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UK Pizza and Italian Restaurants market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Pizza and Italian Restaurants market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Products covered in this Report

This Report covers those foodservice establishments where pizza is the primary sales item. Within the scope of the Report, takeaway/delivery and dine-in restaurants are considered. They are largely based on the European and North American pizza and Italian restaurant models, typified by Domino’s Pizza for the takeaway/delivery market, Pizza Hut for the pizza restaurants market and PizzaExpress for the Italian restaurants market.

Pizza and Italian restaurants also tend to offer other food types to pizza, such as pasta, meat and vegetarian options. The way the market has been changing means that although the core restaurant models define these segments, more and more pizza and Italian restaurants now offer both dine-in and takeaway/home delivery options.

The consumer research explores pizza and Italian restaurants dining-in and takeaway habits in terms of usage and frequency of visit, attitudes and behaviours towards marketing initiatives, menu features and technologies. It also examines selected initiatives by foodservice operators, such as product, venue development and marketing activities.

The market size comprises turnover from pizza and Italian chains (dine-in restaurant and takeaway/home delivery) as well as independents. It does not include sales from fine dining/formal Italian restaurants, pubs/bars or the retail/takeaway sales of pizza and Italian foods from bakeries and supermarkets, although these are mentioned in the consumer research for comparative purposes.

This Report is primarily based on Mintel’s exclusive primary research of consumer behaviours and attitudes conducted online in September 2017 featuring a national representative sample of 2,000 internet users aged 16+.

Expert analysis from a specialist in the field

Written by Trish Caddy, a leading analyst in the Foodservice sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Younger Millennials and parents are the core consumers. As a group, parents are not as brand-loyal, prompting brands to work harder to focus on features that are important to them, whereas younger Millennials are more inclined to participate in marketing activities, prompting brands to create lasting relationships with them. Trish Caddy
Foodservice Analyst

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Table of contents

  1. Overview

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

          • The market
            • The combined pizza and Italian restaurants market is growing
              • Figure 1: Total UK pizza and Italian restaurants market, value sales and forecast, 2013-23
            • Dine-in segment slides
              • Figure 2: UK pizza and Italian dine-in market, value sales and forecast, 2013-23
            • Domino’s holding up takeaway segment
              • Figure 3: UK pizza takeaway market, value sales and forecast, 2013-23
            • Companies and brands
              • Time to take stock
                • Figure 4: Selected pizza and Italian restaurants and takeaways, by outlet numbers, 2012-18
              • The consumer
                • Decline in eat-in occasions
                  • Figure 5: Frequency of eating in at pizza/Italian restaurants or outlets, September 2017 and August 2018
                • Pizza delivery under increasing pressure too
                  • Figure 6: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, September 2017 and August 2018
                • Pizza takeaways attract lower spend
                  • Figure 7: Approximate spend for a takeaway meal, August 2018
                • Eat-in venues attract high spenders
                  • Figure 8: Approximate spend for a sit-down meal, August 2018
                • Price of food main barrier to usage
                  • Figure 9: Reasons for having not visited a pizza/Italian restaurant or outlet to eat-in or order takeaway, August 2018
                • Most are drawn to artisanal toppings
                  • Figure 10: Interest in pizza or Italian restaurant innovations, August 2018
                • Most would buy hot pizzas from supermarkets
                  • Figure 11: Pizza or Italian restaurant behaviours, August 2018
                • What we think
                • Issues and Insights

                  • Focus on customer experiences
                    • The facts
                      • The implications
                        • Tap into wider menu trends
                          • The facts
                            • The implications
                              • Collaborate to expand reach
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • The combined pizza and Italian restaurants market is growing
                                      • Market faces a tough trading environment
                                        • Pizza/Italian less appealing to ageing population
                                        • Market Size, Segmentation and Forecast

                                          • Market value set to grow to £5 billion in 2018
                                            • Figure 12: Total UK pizza and Italian restaurants market, value sales and forecast, 2013-23
                                          • Market faces a tough trading environment
                                            • Figure 13: Total UK pizza and Italian restaurants market, value sales and forecast, 2013-23
                                          • Familiarity of takeaway brands supports growth
                                            • Figure 14: UK pizza takeaway market, value sales and forecast, 2013-23
                                          • Domino’s: the crutch that is holding up takeaway segment
                                            • Figure 15: UK pizza takeaway market, value sales and forecast, 2013-23
                                          • Dine-in segment slides
                                            • Figure 16: UK pizza and Italian dine-in market, value sales and forecast, 2013-23
                                          • Casual dining sector expected to bounce back
                                            • Figure 17: UK pizza and Italian dine-in market, value sales and forecast, 2013-23
                                          • Forecast methodology
                                          • Market Drivers

                                            • Confidence holding up but many remain cautious
                                              • Figure 18: Trends in how respondents would describe their financial situation, September 2009-September 2018
                                            • NLW and NMW continue to put pressure on operators
                                              • Pizza/Italian food less appealing to ageing population
                                                • Figure 19: Trends in the age structure of the UK population, 2013-23
                                              • UK considers mandatory calorie labelling on restaurant menus
                                                • Scope for flexible opening hours
                                                  • Figure 20: Employment and unemployment, by gender, 2013-23
                                              • Companies and Brands – What You Need to Know

                                                • Domino’s: the crutch that is holding up takeaway segment
                                                  • Papa John’s awareness grew amid US scandal
                                                    • Casual dining sector expected to bounce back
                                                      • PizzaExpress invests heavily in digital
                                                      • Case Studies

                                                        • PizzaExpress expands FMCG range
                                                            • Figure 21: Examples of PizzaExpress retail range
                                                        • Launch Activity and Innovation

                                                          • Digital activity
                                                            • Mobile games
                                                              • Figure 22: Consumers who have taken part in competitions/games from pizza/Italian restaurants to win prizes, by region, August 2018
                                                            • Retail formats
                                                              • Supermarket hot pizzas
                                                                • Food halls and markets
                                                                  • Pop-ups and collaborations
                                                                    • Restaurant fundraisers
                                                                      • Roadside service stations
                                                                        • Menu innovations
                                                                          • Flatbreads
                                                                            • Figure 23: Octopus pide by Oklava, Shoreditch (London)
                                                                          • Free-from dishes
                                                                            • Figure 24: Examples of free-from vegan pizzas available through the grocery channel
                                                                          • Unusual pizzas
                                                                          • Key Players

                                                                            • Overview
                                                                              • Figure 25: Selected pizza and Italian restaurants and takeaways, by outlet numbers, 2012-18
                                                                            • Pizza delivery brands
                                                                              • Domino’s
                                                                                • Pizza GoGo
                                                                                  • Pizza Hut Delivery
                                                                                    • Casual dining restaurants
                                                                                      • Pizza Hut Restaurants
                                                                                        • Figure 26: Key financial data for Pizza Hut (UK) Limited, 2014-17
                                                                                      • The Azzuri Group
                                                                                        • Figure 27: Key financial data for The Azzurri Group, 2015-17
                                                                                      • Prezzo
                                                                                        • Jamie’s Italian
                                                                                          • Figure 28: Key financial data for Jamie’s Italian Limited, 2016-17
                                                                                        • Bella Italia
                                                                                          • PizzaExpress
                                                                                            • Figure 29: Key financial data for PizzaExpress (Restaurants) Limited, 2015-17
                                                                                          • Carluccio’s
                                                                                            • Figure 30: Key financial data for Carluccio’s Limited, 2015-17
                                                                                          • Contemporary players
                                                                                            • Franco Manca
                                                                                              • Figure 31: Key financial data for The Fulham Shore, 2017 and 2018
                                                                                          • Advertising and Marketing Activity

                                                                                            • Domino’s dominates adspend
                                                                                              • Figure 32: Advertising expenditure by selected pizza or Italian restaurants, 2014-18
                                                                                              • Figure 33: Advertising expenditure by selected pizza or Italian restaurants, by media type, 2014-18
                                                                                            • Papa John’s repairs its brand
                                                                                              • Nielsen Ad Intel coverage
                                                                                              • Brand Research

                                                                                                  • Brand map
                                                                                                    • Figure 34: Attitudes towards and usage of selected brands, September 2018
                                                                                                  • Key brand metrics
                                                                                                    • Figure 35: Key metrics for selected brands, September 2018
                                                                                                  • Brand attitudes: Pizza Hut and Domino’s are trusted brands
                                                                                                    • Figure 36: Attitudes, by brand, September 2018
                                                                                                  • Brand personality: Prezzo most exclusive
                                                                                                    • Figure 37: Brand personality – Macro image, September 2018
                                                                                                  • Pizza Hut most family friendly brand of all
                                                                                                    • Figure 38: Brand personality – Micro image, September 2018
                                                                                                  • Brand analysis
                                                                                                    • Domino’s is highly convenient
                                                                                                      • Figure 39: User profile of Domino’s, September 2018
                                                                                                    • Papa John’s awareness grew amid US scandal
                                                                                                      • Figure 40: User profile of Papa John’s, September 2018
                                                                                                    • PizzaExpress’ usage biased towards London
                                                                                                      • Figure 41: User profile of PizzaExpress, September 2018
                                                                                                    • Pizza Hut needs to move from ‘average’ to ‘good’
                                                                                                      • Figure 42: User profile of Pizza Hut, September 2018
                                                                                                    • Prezzo needs to innovate around brand trust and value
                                                                                                      • Figure 43: User profile of Prezzo, September 2018
                                                                                                  • The Consumer – What You Need to Know

                                                                                                    • Decline in eat-in and takeaway visitors
                                                                                                      • Eat-in venues attract both high and low spenders
                                                                                                        • Pizza takeaways attract lower spend
                                                                                                          • Price of food main barrier to usage
                                                                                                            • Most are drawn to artisanal toppings
                                                                                                              • Most would buy hot pizzas from supermarkets
                                                                                                              • Annual Changes in Eating Out Participation

                                                                                                                • Decline in eat-in visitors
                                                                                                                    • Figure 44: Frequency of eating in at pizza/Italian restaurants or outlets, September 2017 and August 2018
                                                                                                                  • Pizza delivery under increasing pressure too
                                                                                                                      • Figure 45: Frequency of ordering takeaway from pizza/Italian restaurants or outlets, September 2017 and August 2018
                                                                                                                  • Approximate Spend for Eating In

                                                                                                                    • Eat-in venues attract high spenders
                                                                                                                      • Figure 46: Approximate spend for a sit-down meal, August 2018
                                                                                                                  • Approximate Spend for Takeaway

                                                                                                                    • Pizza takeaways attract lower spend
                                                                                                                      • Young families and older Millennials big spenders
                                                                                                                        • Figure 47: Approximate spend for a takeaway meal, August 2018
                                                                                                                    • Barriers to Usage

                                                                                                                      • Price of food main barrier to usage
                                                                                                                        • Figure 48: Reasons for having not visited a pizza/Italian restaurant or outlet to eat-in or order takeaway, August 2018
                                                                                                                      • Supermarket meals dampening pizza takeaway sales
                                                                                                                        • Preference to cook at home bodes well for supermarkets
                                                                                                                          • Figure 49: Jus-Rol Sourdough Pizza Base by General Mills, July 2018
                                                                                                                        • Pizza/Italian food loses its grip on older diners
                                                                                                                          • No time to dine-in
                                                                                                                          • Interest in Innovations

                                                                                                                            • “As long as it is not overpriced”
                                                                                                                                • Figure 50: Interest in pizza or Italian restaurant innovations, August 2018
                                                                                                                              • Most are drawn to artisanal toppings
                                                                                                                                • Figure 51: Consumers who are interested and would pay more for artisanal toppings (eg dry-aged meats, smoked cheese etc), by region, August 2018
                                                                                                                              • Functional ingredients have stretch
                                                                                                                              • Pizza or Italian Restaurant Behaviours

                                                                                                                                • ‘Adventurous cuisines’ dampen interest in pizza/Italian food
                                                                                                                                    • Figure 52: Pizza or Italian restaurant behaviours, August 2018
                                                                                                                                  • Characteristics of core customers’ behaviours
                                                                                                                                    • Customer service matters
                                                                                                                                      • Higher prices, lower footfall
                                                                                                                                        • Cost versus experience
                                                                                                                                          • Core consumers influenced by reviews
                                                                                                                                            • Scope for pizza/Italian takeaways to stay open later - CHAID
                                                                                                                                              • Figure 53: Pizza and Italian restaurants – CHAID – Tree output, August 2018
                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                              • Abbreviations
                                                                                                                                                • Consumer research methodology
                                                                                                                                                  • CHAID Methodology
                                                                                                                                                    • Figure 54: Pizza and Italian restaurants – CHAID – Table output, August 2018
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                  • Forecast methodology
                                                                                                                                                      • Figure 55: Best- and worst-case forecasts for UK pizza and Italian restaurants total market, 2018-23
                                                                                                                                                      • Figure 56: Best- and worst-case forecasts for UK pizza and Italian restaurants takeaway market, 2018-23
                                                                                                                                                      • Figure 57: Best- and worst-case forecasts for UK pizza and Italian restaurants market, 2018-23