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Pizza Restaurants - US - December 2011

SCOPE AND THEMES
What you need to know
Definitions
Data sources
Sales data
Mintel Menu Insights
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market size—slow but steady growth
Market drivers
Menu Insights analysis—the pizza restaurant menu
Menu Insights analysis—marketing the pizza restaurant menu
Pizza restaurant usage
Important attributes of pizza restaurants
Attitudes toward pizza restaurants
Pizza ordering behavior
Future pizza restaurant development opportunities
INSIGHTS AND OPPORTUNITIES
Unbaked convenience
Figure 1: Pizza restaurant decision influencers, by usage frequency, August 2011
Healthy doses
Figure 2: Top four opportunities for pizza restaurants, by gender, August 2011
Fresh versus homemade
Figure 3: Top five ingredient marketing claims for pizzas at pizza restaurants, by incidence and price, Q3 2008-Q3 2011
INSPIRE INSIGHTS
Trend: Prove It
Trend: The Real Thing
MARKET SIZE AND FORECAST
Key points
Pizza segment looking up
Future growth expected
Figure 4: Total U.S. pizza restaurant sales, at current prices, 2006-16
Figure 5: Total U.S. pizza restaurant sales, at inflation-adjusted prices, 2006-16
Fan chart forecast
Figure 6: Total U.S. pizza restaurant sales and fan chart forecast at current prices, 2006-16
MARKET DRIVERS
Key points
High unemployment causing uncertainty
Figure 7: Incidence of unemployment and underemployment, Jan. 2007-Sept. 2011
Personal income shows no signs of growth
Figure 8: Real disposable personal income, Jan. 2007-Aug. 2011
Consumer confidence reflects uncertainty
Figure 9: Consumer sentiment, March 2007-September 2011
Restaurant performance looks more positive
Figure 10: Restaurant Performance Index, January 2009-July 2011
Weight concerns could affect pizza segment
Figure 11: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
Cheese prices cut into profits
Figure 12: CME block cheddar cheese prices, JANUARY 2009-October 2011
BRAND ANALYSIS
Overview
Figure 13: Top three pizza chains in U.S. systemwide sales, 2009-10
Pizza Hut
Company strategies
Company focus
Domino’s Pizza
Company strengths
Company strategies
Papa John’s Pizza
Company strengths
Company strategies
Pizza Patrón
Company strengths
Company strategies
MENU INSIGHTS ANALYSIS—THE PIZZA RESTAURANT MENU
Key points
Top menu items
Figure 14: Top 10 items on pizza restaurant menus, by incidence, Q3 2008-Q3 2011
Menu pricing
Figure 15: Top 10 items on pizza restaurant menus, by incidence and price, Q3 2008-Q3 2011
Popular pizza types
Figure 16: Top 10 pizza types on pizza restaurant menus, by incidence, Q3 2008-Q3 2011
Top toppings
Figure 17: Top 10 pizza toppings on pizza restaurant menus, by incidence, Q3 2008-Q3 2011
MENU INSIGHTS ANALYSIS—MARKETING THE PIZZA RESTAURANT MENU
Key points
Original and crispy claims gain momentum
Figure 18: Top 10 ingredient marketing claims for pizzas at pizza restaurants, by incidence, Q3 2008-Q3 2011
Figure 19: Top 10 ingredient marketing claims for pizzas at pizza restaurants, by incidence and price, Q3 2008-Q3 2011
MARKETING STRATEGIES
Overview
Television
Pizza Hut
Figure 20: Pizza Hut, Big Dinner Box television ad, 2011
Figure 21: Pizza Hut, $10 any deal ad, 2011
CiCi’s Pizza
Figure 22: CiCi’s Pizza, Work’s piling up ad, 2011
Domino’s
Figure 23: Domino’s, raising the bar ad, 2011
Figure 24: Domino’s, Artisan pizza—try it ad, 2011
Little Caesars
Figure 25: Little Caesars, It’s how we roll ad, 2011
Digital initiatives
Smartphone apps
Company websites
Figure 26: Quantcast.com traffic estimates for papajohns.com, August 2010-July 2011
Figure 27: Quantcast.com traffic estimates for pizzahut.com, April-September 2011
Figure 28: Quantcast.com traffic estimates for papamurphys.com, April-September 2011
Facebook and Twitter
Figure 29: Pizza Hut Facebook page promotion, Nov. 2011
Figure 30: Top pizza restaurant chains by social media index, April 2011
Cause marketing
Game on for Papa John’s
PIZZA RESTAURANT USAGE
Key points
Pizza purchases
Figure 31: Pizza purchases, by age, August 2011
Figure 32: Pizza purchases, by household income, August 2011
Figure 33: Pizza purchases, by presence of children, August 2011
Brand usage
Figure 34: Pizza brand usage, by gender, August 2011
Figure 35: Pizza brand usage, by age, August 2011
Figure 36: Pizza brand usage, by household income, August 2011
Figure 37: Pizza brand usage, by presence of children, August 2011
IMPORTANT ATTRIBUTES OF PIZZA RESTAURANTS
Key points
Decision factors
Figure 38: Pizza restaurant decision influencers, by gender, August 2011
Figure 39: Pizza restaurant decision influencers, by age, August 2011
Figure 40: Pizza restaurant decision influencers, by household income, August 2011
Figure 41: Pizza restaurant decision influencers, by presence of children, August 2011
ATTITUDES TOWARD PIZZA RESTAURANTS
Key points
Telling opinions
Figure 42: Attitudes toward pizza restaurants, by gender, August 2011
Figure 43: Attitudes toward pizza restaurants, by age, August 2011
Figure 44: Attitudes toward pizza restaurants, by household income, August 2011
PIZZA ORDERING BEHAVIOR
Key points
Menu item choices
Figure 45: Pizza ordering behavior, by gender, August 2011
Figure 46: Pizza ordering behavior, by age, August 2011
Figure 47: Pizza ordering behavior, by household income, August 2011
Figure 48: Pizza ordering behavior, by presence of children, August 2011
Crust preferences
Figure 49: Preferred pizza crust type, by gender, August 2011
Figure 50: Preferred pizza crust type, by age, August 2011
Figure 51: Preferred pizza crust type, by race/ethnicity, August 2011
Choice toppings
Figure 52: Toppings ordered with pizza, by age, August 2011
Figure 53: Toppings ordered with pizza, by age, August 2011
Figure 54: Toppings ordered with pizza, by race/ethnicity, August 2011
Figure 55: Toppings ordered with pizza, by household income, August 2011
Figure 56: Toppings ordered with pizza, by presence of children, August 2011
FUTURE PIZZA RESTAURANT DEVELOPMENT OPPORTUNITIES
Key points
Menu desires
Figure 57: Opportunities for pizza restaurants, by gender, August 2011
Figure 58: Opportunities for pizza restaurants, by age, August 2011
Figure 59: Opportunities for pizza restaurants, by household income, August 2011
Figure 60: Opportunities for pizza restaurants, by presence of children, August 2011
CUSTOM CONSUMER GROUPS—LIGHT, MEDIUM AND HEAVY
Location, location, location
Figure 61: Pizza restaurant decision influencers, by usage frequency, August 2011
Health matters, especially to heavy users
Figure 62: Attitudes towards pizza restaurants, by usage frequency, August 2011
Heavy users support variety
Figure 63: Pizza ordering behavior, by usage frequency, August 2011
Figure 64: Opportunities for pizza restaurants, by usage frequency, August 2011
Figure 65: Toppings ordered with pizza, by usage frequency, August 2011
APPENDIX—TRADE ASSOCIATIONS

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