Value is the Name of the Pizza GameValue is the Name of the Pizza Game
February 15, 2012
CHICAGOAs competitive as the pizza biz isand as rocky as the economy has beenrestaurants specializing in cheesy pies are doing just fine, according to the "Pizza Restaurants" report from Mintel. One reason pizza restaurants have managed to stay afloat is by focusing on value. According to the report, the average price for pizza has risen only 1% in the past three years. Increasing the price of other menu items helps compensate for lower pizza prices.
The competitive nature of the pizza industry keeps the leading companies on their toes," notes Eric Giandelone, foodservice director at Mintel. Menu innovation, thoughtful pricing and national promotions aimed at value have been driving sales in the past several years and are expected to continue in the future."
Other pizza-related findings from the report show that more than 80% of respondents agree that convenient location, price, speed of service and pizza variety are the four most important factors in determining where they'll pick up their next pie.
As for what kinds of pizza consumers are looking for, Mintel shares the following stats: "At 38%, thin crust is the most-preferred crust among pizza restaurant-goers. Pan-style and thick crust are nearly even as the second favorite crust types (20% and 19%, respectively). When it comes to toppings, pepperoni is clearly on top at 67%, followed by mushrooms, sausage and onions (53%, 53% and 41%, respectively). Anchovies prove to be a little too fishy for most taste buds, with only 5% of pizza patrons wanting them on their pie."
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