Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- A lack of loyalty among pizza chains
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- Figure 1: Pizza Chain NPS, Among chain visitors, June 2016
- Consumers crave healthy sides
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- Figure 2: Interest in healthy options at pizza restaurants, June 2016
- The opportunities
- Pizza ingredients move beyond the basics
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- Figure 3: Number of pizza ingredients across restaurant segments, Q2 2015-Q2 2016
- A wealth of options for the same result
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- Figure 4: Methods for ordering pizza, June 2016
- Parents value convenience and experience
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- Figure 5: Motivators for visiting a pizza restaurant, by parents versus nonparents, June 2016
- What it means
The Market – What You Need to Know
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- Fast casuals drive new innovation
- Millennial culture values pizza
- The freezer section diversifies
Market Perspective
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- Fast casual pizza chains and innovation
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- Figure 6: Number of pizza ingredients across restaurant segments, Q2 2015 – Q2 2016
- Retail pizza competition
Market Factors
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- Millennials love pizza
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- Figure 7: Casual dining restaurants visitation, by restaurant cuisine type, by millennials, high frequency visitation (one to three times a week or more), August 2016
- The delivery space is getting more competitive
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- Figure 8: Third Party Delivery Usage Frequency, June 2016
Key Trends – What You Need to Know
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- Alternative pizza trends
- Transparency in the kitchen
- International pizza
What’s Working?
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- Pizza customization
- The open-kitchen experience
- Pizza for brunch
- Regional pizza styles move beyond their core
What’s Next?
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- Delivery 2.0
- International influence blends into pizza creations
- Preparation innovation creates new pizza opportunities
MMI Data
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- Preparation methods
- Pizza toppings diversify
- Pizza claims
ePerformance
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- What is ePerformance?
- ePerformance and the pizza industry
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- Figure 9: Number of email campaigns, September 1, 2016-October 18, 2016
- Pizza chain analysis
- Pizza Hut focuses on timely events
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- Figure 10: Pizza Hut Company Email September 25, 2016 “The Dinner Debate has been settled”
- Figure 11: Pizza Hut company email October 9, 2016 “Land Of the Free…Sides”
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- Figure 12: Pizza Hut Company Email October 8,2016 “Good job being born. Time to celebrate”
- Papa John’s and football
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- Figure 13: Papa John’s Company Email October 10, 2016 “50% Off TODAY for Monday Night Football!”
- Domino’s takes a personal approach
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- Figure 14: Domino’s Company Email October 10, 2016 “Dom is awaiting your voice order!”
- Figure 15: Domino’s Company Email October 8, 2016 “Welcome to Domino's email!
The Consumer – What You Need to Know
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- Consumers still leverage traditional methods to order pizza
- Looking beyond pizza
- Women visit independent pizza restaurant at a greater rate
Restaurant Visitation
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- Pizza Hut leads in overall visitation
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- Figure 16: Pizza restaurant visitation, June 2016
- Women and high-income consumers are more likely to visit independent, local pizza restaurants
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- Figure 17: Pizza restaurant visitation, by gender, June 2016
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- Figure 18: Independent Pizza Restaurant visitation, by income, June 2016
- Childhood nostalgia towards pizza
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- Figure 19: Pizza restaurant visitation, by age, June 2016
- Parents with three or more children are more likely to visit pizza chains
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- Figure 20: Pizza restaurant visitation, by parents versus nonparents, June 2016
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- Figure 21: Pizza restaurant visitation, by number of children in household, June 2016
- Midwest lacks strong pizza chain loyalty
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- Figure 22: Pizza Restaurant visitation, by region, June 2016
Pizza Chain Loyalty
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- Net promoter score definition
- Premium and unique pizza experiences create higher loyalty
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- Figure 23: Pizza Chain NPS, Among chain visitors, June 2016
- Men and parents show a stronger loyalty to pizza chains
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- Figure 24: Pizza Chain NPS, Among chain visitors, by gender, June 2016
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- Figure 25: Pizza Chain NPS, Among chain visitors, by parents versus nonparents, June 2016
- What it means
Pizza Ordering and Delivery
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- Traditional methods for ordering pizza remain popular
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- Figure 26: Methods for ordering pizza, June 2016
- iGens and Millennials enjoy having options for ordering pizza
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- Figure 27: Methods for ordering pizza, by generation, June 2016
- Parents value online ordering
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- Figure 28: Methods for ordering pizza, by parents versus nonparents, June 2016
Satisfaction with Pizza Chains
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- Methodology
- Overall satisfaction with pizza chains
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- Figure 29: Key drivers of satisfaction with pizza chains, June 2016
- A focus beyond the pizza
- Pizza Hut
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- Figure 30: Key drivers of satisfaction with Pizza Hut, June 2016
- Domino’s
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- Figure 31: Key drivers of satisfaction with Domino’s, June 2016
- Papa John’s
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- Figure 32: Key drivers of satisfaction with Papa John’s, June 2016
Pizza Restaurant Motivators
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- Coupons and recommendations lead as visitation motivators
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- Figure 33: Motivators for pizza restaurant visitation, June 2016
- Women prefer coupons over men
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- Figure 34: Motivation to visit a restaurant that offers coupons, by gender, June 2016
- 55+ consumers place an increased value on recommendations
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- Figure 35: Motivators for pizza restaurant visitation, by age, June 2016
- The pizza experience plays a role in visitation for younger consumers and parents
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- Figure 36: Motivators for visiting a pizza restaurant, by age, June 2016
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- Figure 37: Motivators for visiting a pizza restaurant, by parents versus nonparents, June 2016
- Craft beer is a nice to have, but there’s increased interest from Millennials and Men
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- Figure 38: Craft Beer as a visitation motivator, by Generation and Gender, June 2016
Health on the Menu
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- Veggies on the side
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- Figure 39: Interest in healthy options at pizza restaurants, June 2016
- Women show an increased interest in health from a beverage perspective
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- Figure 40: Interest in healthy options at pizza restaurants, by gender, June 2016
- Older consumers show less concern towards health as a factor when ordering pizza
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- Figure 41: Interest in healthy beverages at pizza restaurants, by generation, June 2016
- Premium pizza experiences correlate with healthy offerings
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- Figure 42: Interest in healthy ingredients, by restaurant, June 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Mintel Menu Insights
- Abbreviations and terms
- Abbreviations
Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 43: Overall satisfaction with pizza chains — Key driver output, June 2016
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- Figure 44: Level of satisfaction with Pizza Hut—key driver output, June 2016
- Figure 45: Level of satisfaction with Domino’s—key driver output, June 2016
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- Figure 46: Level of satisfaction with Papa John’s—key driver output, June 2016
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