Table of Contents
Scope and Themes
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- 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
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- A fate tied to the economy, but with additional challenges
- Competitive challenges
- Segment performance: Takeout, delivery, and dine-in
- Leading companies
- Pizza Hut
- Domino’s
- Papa John’s
- Little Caesars
- California Pizza Kitchen
- Papa Murphy’s Take N Bake
- Pizza restaurants and ordering technology
- Advertising and promotion
- Key demographics
- The kid factor
- Pizza restaurant usage
- Pizza restaurant decision influencers
- Pizza restaurants: Reasons consumers choose them
- Usage by daypart
Insights and Opportunities
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- Key points
- It’s all about the kids
- The way to a dad’s heart is through his stomach
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- Figure 1: Reasons parents bring teens out to a full-service restaurant—parents, by gender, March 2009
- Standing out from the crowd
- Gluten-free pizzas are doable (and in demand)
- Taking “e-Pizza” to the next level
Inspire Insights
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- Edutainment
- What's it about?
- What we've seen
- Specifics and application
Market Size and Forecast
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- Key points
- Man (and leading chains) cannot live on pizza alone
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- Figure 2: Total U.S. pizza restaurant sales and forecast, at current prices, 2004-14
- Figure 3: Total U.S. pizza restaurant sales and forecast, at inflation-adjusted prices, 2004-14
Competitive Context
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- Key points
- Pizza restaurants suffer from “cuisine-centricity”
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- Figure 4: Restaurant use in the past year, July 2009
- Frozen pizza a stay-at-home value alternative
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- Figure 5: Average price for pizza restaurant entrée and CPG pizza, 2009
- Faster, cheaper alternatives abound
- Stealing the kid crowd
Segment Performance
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- Key points
- Overview
- A benefit to “grab and go”
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- Figure 6: Pizza, family and casual restaurant delivery, pick-up, and dine-in purchases, July 2009
Segment Performance—Takeout
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- Key points
- Pick-up pizza prevails on procurement
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- Figure 7: Takeout from a pizza restaurant, by age, July 2009
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- Figure 8: Takeout from a pizza restaurant, by presence of children, July 2009
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- Figure 9: Takeout from a pizza restaurant, by region, July 2009
- Considering curbside
Segment Performance—Delivery
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- Key points
- Delivery a favorite for younger patrons
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- Figure 10: Deliveries from a pizza restaurant, by age, July 2009
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- Figure 11: Deliveries from a pizza restaurant, by presence of children, July 2009
- Increasing competition for delivery dollars
Segment Performance—Dining In
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- Key points
- Pizza restaurants lag behind on dining in
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- Figure 12: Pizza, family and casual restaurant delivery, pick-up, and dine-in purchases, July 2009
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- Figure 13: Dining in at a pizza restaurant, by age, July 2009
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- Figure 14: Dining in at a pizza restaurant, by presence of children, July 2009
Market Drivers
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- Restaurant industry recession continues, but the bottom may be in sight
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- Figure 15: Restaurant Performance Index, current situation, and expectations, May 2007-July 2009
- Consumer confidence undermines willingness to spend at restaurants
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- Figure 16: Consumer Sentiment Index, by quarter, 2001-09
- Figure 17: Spending at restaurants, by segment, July 2009
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- Figure 18: Pizza restaurant spend compared to last year, by selected demographics, July 2009
- Recession reshapes the family dynamic
- Increasing number of potential child diners in the U.S.
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- Figure 19: Population, by age, 2004-14
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- Figure 20: Usage of restaurant segments in the past three months, by number of children in the household, July 2009
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- Figure 21: Trended teen use of leading pizza restaurants, 2004/05-2007/08
- Figure 22: Trended kid use of leading pizza restaurants, 2004/05-2007/08
- Courting Hispanics
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- Figure 23: Child population (0-12), by ethnicity/race, 2004-14
- Figure 24: Usage of restaurant segments in the past three months, by race/ethnicity, July 2009
Leading Companies
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- Key points
- When it comes to being recession-proof, size doesn’t matter
- Success means finding your niche
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- Figure 25: U.S. sales of leading pizza restaurant chains, 2006-08
- Unit growth tells a similar story
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- Figure 26: U.S. system-wide units for leading pizza restaurant chains, 2006-08
Restaurant Analysis: Pizza Hut
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- Pizza Hut spreads its wings
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- Figure 27: Pizza Hut, “Is it me or does this Pizza Hut look different?,” 2009
- Positioning as the place for “home meal replacement solutions”
- Serving as a tech example
Restaurant Analysis: Domino’s Pizza
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- A continued bottom line battle for Domino’s
- Domino’s toes its own line. Or does it?
- Keeping on top of tech
Restaurant Analysis: Papa John’s
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- On a marketing push to relative success
- Industry accolades
- Special offers trump menu movements
- A solid tech history
Restaurant Analysis: Little Caesars
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- Aggressive pricing, expansion and cost cutting drive growth
- Short (but sweet-priced) menu
- Event sponsorship
Restaurant Analysis: California Pizza Kitchen
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- Sales down, yet future plans in place
- Non-traditional locations
- Discerning palates; ethnic flavors
- Cannibalization from its own frozen line?
- Thank You Card program a sales booster
- Menu moves
- Procurement methods more closely resemble casual dining segment
Restaurant Analysis: Independents
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- The franchise torpedo
- The artisanal independent
- The backlash
Menu Analysis: Pizza Hut
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- Figure 28: Menu ordering behavior on last visit, Pizza Hut, by age, May 2009
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Restaurant Brand Qualities: Papa Murphy’s Take N Bake
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- Performance summary
- Differentiated by the take-and-bake model
- Award winner
- On the menu
- Growth trajectory: Continued growth in a stagnant field
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- Figure 29: U.S. sales and units, Papa Murphy's Take N Bake Pizza, 2006-08
Advertising and Promotion
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- Key points
- Movie tie-ins continue to be a popular strategy
- Promotions and giveaways
- Television advertising
- The value proposition
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- Figure 30: CiCi’s penny picker-uppers, 2009
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- Figure 31: Domino’s 555, 2009
- Customer appreciation days
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- Figure 32: Papa Murphy’s customer appreciation days, 2009
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- Figure 33: Little Caesars customer appreciation day, 2008
- Targeting dads
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- Figure 34: Little Caesars family meal deal, 2009
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- Figure 35: Pizza Hut perfect family meal, 2009
Innovations and Innovators: Menu Innovation
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- Key points
- You call that a pizza? Yes!
- $5 phenomenon
Innovation and Innovators: Gourmet and Technology
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- Key points
- Pizzeria 2.0
- Pizza restaurants stay ahead of the online ordering curve
Restaurant Usage Overview
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- Key points
- Restaurant usage
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- Figure 36: Restaurant usage in last year, by selected demographics, July 2009
- Restaurant usage, by segment
- Demographic analysis
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- Figure 37: Usage of restaurant segments in the past three months, by gender, July 2009
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- Figure 38: Usage of restaurant segments in the past three months, by age, July 2009
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- Figure 39: Usage of restaurant segments in the past three months, by selected HH income groups, July 2009
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- Figure 40: Usage of restaurant segments in the past three months, by presence of children in the HH, July 2009
- Addendum: Consumer question explanation
Pizza Restaurant Usage
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- Key points
- Pizza Hut continues to dominate by sheer size
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- Figure 41: Usage of leading pizza restaurant chains, by restaurant, July 2009
- Demographic analysis
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- Figure 42: Usage of leading pizza restaurant chains, by gender, July 2009
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- Figure 43: Usage of leading pizza restaurant chains, by age, July 2009
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- Figure 44: Usage of leading pizza restaurant chains, by HH income, July 2009
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- Figure 45: Usage of leading pizza restaurant chains, by presence of children, July 2009
Pizza Restaurant Usage—Race and Ethnicity
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- Key points
- Pizza restaurant usage by race/ethnicity
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- Figure 46: Top pizza restaurant usage, by race/ethnicity, October 2007-December 2008
- Acculturated versus non-acculturated Hispanics
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- Figure 47: Top pizza restaurant Hispanic usage, by degree of English spoken in home, October 2007-December 2008
Pizza Restaurant Usage and Kids
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- Key points
- Parents often bring kids out for pizza
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- Figure 48: Likelihood of children going with parents to pizza, family, and casual restaurants, July 2009
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- Figure 49: Likelihood of children going with parents to pizza restaurants, by selected demographics, July 2009
Pizza Restaurant Decision Influencers
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- Key points
- Price, proximity and coupons drive use
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- Figure 50: Pizza restaurant influencers, by gender, July 2009
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- Figure 51: Pizza restaurant influencers, by age, July 2009
Pizza Restaurants: Reasons Consumers Choose Them
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- Key points
- Competitive analysis: Pizza, family, and casual restaurants
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- Figure 52: Reasons consumers eat out at pizza, family, and casual restaurants, July 2009
- Demographic analysis: Reasons consumers eat out at pizza restaurants
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- Figure 53: Reasons consumers eat out at pizza restaurants, by age, July 2009
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- Figure 54: Reasons consumers eat out at pizza restaurants, by HH income, July 2009
Pizza Restaurants: Usage by Daypart
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- Key points
- Opportunity for continued daypart expansion
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- Figure 55: Restaurant mealtimes, by segment, July 2009
- Figure 56: Pizza restaurant mealtimes, by gender, July 2009
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- Figure 57: Pizza restaurant mealtimes, by age, July 2009
Custom Consumer Tables: The Dad Factor
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- Figure 58: Usage of restaurant segments in the past three months, by gender and presence of children, July 2009
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- Figure 59: Pizza restaurant delivery, pick-up, and dine-in purchases, by gender and presence of children, July 2009
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- Figure 60: Reasons consumers eat out at pizza restaurants, by gender and presence of children, July 2009
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- Figure 61: Pizza restaurant mealtimes, by gender and presence of children, July 2009
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- Figure 62: Usage of leading pizza restaurant chains, by gender and presence of children, July 2009
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Cluster Analysis
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- Pizza Prompts
- Pizza Pros
- Pizza Ploppers
- Cluster characteristics
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- Figure 63: Pizza restaurants, July 2009
- Figure 64: Pizza restaurant spend compared to last year, by pizza clusters, July 2009
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- Figure 65: Pizza restaurant influencers, by pizza clusters, July 2009
- Figure 66: Reasons consumers eat out at pizza, family, and casual restaurants, by pizza clusters, July 2009
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- Figure 67: Restaurant mealtimes, by pizza clusters, July 2009
- Figure 68: Pizza restaurant delivery, pick-up, and dine-in purchases, by pizza clusters, July 2009
- Cluster demographics
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- Figure 69: Pizza clusters, by gender, July 2009
- Figure 70: Pizza clusters, by age, July 2009
- Figure 71: Pizza clusters, by HH income, July 2009
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- Figure 72: Pizza clusters, by race, July 2009
- Figure 73: Pizza clusters, by Hispanic origin, July 2009
- Cluster methodology
Appendix: Trade Associations
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