1. Pizza in the US
The Pizza Analysis
Industry & Consumer
Stephen Reyes, 1/6/2016
2. Pizza Analysis - Worldwide
North America
accounts for nearly
$46 billion in pizza
sales, or roughly 33%
of the global market
3. Pizza Analysis –US Sales
US Pizza Sales
Represent about
84% of North
America sales, or
about 28% of global
market
Share of Sales
Top Ten Pizza Chains*
44%
Other Pizza Chains*
17%
Independents
39%
*A chain is defined
as a brand of
restaurants with 10
or more units
4. Pizza Analysis –US Locations
Florida has 2.29
stores per 10k
people (about
4,367 people
per store)
Florida has 4,558
locations, or about
6% of US pizza
stores
Of those 4,558
locations, 52%
(or about 2,370)
are independents
Top Ten Pizza Chains – 34%
Other Pizza Chains – 14%
Independents – 52%
5. Pizza Analysis – US & Pizza
350 slices of pizza are eaten by Americans every second
93% of Americans eat a minimum of one pizza per month
6. Pizza Analysis: The Consumer
• Who do you believe is the typical pizza
consumer in the US?
– Age?
– Hobbies?
– Gender?
– Preferences?
– Buying Behaviors?
7. Pizza Analysis: Trends and Preferences
“Pizza Lovers in America 2015:
Unexpected Findings From a
Generational Look at Pizza Trends”
• Study that identified 1,004
pizza lovers
–Someone over age 18
who buys pizza at a
grocery store and eats
pizza at a restaurant at
least once per month
8. Pizza Analysis – Population Findings
• For the first time in American history, there are four
generations of adults shopping, buying and consuming
pizza bought from retailers and via restaurants. The four
generations in the marketplace include:
– Millennials (aka Gen Y) – Born 1977 to 1995 (ages 20 to
38)
– Generation X – Born 1965 to 1976 (ages 39 to 50)
– Baby Boomers – Born 1946 to 1964 (ages 51 to 69)
– Traditionalists – Born 1945 and before (ages 70+)
Millennials are likely to outspend Baby
Boomers as soon as 2017
12. Pizza Analysis – Fast Facts
• 35% of Americans both go out for pizza and buy frozen
pizza at the store every month
• Over 6 million adults (8% of pizza lovers) would give up sex
for one year before giving up pizza
• 72% of pizza lovers - and 77% of Millennials overall - think
it’s completely acceptable to eat pizza for breakfast and
dinner on the same day
• 53% of pizza lovers are
ages 25 to 44. Only 8% are
65 or older
• 68% of ALL pizza lovers
exercise two or more times
per week
13. Pizza Analysis – Pizza Romance
73% of pizza lovers say that pizza and movies are the
“perfect” date night. That number is even higher— at 80%—
when it comes to Millennials
14. Pizza Analysis – Conscious Consumers
• 79% of pizza lovers say the
quality of toppings is very
important to them
• 60% of pizza lovers try to
avoid pizza with unhealthy
ingredients
• 33% of pizza lovers say the
availability of gluten-free
pizza is important when
deciding where to go out
for pizza
15. Pizza Analysis – Beverage Preference
78% of pizza lovers order a
soft drink with their pizza.
However, having an alcoholic
beverage with pizza was higher
among Millennials than among
the other generations
Only 30% order an alcoholic
beverage
17. Pizza Analysis – Population
Trends
• Hispanic population is
predicted to grow by nearly
27% between 2009 and
2019, and Hispanic
households will have more
kids
• Lucky for us, as Ad Age
reported in 2014, Hispanic
consumers “are more likely
to choose pizza when they
go out for fast food as
compared to the general
market.”
18. Pizza Analysis – Online Loyalty
Customers who have placed an online order visit the
restaurant 67% more frequently than customers who
haven’t
19. Pizza Analysis – Foodies
A 2013 study by
advertising firm BBDO
found that nearly 50% of
millennials call
themselves “foodies”
37% of pizza lovers have
taken a photo of pizza
and posted it online
54% of millennials have
taken a photo of pizza
and posted it online
20. Pizza Analysis – Greater Good
• 7 in 10 young adults consider
themselves “social activists,” and
75% believe corporations should
create economic value for society
by supporting worthy causes
• In a 2014 Technomic study,
63% of all consumers said
they would more likely eat
at a restaurant they view as
socially conscious. They
tend to value safe working
conditions for employees,
recycling programs and
reduction of food waste
21. Pizza Analysis – The Fast Casual Boom
• Fast casual restaurant segment
has expanded 550% since 1999
and raked in $30 billion in sales in
2014
• Fast Casual - Media observers say
fast-casual is mostly about fresher,
better ingredients, a higher degree
of customization and a higher
price point (ranging from $9 to
$13 per check compared to an
average ticket of $5 or less for fast
food)
22. Pizza Analysis – Some Key Insights
• Pizza industry is growing, especially fast casual segment
• The face of the pizza lover in America is not what one would first
assume
• Millennials are the next big market and they will determine the
vast majority of consumer preferences and trends for the
foreseeable future
• Digital engagement is immensely important, for both
interactions and transactions with your brand
• Social activism, employee welfare, and sustainability are
important to all consumers, but especially millennials
• Hispanics are fastest growing minority in US, have bigger
families, and love pizza as their faster food option
• Most noted preferences: natural ingredients, customizable,
healthy options (especially gluten-free), corporate social
responsibility, digital and mobile ordering
• Florida is dominated by independent pizza chains and has an
average amount of pizza restaurants per capita (average
amount of competition)
23. The End
Questions?
Comments?
Sources
• “The 2016 Pizza Power Report:A state-of-the-industry analysis,” December 2015 By PMQ (Pizza
Magazine Quarterly)
• “Pizza Lovers in America 2015: Unexpected Findings From a Generational Look at Pizza Trends,” June
2015 By Smart Flour Foods and The Center for Generational Kinetics
• “US Top 100 2015, Top 100 Pizza Segment Analysis,” June 2015 By National Restaurant News
• “Get A Bigger piece Of The Pie [infographic],” April 2015 By Pizza Marketplace
