city-dwellers
                                                                                                                                      • Figure 49: Examples of pizza or Italian ready-meals that feature high/added protein claims
                                                                                                                                  • Pizza or Italian Restaurant Behaviours

                                                                                                                                    • Supermarkets are taking a slice of the pie…
                                                                                                                                      • Figure 50: Pizza or Italian restaurant behaviours, July 2019
                                                                                                                                    • …so restaurants must generate stronger value for money
                                                                                                                                      • Justify the cost of good ingredients
                                                                                                                                        • Focus on nutrition
                                                                                                                                          • Serve more greens to over-45s
                                                                                                                                            • Cater to time-starved city-dwellers
                                                                                                                                              • Court the family market
                                                                                                                                                • Stretch sales potential with FMCG – CHAID
                                                                                                                                                    • Figure 51: Pizza and Italian Restaurants – CHAID – Tree output, July 2019
                                                                                                                                                • Pizza and Italian Consumer Segmentation

                                                                                                                                                  • Consumer tribes
                                                                                                                                                    • Figure 52: Pizza or Italian restaurant behaviour clusters, July 2019
                                                                                                                                                  • Typical characteristics of each group
                                                                                                                                                    • Early Adopters
                                                                                                                                                      • Constrained Consumers
                                                                                                                                                        • Health Seekers
                                                                                                                                                          • Bargain Hunters
                                                                                                                                                              • Figure 53: Factors influencing pizza or Italian choice, by behaviour clusters, July 2019
                                                                                                                                                            • The “make or break” attributes
                                                                                                                                                              • Early Adopters on the next big things
                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                  • Abbreviations
                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                      • CHAID Methodology
                                                                                                                                                                        • Figure 54: Pizza and Italian Restaurants – CHAID – Table output, July 2019
                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                      • Forecast methodology
                                                                                                                                                                          • Figure 55: Best- and worst-case forecasts for UK pizza and Italian restaurants total market, 2019-24
                                                                                                                                                                          • Figure 56: Best- and worst-case forecasts for UK pizza and Italian restaurants takeaway market, 2019-24
                                                                                                                                                                          • Figure 57: Best- and worst-case forecasts for UK pizza and Italian restaurants dine-in market, 2019-24

                                                                                                                                                                      Pizza and Italian Restaurants - UK - October 2019

                                                                                                                                                                      £1,995.00 (Excl.Tax)