The Pizza Market in the U.S.: Foodservice and Retail

  • September 2012
  • -
  • Packaged Facts
  • -
  • 186 pages

Data from a Packaged Facts August 2012 survey show that 97% of U.S. adults eat pizza, and about 93% have gotten food from a pizza restaurant in the past 12 months. These levels of penetration both underscore how many people enjoy pizza and suggest the difficulty in growing this commoditized market. On the restaurant side, pizza restaurants are losing share to other restaurant cuisine formats, major pizza chains have continued to grow sales. On the retail side, private label continues to grow sales—and steal share—in each of three mass-market pizza segments (frozen pizza, pizza products, and refrigerated pizza). On store shelves, category growth is bubbling up from the bottom: Among the top 12 frozen pizza manufacturers, significant growth has come only from boutique companies Newman’s Own and Amy’s Kitchen. However, a handful of recent brand lines from the frozen pizza giants are bucking the trend. And Packaged Facts analysis suggests that consumers will support the growth of value and premium offerings.



The Pizza Market in the U.S.: Foodservice and Retail shows a clear food consumption trend toward healthier options and home-based cost savings, at the expense of pizza. The main message to pizza purveyors is evident: enhance the overall healthfulness of your pizza, and experiment with options providing more clear-cut healthfulness without sacrificing taste. But menu trends reveal a wealth of cuisine-driven growth opportunities:

  • Push more mileage out of fusion cuisine.

  • Use pizza to mainstream a wider variety of leaner proteins.

  • Leverage vegetable variety.

  • Up the sophistication ante through premium and more exotic natural cheeses and sauce experimentation.

  • Exploit the on-the-go innovation potential of the breakfast daypart.


Report Scope and Methodology



The Pizza Market in the U.S.: Foodservice and Retail fully analyzes and tabulates the industry and consumer trends that are shaping the U.S. pizza market. Scope of analysis includes pizza solid at restaurants, with an emphasis on the full-service and limited-service establishments, and at retail, with an emphasis on frozen pizza. This report presents U.S. pizza restaurant market sizing and forecasts segmented by sales at 1) full-service restaurants and 2) limited-service eating places. Our U.S. retail pizza market size and forecast is segmented by sales of 1) frozen pizza and 2) refrigerated pizza (each at grocery/supermarkets, mass merchandisers, drug stores, supercenters, dollar stores, club stores and specialty stores).



Mass-market (food, drug, and mass merchandisers other than Walmart) retail manufacturer and brand sales are presented based on dollar sales during the 52-week period ending July 8, 2012, as compiled by SymphonyIRI. This analysis is comprised of three segments: frozen pizza, refrigerated pizza, and pizza products, as well as their respective sub-segments. This report also includes extensive analysis of consumer demographics, attitudes and behaviors as relate to the pizza industry, as derived from Experian Simmons national consumer surveys. In addition, The Pizza Market in the U.S. features an extensive and exclusive analysis of Packaged Facts’ August 2012 proprietary pizza survey (with 2,000 respondents) commissioned exclusively for this report. Report Coverage



Report coverage also includes:



Usage penetration, usage frequency, and usage share among 10 pizza procurement sources/types consumption trends in 17 foods/food types, including restaurant pizza, frozen pizza, fresh/refrigerated pizza, healthy food, home cooked meals, and leftovers.



Pizza menu trends, focusing on menu item penetration and menu item incidence by restaurant segment, including top proteins, ingredients, cheeses, sauces, varieties, kids’ menus, and health marketing claims.



Factors driving the restaurant pizza purchase decision, including (ranked) pizza ordering influencers; restaurant pizza eating rationales; choice of eating participants; over eating, use of promotions; and healthy option awareness.



Pizza restaurant delivery/pickup versus dine in; pizza chain usage versus independent pizza and non-pizza restaurant usage; items ordered from the menu; how delivery/pickup versus dine in affects the order.



What motivates consumers to eat more pizza, including healthier pizza, personal size pizza, on-the-go options, international/ethnic pizza options, and gluten–free pizza options.



Frozen pizza sales and product trends among Nestlé, Schwan and General Mills



Analysis of seven leading pizza restaurant chains (California Pizza Kitche, Domino’s Pizza, Little Caesars Pizza, Papa John’s, Papa Murphy’s, and Pizza Hut), including menu, promotion, technology, guest traffic, and other demographic trends; customer mobile phone engagement, custom food segmentation engagement, and selected sales information.

Table Of Contents

Chapter 1: Executive Summary

Scope and Methodology

Report Scope

Report resource summary

Report summary

Market Size and Segmentation: Pizza at Foodservice and Retail

Summary analysis

The restaurant side

The retail side

Pizza Use by Channel and Type

Summary analysis

Food Consumption and Migration Trends: Placing Pizza in Context

Summary analysis

Pizza on the Menu: Menu Trend Analysis

Summary analysis

Restaurant Pizza Purchase Decision and Eating Experience

Summary analysis

Delivery v. Pickup, Chain v. Independent and Menu Item Ordering

Summary analysis

Pizza Uptake Motivators

Summary analysis

Retail Pizza Manufacturer, Brand and New Product Analysis

Summary analysis

Nestle USA

Schwan

General Mills

Pizza Restaurant Brand Analysis

California Pizza Kitchen

Menu buzz

Healthier introductions

Customer traffic and demographic trends

Domino’s

Innovation and activity

Artisan Pizza promises quality; provides upselling ammunition

New menu introduction analysis

Customer segmentation by mobile device interaction

Key consumer groups

2009-2012 Guest traffic frequency analysis

Little Caesars Pizza

New menu introduction analysis

Promotional activity

Technology innovation

Key consumer groups

2008-2012 Guest traffic frequency analysis

Papa John’s

Branding that reflects quality positioning

Strategy paying off

Innovation and activity

New menu introduction analysis

Promotional activity

Technology innovation

Customer segmentation by mobile device interaction

Key consumer groups

Attracting highly engaged women

2008-2012 Guest traffic frequency analysis: positive momentum

Papa Murphy’s

New menu introduction analysis

Mobile marketing strategy

Customer segmentation by mobile device interaction

The Papa Murphy’s Consumer

2008-2012 Guest traffic frequency analysis

Customer segmentation by food lifestyle

Pizza Hut

New menu introduction and promotion analysis

Mobile reach

Key consumer groups

2008-2012 Guest traffic frequency analysis




Chapter 2: Market Size and Forecast

Market size and forecast

Forecast summary

Restaurant pizza market size and forecast

Graph 2-1: Restaurant Pizza Market Size and Forecast, 2007-2014

Full-service pizza restaurant sales growth outpaces limited-service segment

Graph 2-2: Full-Service and Limited-Service Restaurant Pizza Market Size and Forecast, 2007-2014

Declining share of restaurant sales

Table 2-1: Pizza Restaurants: Share of Restaurant Sales, by Segment, 2010-2012

Largest pizza chains eke out growth

At smaller competitors’ expense?

Table 2-2: Top 10 Pizza Restaurant Chains, Systemwide Sales: 2009-2011

Retail pizza market size and forecast

Graph 2-3: Retail Pizza Market Size and Forecast, 2007-2014

Frozen pizza sales hitting a wall

Graph 2-4: Retail Pizza Market Size and Forecast, Frozen and Refrigerated Segments, 2007-2014

CPG pizza sales at FDMx trending downward

Table 2-3: CPG Pizza Sales: Frozen Pizza, Refrigerated Pizza and Pizza Products, by Category, 2011-2012

Private label grows sales, takes share

Table 2-4: CPG Pizza Sales, Private Label Share, by Category, 2011-2012

Table 2-5: CPG Pizza Sales, Private Label Share, by Category, 2011-2012

Retail frozen pizza manufacturer share

Nestle reigns, but share at Nestle and Schwan dips

Table 2-6: Top 12 Frozen Pizza Manufacturer Sales, 2011-2012

Major brands in decline; growth coming from the bottom

Table 2-7: Top 15 Frozen Pizza Brand Sales, 2011-2012

Retail frozen pizza brands: company share

Retail frozen pizza brands: company share

Table 2-8: Sweet 16 Frozen Pizza Brands: Sales, Sales Share,

Parent Company Sales Share, 2012

On the fast track: frozen pizza brand growth leaders

Table 2-9: Sweet 16 Frozen Pizza Growth Brands and Line Extensions: Sales and Sales Growth, 2012

Growth does not discriminate on price

Room for value and premium growth

Table 2-10: Sweet 16 Frozen Pizza Growth Brands and Line Extensions:

Sales, Sales Growth and Unit Pricing, 2012




Chapter 3: Pizza Use by Channel and Type

Introduction

Universally accepted

Near universal use of pizza restaurants

Pizza usage penetration and population universe

Higher usage penetration among restaurant dine in and delivery than frozen pizza

Table 3-1: Pizza Usage Penetration and Population Universe, by Distribution Channel/Pizza Type

Takeout/delivery option used most frequently

More than half of all pizzas are takeout/delivery or frozen

Table 3-2: Pizza Usage Frequency, Pizzas Eaten and Usage Share, by Distribution Channel/Pizza Type

Gender analysis: women tilt to home-based pizza sources/types

Table 3-3: Pizza Usage and Usage, by Distribution Channel/Pizza Type:

Gender Analysis

Age analysis: Prepared foods relationship to the supermarket basket

Table 3-4: Pizza Usage and Usage, by Distribution Channel/Pizza Type: Age Analysis

HH income

Table 3-5: Pizza Usage and Usage, by Distribution Channel/Pizza Type: HH Income Analysis

Presence of children

Table 3-6: Pizza Usage and Usage, by Distribution Channel/Pizza Type: Presence of Children

Population density

Table 3-7: Pizza Usage and Usage, by Distribution Channel/Pizza Type: Population Density




Chapter 4: Food Consumption and Migration Trends: Placing Pizza in Context

Introduction

Trend toward healthier options and away from pizza

Message to pizza purveyors

Graph 4-1: Food Consumption Trends: Eating More, Same and Less

A question of relevance

Restaurant pizza, home cooked meals, leftovers highly relevant

Prepared foods, Hispanic/Latino foods afresh/refrigerated pizza least relevant

Graph 4-2: Food Consumption Trends: Consumer Relevance

Netting it out

Net positive: foods with healthier profiles; net negative: pizza, pizza and pizza

Graph 4-3: Food Consumption Trends: Momentum Analysis

Restaurant pizza: net negative, with exception of youth

Table 4-1: Food Consumption Trends: Eating More Restaurant Pizza: Demographic Assessment

Frozen pizza trend more dire: net negative among all analyzed demographics

Table 4-2: Food Consumption Trends: Eating More Frozen Pizza: Demographic Assessment

Refrigerated pizza: net negative, even among core users

Table 4-3: Food Consumption Trends: Eating More Fresh/Refrigerated Pizza: Demographic Assessment




Chapter 5 The Consumer: Pizza Menu Trends and Retail New Products

Overview

Pizza on more than a third of restaurant menus

Table 5-1: Pizza on the Menu: Restaurant Penetration, by Segment, 2012

But a downward trend is afoot

Table 5-2: Pizza on the Menu: Restaurant Penetration, 2008-2012

Pizza crosses cuisines

Table 5-3: Pizza on the Menu: Penetration,

by Restaurant Cuisine Specialty, 2012

Top proteins: high-fat proteins abound, providing opportunity for leaner proteins

Table 5-4: Top Pizza Proteins: Restaurant Penetration by Restaurant Segment, 2012

Vegetables underscore consumer taste variety; untapped potential

Table 5-5: Top Pizza Vegetables and Related Ingredients: Penetration by Restaurant Segment, 2012

Top cheeses: feta, goat, gouda and asiago not just for fine dining

Table 5-6: Top Pizza Cheeses: Restaurant Penetration by Restaurant Segment, 2012

Top sauces: tradition and wholesale borrowing reigns

Table 5-7: Top Pizza Sauces: Restaurant Penetration by Restaurant Segment, 2012

Top varieties

Table 5-8: Top Pizza Varieties: Restaurant Penetration by Restaurant Segment, 2012

Daypart analysis: not just for dinner

Table 5-9: Pizza on the Menu: Restaurant Penetration, by Daypart, 2012

But breakfast pizza experimentation abounds

But not among large chains

Table 5-10: Pizza on the Breakfast Menu: Selected Examples, 2012

Pizza health marketing claims barely dent the menu

Anemic pizza health marketing ties

New frozen pizza product introductions

June 2012: DiGiorno, CPK and Tombstone

May 2012: Kashi Four Cheese Pizza

April 2012: Frozen Naked Pizza and Bold Organics Pizza

April 2012: Udi’s Gluten-Free Frozen Pizza

March 2012: Annie’s Organic-Rising Crust Pizza

New offerings: pizza crust




Chapter 6: Restaurant Pizza Purchase Decision and Eating Experience

Introduction

Pizza Ordering Influencers

Pizza attributes are the strongest draw

But it’s not just about pizza

Graph 6-1: Pizza Ordering Influencers: Ranking Scores, 2012

Gender: tilt marketing messages to emphasize value and convenience

Table 6-1: Pizza Ordering Influencers: Ranking Scores, by Gender, 2012

Age analysis: play up the craving

Table 6-2:: Pizza Ordering Influencers: Ranking Scores, By Age, 2012

HH income analysis

Table 6-3: Pizza Ordering Influencers: Ranking Scores, HH Income, 2012

Race/ethnicity analysis

Table 6-4: Pizza Ordering Influencers: Ranking Scores, By Race/Ethnicity, 2012

Restaurant Pizza Eating Rationales

Community and sharing

Coupons usage opens doors for targeted marketing

Continue to target established routines

When schedules overtake us, send pizza to the rescue

Graph 6-2: Restaurant Pizza Eating Rationales, 2012

Age: community and sharing

Table 6-5: Restaurant Pizza Eating Rationales, By Age, 2012

Table 6-6: Restaurant Pizza Eating Rationales, By HH Income, 2012

Kids: where do we start?

Table 6-7: Restaurant Pizza Eating Rationales, By HH Income, 2012

Eating Participants, Over Eating, Promotions and Healthy Option Awareness

Family and kids trump eating alone

Satisfaction? Yes. Over indulgence? Not really.

Couponing a significant force

Healthy options? Where?

Graph 6-3: Consumer Pizza Restaurant Eating Participants, Over Eating, Promotions and Healthy Option Awareness, 2012

Eating participants

Gender: family differential

Table 6-8: Consumer Pizza Restaurant Eating Participants, By Gender, 2012

Age: time with child-raising years

Table 6-9: Consumer Pizza Restaurant Eating Participants, By Age, 2012

HH Income: family a middle-income sweet spot

Table 6-10: Consumer Pizza Restaurant Eating Participants, By HH Income, 2012

Race/ethnicity

Table 6-11: Consumer Pizza Restaurant Eating Participants, By Race/Ethnicity, 2012

Kids

Table 6-12: Consumer Pizza Restaurant Eating Participants, By Presence of Children in HH, 2012

Over eating, promotions and healthy option awareness

Gender

Table 6-13: Consumer Pizza Restaurant Eating: Over Eating, Promotions and Healthy Option Awareness, By Gender, 2012

Age

Table 6-14: Consumer Pizza Restaurant Eating: Over Eating, Promotions and Healthy Option Awareness, By Gender, 2012

HH income

Table 6-15: Consumer Pizza Restaurant Eating: Over Eating, Promotions and Healthy Option Awareness, By HH Income, 2012




Chapter 7: Delivery v. Pickup, Chain v. Independent and Menu Item Ordering

Introduction

2.5 times more people choose delivery than dining in

Table 7-1: Pizza Procurement: Restaurant v. Takeout/Delivery,

Demographic Assessment, 2012

More takeout/delivery users influenced by “ease of pizza” factors

Table 7-2: Consumer Restaurant Pizza Eating Rationales, by Eat-In v. Takeout/Delivery, 2012

Pizza chains dominate

Table 7-3: Pizza Procurement: Major Pizza Chain, Local Independent Pizza Restaurant, Non-Pizza Restaurant, Demographic Assessment, 2012

Eating on site more likely at local independents and on-pizza restaurants

Table 7-4: Pizza Procurement: Major Pizza Chain, Local Independent Pizza Restaurant and Non-Pizza Restaurant, by Eat-In v. Takeout/Delivery, 2012

So, what did you order at the pizza restaurant?

Non-pizza entrees, in aggregate, contribute strongly to order

Salad: the healthy holdout

Drinks, please

Graph 7-1: Food and Drink Ordered During Last Visit to Pizza Restaurant, 2012

Larger orders: younger patrons

Table 7-5: Food and Drink Ordered During Last Visit to Pizza Restaurant, by Age, 2012

HH Income

Table 7-6: Food and Drink Ordered During Last Visit to Pizza Restaurant, by HH Income, 2012

Race/ethnicity

Table 7-7: Food and Drink Ordered During Last Visit to Pizza Restaurant, by Race/Ethnicity, 2012

Menu ordering: Eating at restaurant v. takeout/delivery

Table 7-8: Food and Drink Ordered During Last Visit to Pizza Restaurant, by Eat-In v. Takeout/Delivery, 2012




Chapter 8: Pizza Uptake Motivators

Introduction

Summary analysis

Healthier pizza needed to increase usage

Personal size

On-the-go convenience

An international/ethnic twist

But a hard sell to some

Graph 8-1: Motivators to Eat Pizza More Often, 2012

Gender

Table 8-1: Motivators to Eat Pizza More Often, by Gender, 2012

Age: experiment with youth

Table 8-2: Motivators to Eat Pizza More Often, by Age, 2012

HH Income: health hits higher notes

Table 8-3: Motivators to Eat Pizza More Often, by HH Income, 2012

Race/ethnicity

Table 8-4: Motivators to Eat Pizza More Often, by Race/Ethnicity, 2012

Healthy foods and home cooked meals: trends on the rise

Graph 8-2: Food Consumption Trends: Eating More, Same and Less

Significant effect on pizza uptake motivators

More healthful eating translates to healthy pizza motivation

Less healthy eating translates to personal size and on-the-go pizza motivation

Table 8-5: Food Consumption Trends: Eating More, Same and Less:

Motivators to Eat Pizza More Often

Introduction

Summary analysis

Nestle USA




Chapter 9: Retail Pizza Manufacturer, Brand and New Product Analysis

Schwan

General Mills

Frozen pizza long-term trend: positive; short-term trend: negative

Table 9-1: HH Frozen Pizza Eating and Eating Frequency, 2006-2012

Brand usage trending

DiGiorno strengthens brand leadership

Table 9-2: HH Frozen Pizza Brand Penetration and Engagement, 2006-2012

Nestle USA, Inc.

Company Overview

Kraft acquisition consolidates pizza supremacy

King of pizza sales

Superpremium taking a bigger hit

DiGiorno remains jewel in the pizza crown

Table 9-3: Nestle Frozen Pizza Sales, by Brand and Line Extension, 2011-2012

Brand by brand

DiGiorno consumer usage drivers

High-frequency engagement driven by 18-34s, blacks, and andlt;$50K households

Table 9-4: DiGiorno Frozen Pizza: Key Users and High-Frequency Users

New offerings

Recession aids DiGiorno’s fight with pizza chains

Advertising makes targeting of pizza chains crystal clear

Going after sports

Tombstone

Tombstone consumer usage foundation

High-frequency engagement underscores importance of lower incomes and black consumers

Table 9-5: Tombstone Frozen Pizza Use and High-Frequency Use: Key Users

New offerings

Stouffer’s and Stouffer’s Lean Cuisine

California Pizza Kitchen: suffering from neglect or the recession?

Jack’s Pizza virtually unchanged

Usage patterns change significantly according to frequency of use

General engagement driven by 18-34s, households with kids, middle-income bracket and region

High-frequency engagement dispersed across many groups

Table 9-6: Jack’s Frozen Pizza Use and High-Frequency Use: Key Users

The Schwan Food Company

Pizza-centricity

Table 9-7: Schwan Frozen Pizza Sales, by Brand and Line Extension, 2011-2012

Red Baron

Freschetta

Promotions

Tony’s

LiveSmart Schools

Villa Prima

General Mills

Totino’s

On-the-go innovation

Promotional activity

Introduction

California Pizza Kitchen

Company overview

Restaurant snapshot

Menu overview




Chapter 10: Pizza Restaurant Brand Analysis

Marketing and brand activity

Innovation and activity

Menu innovation

Healthier introductions

New dessert Strawberry Shortcake

Natural Chicken and Gluten-Free Crust

Cutting what doesn’t work

Table 10-1: California Pizza Kitchen New Offerings: XXX

Promotional activity

Facebook fans get a “thank you”

Gift cards

Alabama tornado relief

Technology innovation

CPK attracts Mobile Professionals

Graph 10-1: California Pizza Kitchen Usage Frequency Mobile Segmentation Analysis

The California Pizza Kitchen Consumer

Key consumer groups

General “any” use

Engaged users

Table 10-2: California Pizza Kitchen Engagement: Key Users

2008-2012 Guest traffic frequency analysis:

CPK customer attitudes about food

Customer segmentation by food lifestyle

True Foodies

But Variety on a Budget isn’t far behind…

Graph 10-2: California Pizza Kitchen Usage Frequency Food Segmentation Analysis

Domino’s Pizza

Company overview

Menu overview

Growth strategy

Innovation and activity

Menu innovation

Higher quality products timed with well executed promotions

Product reformulation pays huge dividends

Balancing low-price promotions with higher quality introductions

Artisan Pizza promises quality; provides upselling ammunition

Domino’s Smart Slice school lunch program meets USDA school nutrition criteria

New menu introduction analysis

On trend with gluten free

New pizzas, breads and sides making their way onto the menu

Table 10-5: Domino’s New Offerings: Pizza

Sides and apps up the flavor ante

Table 10-6: Domino’s New Offerings: Bread and Sides

Promotional activity

Global Domino’s Day promotion

ShopRunner promotion

Carryout promotion

Cyber Monday

Technology innovation

iPhone app passes $1 million in weekly sales

Domino’s launch Android app

Q2 2012 on track for growth

Customer segmentation by mobile device interaction

A strong connection to highly engaged mobile phone users

Graph 10-3: Domino’s Usage Frequency Mobile Segmentation Analysis

PULSE generating online sales

Call center builds incremental sales

The Domino’s Consumer

Key consumer groups

General “any” use

Engaged users: youth and non-white racial/ethnic groups drive sales

Highly engaged users: HH income becomes much more important

Table 10-7: Domino’s Pizza Engagement: Key Users

2009-2012 Guest traffic frequency analysis

Table 10-8: Domino’s Guest Traffic Trends, 2009-2012

Domino’s delivers to Hispanics

Table 10-9: Domino’s Location and Hispanic Population Analysis

But . . .

Table 10-10: Domino’s Hispanic Guest Traffic Trends, 2009-2012

Customer segmentation by food lifestyle

Graph 10-4: Domino’s Usage Frequency Food Segmentation Analysis

Sales performance

2012 on solid footing

Table 10-11: Domino’s, Selected Metrics, 2007-11

Little Caesars Pizza

Company overview

Menu overview

Brand strategy

Marketing and brand activity

“Pizza! Pizza!” returns

New menu introduction analysis

New varieties of Caesar Wings

Promotional activity

$5 Hot-N-Ready pizza

Crazy Bread during basketball

Crazy Bread during football

Crazy Bread for Veterans Day

Gift card moves

Card Rewards with Discover card

Technology innovation

iPhone app

But the app has its limitations…

Customer segmentation by mobile device interaction

Graph 10-5: Little Caesar’s Usage Frequency Mobile Segmentation Analysis

The Little Caesar’s Consumer

Key consumer groups

General “any” use

Engaged users:

Highly engaged users:

Table 10-12: Little Caesar’s Engagement: Key Users

2008-2012 Guest traffic frequency analysis:

Table 10-13: Little Caesar’s Guest Traffic Trends, 2008-2012

Customer segmentation by food lifestyle

6+ visits a month attracts Variety on a Budget

Graph 10-6: Little Caesar’s Usage Frequency Food Segmentation Analysis

CNN calls Little Caesars a good franchise bet

Merchandise on its website

Papa John’s

Company overview

Restaurant snapshot

Menu overview

Brand strategy

Branding that reflects quality positioning

Strategy paying off

Marketing and brand activity

Loyalty and gift card programs

Innovation and activity

Menu innovation

New menu introduction analysis

Chicken Parmesan Pizza LTO

Buffalo Chicken Pizza LTO

Classic Sausage and Peppers Pizza LTO

Table 10-14: Papa John’s New Offerings: XXX

Pizza combinations flex value positioning

Promotional activity

Advertising matters

“1040” Special for tax day pro-crustinators

Relationship with NFL

NFL and Pepsi

1 Million Pizza NFL Giveaway

Super Bowl XLVI Coin Toss lands on “heads”

Papa John’s offered free pizza if Super Bowl went into overtime

Papa John’s heart-shaped pizza

“Tools for Teacher” 2011 Collection Drive

Celebrates opening 3,000th North American restaurant

Technology innovation

First company to reach $2 billion in online sales

Papa John’s turned to Radware for fast delivery

Android and iPhone app explosion

Online pizza loyalty program

Mixing pizza with politics exposes social media dangers

Customer segmentation by mobile device interaction

Graph 10-7: Papa John’s Usage Frequency Mobile Segmentation Analysis

The Papa John’s Consumer

Key consumer groups

General “any” use

Engaged users: age reversal, racial/ethnic disparity, solidly middle class- and family-driven

Highly engaged users: women?

Table 10-16: Papa John’s Engagement: Key Users

2008-2012 Guest traffic frequency analysis: positive momentum

Table 10-17: Papa John’s Guest Traffic Trends, 2009-2012

Customer segmentation by food lifestyle

6+ visits a month attracts Variety on a Budget

Graph 10-8: Papa John’s Usage Frequency Food Segmentation Analysis

Sales performance

Sales growth trending upward

Unit expansion continues

International growth outpaces domestic growth

Table 10-18: Papa John’s, Selected Metrics, 2009-12

Papa Murphy’s

Company overview

Menu overview

Innovation and activity

Menu innovation

New menu introduction analysis

Mini Murph Make-n-Bake Pizza Kit

Table 10-19: Papa Murphy’s New Offerings: 2011-2012

Table 10-20: Papa Murphy’s New Offerings: 2011

Promotional activity

Tax Day Special

Relay For Life Program

Marketing and brand activity

$35 million ad campaign

Take ‘N Grill Giveaway

Lumberjack Pizza Contest

Technology innovation

Phizzle mobile marketing relationship extended

Redemption rates look promising

Customer segmentation by mobile device interaction

Pragmatic Adopters: engaged users who value brand attributes, not mobile connectivity

Highly engaged Social Connectors and Mobile Professionals differentiate brand

Graph 10-9: Papa Murphy’s Usage Frequency Mobile Segmentation Analysis

The Papa Murphy’s Consumer

General “any” use

Engaged users

Highly engaged users

Table 10-21: Papa Murphy’s Engagement: Key Users

2008-2012 Guest traffic frequency analysis

Table 10-22: Papa Murphy’s Guest Traffic Trends, 2008-2012

Customer segmentation by food lifestyle

Graph 10-10: Papa Murphy’s Usage Frequency Food Lifestyle Segmentation Analysis

Sales performance

Franchise Deals

Pizza Hut

Menu overview

Growth strategy

Franchising model continues to gather steam

Innovation and activity

SuperBowl Sunday a Bonanza

Menu innovation

New menu introduction and promotion analysis

P’Zolo takes aim at subs

Subway Takeover promotion drives home message

Pizza crusts and breads making way onto menu

Ultimate Cheese Lover’s Pizza Deal

Ultimate Stuffed Crust Pizza

Cheesy Bites introduction gets a supporting cast of characters

Table 10-23: Pizza Hut New Offerings: Pizza, Sandwiches and Bread

Spreading the wealth with family deals

Big Dinner Box promotion and Red Roof Wednesday

GameStop tie-in

$10 Any Pizza Deal

Table 10-24: Pizza Hut New Offerings: Family Meals and $10 Deals

Promotional activity

Tim Tebow partnered with BOOK IT!

P’Zone Promotion

Pizza Hut Partners with Zynga to Benefit Hunger Relief

Technology innovation

Pizza Hut offers mobile ordering apps

Customer segmentation by mobile device interaction

Drawing from Mobile Generation and Social Connectors

Graph 10-11: [Company] Usage Frequency Mobile Segmentation Analysis

The Pizza Hut Consumer

Key consumer groups

General “any” use: youth, region, and race

Engaged users: youth, region, and race

Highly engaged users: HH income adds a twist

Table 10-25: Pizza Hut Engagement: Key Users

2008-2012 Guest traffic frequency analysis

Table 10-26: Pizza Hut Guest Traffic Trends, 2008-2012

Customer segmentation by food lifestyle

Engaged users

Highly engaged users

Graph 10-12: Pizza Hut Usage Frequency Food Segmentation Analysis

Methodology

Consumer survey methodology

Market size and forecast




Appendix

Retail pizza manufacturer and brand sales

Menu item trend analysis

Report table interpretation

Consumer engagement

Pizza restaurants

Frozen pizza

Terms and definitions

Supermarkets

Restaurant categories

Limited-service restaurant definitions

Full-service restaurant definitions

Other definitions

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