2025
9
US Pizza Restaurants Market Report 2025
2025-10-28T12:02:22+00:00
REPE321015F_C183_4A0D_93DC_E1455EFDED22
3695
188009
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Report
en_GB
59% of diners base their pizza orders on deals and promotions rather than personal cravings, highlighting just how central value-driven offers have become in shaping diners' choices. While value offerings…
US
Foodservice
simple

US Pizza Restaurants Market Report 2025

"Brands must move beyond nostalgia and convenience, and reintroduce pizza as a modern, intentional and exciting choice in a crowded foodservice market."

Varchasvi - Research Analyst

Varchasvi - Research Analyst

Market Intelligence ReportsFoodserviceUS

US Pizza Restaurants Market – Trends and Insights

  • Over half of US diners base their pizza orders on deals and promotions rather than personal cravings, emphasizing the importance of value-driven offers in shaping choices.
  • While value offerings keep traffic steady in the US pizza restaurants market, pizza faces a broader challenge: it’s rarely the default option, especially for younger consumers. Older generations see it as a comfort food, but younger diners view it as one of many options in a crowded foodservice market, lacking the same emotional connection.
  • To resonate with younger consumers, brands need to modernize their messaging, as traditional cues like family dinners or comfort may no longer appeal.
  • The greatest opportunity lies in innovating around value, personalization, and digital engagement. Younger diners seek novelty, customization, and everyday relevance, with smaller, snackable items that are lighter and more flexible performing well.
  • To stay competitive, brands must rethink value—not just through pricing, but through formats, portion sizes, and messaging that align with modern eating habits, ensuring pizza remains both dependable and dynamic.

This Report Looks at the Following Areas:

  • Why diners choose AFH pizza
  • Factors diners consider before ordering
  • How value shapes pizza dining
  • Tips on approaching innovation in pizza
  • Gen Z’s relationship to pizza
Collapse All

  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for pizza restaurants
    • Opportunities
    • Take inspiration from culturally relevant QSRs
    • Domino’s is designing for craveability
    • Deals are table stakes
    • Graph 1: select offers that diners consider a “good deal”, 2025
    • Reinforce pizza as the ideal delivery meal
    • Graph 2: consumer sentiment on pizza as an at-home indulgence, 2025
    • Healthier options need mass appeal to drive traffic
    • Graph 3: select attitudes – Gen Z’s approach to health in pizza dining, 2025

  2. THE MARKET

    • Consumer sentiment dips, but pizza will remain resilient
    • Graph 4: consumer sentiment index, 2022-25
    • Pizza is losing relevance in a fast-changing food landscape
    • Graph 5: pizza restaurant visitation, 2025
    • QSR value wars shake up pizza deals
    • Pizza’s next phase: automation at scale

  3. THE CONSUMER

    • Pizza as the safe bet
    • Strategic implications: aligning with pizza’s everyday reliability
    • Pizza is an everyday hero, not a rare treat
    • Graph 6: select reasons for choosing pizza, 2025
    • Familiar chains and trusted brands win out over novelty
    • Graph 7: considerations when choosing a restaurant to order pizza from^, 2025
    • Graph 8: pizza restaurant visitation, 2025
    • The deal is the decision
    • Innovating in a reliability category
    • Strategic implications: innovating to serve loyalty, not just trial
    • Novelty in toppings, crusts or sides is a low priority for most…
    • Graph 9: usage of/interest in various pizza toppings, by generation, 2025
    • Graph 10: usage of/interest in various pizza crusts^, by generation, 2025
    • Younger consumers value novelty when it feels intentional and elevated
    • Menu innovations that build loyalty through everyday indulgence
    • Gen Z’s tepid relationship with pizza
    • Strategic implications: reclaiming pizza’s cultural relevance for Gen Z
    • Younger diners are open, not attached
    • Graph 11: select considerations when choosing a restaurant to order pizza from^, by generation, 2025
    • Graph 12: pizza restaurant visitation, by generation, 2025
    • Sides aren’t sparking Gen Z’s appetite, yet
    • Graph 13: usage/interest in various pizza restaurant sides, by generation, 2025
    • Engage Gen Z with collabs, LTOs and fun branding
    • Graph 14: attitudes, by generation, 2025

  4. PRODUCT, INNOVATION AND MARKETING

    • Regional styles give pizza fresh appeal
    • Sauce flights make every bite new and exciting
    • Where sauce innovation can go next: international influence

  5. APPENDIX

    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Abbreviations and terms

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