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

  • The Pizza Market in the U.S.: Foodservice and RetailReport Details:Published:September 2012No. of Pages: 186Price: Single User License – US$3995Data from a Packaged Facts August 2012 survey show that 97% of U.S. adults eat pizza, andabout 93% have gotten food from a pizza restaurant in the past 12 months. These levels ofpenetration both underscore how many people enjoy pizza and suggest the difficulty in growingthis commoditized market. On the restaurant side, pizza restaurants are losing share to otherrestaurant 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 pizzasegments (frozen pizza, pizza products, and refrigerated pizza). On store shelves, categorygrowth is bubbling up from the bottom: Among the top 12 frozen pizza manufacturers, significantgrowth has come only from boutique companies Newman’s Own and Amy’s Kitchen. However, ahandful of recent brand lines from the frozen pizza giants are bucking the trend. And PackagedFacts 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 trendtoward healthier options and home-based cost savings, at the expense of pizza. The mainmessage to pizza purveyors is evident: enhance the overall healthfulness of your pizza, andexperiment with options providing more clear-cut healthfulness without sacrificing taste. But menutrends 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 MethodologyThe Pizza Market in the U.S.: Foodservice and Retail fully analyzes and tabulates the industry andconsumer trends that are shaping the U.S. pizza market. Scope of analysis includes pizza solid atrestaurants, 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 andforecasts 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 andbrand 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 alsoincludes extensive analysis of consumer demographics, attitudes and behaviors as relate to thepizza industry, as derived from Experian Simmons national consumer surveys. In addition, ThePizza Market in the U.S. features an extensive and exclusive analysis of Packaged Facts’ August2012 proprietary pizza survey (with 2,000 respondents) commissioned exclusively for this report.Report CoverageReport coverage also includes:Usage penetration, usage frequency, and usage share among 10 pizza procurementsources/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 restaurantsegment, including top proteins, ingredients, cheeses, sauces, varieties, kids’ menus, and healthmarketing claims.Factors driving the restaurant pizza purchase decision, including (ranked) pizza orderinginfluencers; restaurant pizza eating rationales; choice of eating participants; over eating, use ofpromotions; and healthy option awareness.Pizza restaurant delivery/pickup versus dine in; pizza chain usage versus independent pizza andnon-pizza restaurant usage; items ordered from the menu; how delivery/pickup versus dine inaffects 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 MillsAnalysis of seven leading pizza restaurant chains (California Pizza Kitche, Domino’s Pizza, LittleCaesars 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.Get your copy of this report @
  • http://www.reportsnreports.com/reports/195670-the-pizza-market-in-the-us-foodservice-and-retail.htmlMajor points covered in Table of Contents of this report includeTable Of ContentsChapter 1: Executive SummaryScope and MethodologyReport ScopeReport resource summaryReport summaryMarket Size and Segmentation: Pizza at Foodservice and RetailSummary analysisThe restaurant sideThe retail sidePizza Use by Channel & TypeSummary analysisFood Consumption & Migration Trends: Placing Pizza in ContextSummary analysisPizza on the Menu: Menu Trend AnalysisSummary analysisRestaurant Pizza Purchase Decision and Eating ExperienceSummary analysisDelivery v. Pickup, Chain v. Independent & Menu Item OrderingSummary analysisPizza Uptake MotivatorsSummary analysisRetail Pizza Manufacturer, Brand & New Product AnalysisSummary analysisNestlé USASchwanGeneral MillsPizza Restaurant Brand AnalysisCalifornia Pizza KitchenMenu buzzHealthier introductionsCustomer traffic and demographic trendsDomino’sInnovation and activityArtisan Pizza promises quality; provides upselling ammunitionNew menu introduction analysisCustomer segmentation by mobile device interactionKey consumer groups2009-2012 Guest traffic frequency analysis
  • Little Caesars PizzaNew menu introduction analysisPromotional activityTechnology innovationKey consumer groups2008-2012 Guest traffic frequency analysisPapa John’sBranding that reflects quality positioningStrategy paying offInnovation and activityNew menu introduction analysisPromotional activityTechnology innovationCustomer segmentation by mobile device interactionKey consumer groupsAttracting highly engaged women2008-2012 Guest traffic frequency analysis: positive momentumPapa Murphy’sNew menu introduction analysisMobile marketing strategyCustomer segmentation by mobile device interactionThe Papa Murphy’s Consumer2008-2012 Guest traffic frequency analysisCustomer segmentation by food lifestylePizza HutNew menu introduction & promotion analysisMobile reachKey consumer groups2008-2012 Guest traffic frequency analysisChapter 2: Market Size and ForecastMarket size and forecastForecast summaryRestaurant pizza market size and forecastGraph 2-1: Restaurant Pizza Market Size & Forecast, 2007-2014Full-service pizza restaurant sales growth outpaces limited-service segmentGraph 2-2: Full-Service & Limited-Service Restaurant Pizza Market Size & Forecast, 2007-2014Declining share of restaurant salesTable 2-1: Pizza Restaurants: Share of Restaurant Sales, by Segment, 2010-2012Largest pizza chains eke out growthAt smaller competitors’ expense?Table 2-2: Top 10 Pizza Restaurant Chains, Systemwide Sales: 2009-2011
  • Retail pizza market size and forecastGraph 2-3: Retail Pizza Market Size & Forecast, 2007-2014Frozen pizza sales hitting a wallGraph 2-4: Retail Pizza Market Size & Forecast, Frozen & Refrigerated Segments, 2007-2014CPG pizza sales at FDMx trending downwardTable 2-3: CPG Pizza Sales: Frozen Pizza, Refrigerated Pizza & Pizza Products, by Category,2011-2012Private label grows sales, takes shareTable 2-4: CPG Pizza Sales, Private Label Share, by Category, 2011-2012Table 2-5: CPG Pizza Sales, Private Label Share, by Category, 2011-2012Retail frozen pizza manufacturer shareNestlé reigns, but share at Nestlé and Schwan dipsTable 2-6: Top 12 Frozen Pizza Manufacturer Sales, 2011-2012Major brands in decline; growth coming from the bottomTable 2-7: Top 15 Frozen Pizza Brand Sales, 2011-2012Retail frozen pizza brands: company shareRetail frozen pizza brands: company shareTable 2-8: Sweet 16 Frozen Pizza Brands: Sales, Sales Share,Parent Company Sales Share, 2012On the fast track: frozen pizza brand growth leadersTable 2-9: Sweet 16 Frozen Pizza Growth Brands & Line Extensions: Sales & Sales Growth, 2012Growth does not discriminate on priceRoom for value and premium growthTable 2-10: Sweet 16 Frozen Pizza Growth Brands & Line Extensions:Sales, Sales Growth & Unit Pricing, 2012Chapter 3: Pizza Use by Channel & TypeIntroductionUniversally acceptedNear universal use of pizza restaurantsPizza usage penetration and population universeHigher usage penetration among restaurant dine in and delivery than frozen pizzaTable 3-1: Pizza Usage Penetration and Population Universe, by Distribution Channel/Pizza TypeTakeout/delivery option used most frequentlyMore than half of all pizzas are takeout/delivery or frozenTable 3-2: Pizza Usage Frequency, Pizzas Eaten and Usage Share, by Distribution Channel/PizzaTypeGender analysis: women tilt to home-based pizza sources/typesTable 3-3: Pizza Usage & Usage, by Distribution Channel/Pizza Type:Gender AnalysisAge analysis: Prepared foods relationship to the supermarket basketTable 3-4: Pizza Usage & Usage, by Distribution Channel/Pizza Type: Age Analysis
  • HH incomeTable 3-5: Pizza Usage & Usage, by Distribution Channel/Pizza Type: HH Income AnalysisPresence of childrenTable 3-6: Pizza Usage & Usage, by Distribution Channel/Pizza Type: Presence of ChildrenPopulation densityTable 3-7: Pizza Usage & Usage, by Distribution Channel/Pizza Type: Population DensityChapter 4: Food Consumption & Migration Trends: Placing Pizza in ContextIntroductionTrend toward healthier options and away from pizzaMessage to pizza purveyorsGraph 4-1: Food Consumption Trends: Eating More, Same & LessA question of relevanceRestaurant pizza, home cooked meals, leftovers highly relevantPrepared foods, Hispanic/Latino foods afresh/refrigerated pizza least relevantGraph 4-2: Food Consumption Trends: Consumer RelevanceNetting it outNet positive: foods with healthier profiles; net negative: pizza, pizza and pizzaGraph 4-3: Food Consumption Trends: Momentum AnalysisRestaurant pizza: net negative, with exception of youthTable 4-1: Food Consumption Trends: Eating More Restaurant Pizza: Demographic AssessmentFrozen pizza trend more dire: net negative among all analyzed demographicsTable 4-2: Food Consumption Trends: Eating More Frozen Pizza: Demographic AssessmentRefrigerated pizza: net negative, even among core usersTable 4-3: Food Consumption Trends: Eating More Fresh/Refrigerated Pizza: DemographicAssessmentChapter 5 The Consumer: Pizza Menu Trends & Retail New ProductsOverviewPizza on more than a third of restaurant menusTable 5-1: Pizza on the Menu: Restaurant Penetration, by Segment, 2012But a downward trend is afootTable 5-2: Pizza on the Menu: Restaurant Penetration, 2008-2012Pizza crosses cuisinesTable 5-3: Pizza on the Menu: Penetration,by Restaurant Cuisine Specialty, 2012Top proteins: high-fat proteins abound, providing opportunity for leaner proteinsTable 5-4: Top Pizza Proteins: Restaurant Penetration by Restaurant Segment, 2012Vegetables underscore consumer taste variety; untapped potentialTable 5-5: Top Pizza Vegetables & Related Ingredients: Penetration by Restaurant Segment,2012Top cheeses: feta, goat, gouda & asiago not just for fine dining
  • Table 5-6: Top Pizza Cheeses: Restaurant Penetration by Restaurant Segment, 2012Top sauces: tradition and wholesale borrowing reignsTable 5-7: Top Pizza Sauces: Restaurant Penetration by Restaurant Segment, 2012Top varietiesTable 5-8: Top Pizza Varieties: Restaurant Penetration by Restaurant Segment, 2012Daypart analysis: not just for dinnerTable 5-9: Pizza on the Menu: Restaurant Penetration, by Daypart, 2012But breakfast pizza experimentation aboundsBut not among large chainsTable 5-10: Pizza on the Breakfast Menu: Selected Examples, 2012Pizza health marketing claims barely dent the menuAnemic pizza health marketing tiesNew frozen pizza product introductionsJune 2012: DiGiorno, CPK and TombstoneMay 2012: Kashi Four Cheese PizzaApril 2012: Frozen Naked Pizza & Bold Organics PizzaApril 2012: Udi’s Gluten-Free Frozen PizzaMarch 2012: Annie’s Organic-Rising Crust PizzaNew offerings: pizza crustChapter 6: Restaurant Pizza Purchase Decision and Eating ExperienceIntroductionPizza Ordering InfluencersPizza attributes are the strongest drawBut it’s not just about pizzaGraph 6-1: Pizza Ordering Influencers: Ranking Scores, 2012Gender: tilt marketing messages to emphasize value and convenienceTable 6-1: Pizza Ordering Influencers: Ranking Scores, by Gender, 2012Age analysis: play up the cravingTable 6-2:: Pizza Ordering Influencers: Ranking Scores, By Age, 2012HH income analysisTable 6-3: Pizza Ordering Influencers: Ranking Scores, HH Income, 2012Race/ethnicity analysisTable 6-4: Pizza Ordering Influencers: Ranking Scores, By Race/Ethnicity, 2012Restaurant Pizza Eating RationalesCommunity and sharingCoupons usage opens doors for targeted marketingContinue to target established routinesWhen schedules overtake us, send pizza to the rescueGraph 6-2: Restaurant Pizza Eating Rationales, 2012Age: community and sharingTable 6-5: Restaurant Pizza Eating Rationales, By Age, 2012
  • Table 6-6: Restaurant Pizza Eating Rationales, By HH Income, 2012Kids: where do we start?Table 6-7: Restaurant Pizza Eating Rationales, By HH Income, 2012Eating Participants, Over Eating, Promotions & Healthy Option AwarenessFamily & kids trump eating aloneSatisfaction? Yes. Over indulgence? Not really.Couponing a significant forceHealthy options? Where?Graph 6-3: Consumer Pizza Restaurant Eating Participants, Over Eating, Promotions & HealthyOption Awareness, 2012Eating participantsGender: family differentialTable 6-8: Consumer Pizza Restaurant Eating Participants, By Gender, 2012Age: time with child-raising yearsTable 6-9: Consumer Pizza Restaurant Eating Participants, By Age, 2012HH Income: family a middle-income sweet spotTable 6-10: Consumer Pizza Restaurant Eating Participants, By HH Income, 2012Race/ethnicityTable 6-11: Consumer Pizza Restaurant Eating Participants, By Race/Ethnicity, 2012KidsTable 6-12: Consumer Pizza Restaurant Eating Participants, By Presence of Children in HH, 2012Over eating, promotions & healthy option awarenessGenderTable 6-13: Consumer Pizza Restaurant Eating: Over Eating, Promotions & Healthy OptionAwareness, By Gender, 2012AgeTable 6-14: Consumer Pizza Restaurant Eating: Over Eating, Promotions & Healthy OptionAwareness, By Gender, 2012HH incomeTable 6-15: Consumer Pizza Restaurant Eating: Over Eating, Promotions & Healthy OptionAwareness, By HH Income, 2012Chapter 7: Delivery v. Pickup, Chain v. Independent & Menu Item OrderingIntroduction2.5 times more people choose delivery than dining inTable 7-1: Pizza Procurement: Restaurant v. Takeout/Delivery,Demographic Assessment, 2012More takeout/delivery users influenced by “ease of pizza” factorsTable 7-2: Consumer Restaurant Pizza Eating Rationales, by Eat-In v. Takeout/Delivery, 2012Pizza chains dominateTable 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 restaurantsTable 7-4: Pizza Procurement: Major Pizza Chain, Local Independent Pizza Restaurant & Non-Pizza Restaurant, by Eat-In v. Takeout/Delivery, 2012So, what did you order at the pizza restaurant?Non-pizza entrées, in aggregate, contribute strongly to orderSalad: the healthy holdoutDrinks, pleaseGraph 7-1: Food and Drink Ordered During Last Visit to Pizza Restaurant, 2012Larger orders: younger patronsTable 7-5: Food and Drink Ordered During Last Visit to Pizza Restaurant, by Age, 2012HH IncomeTable 7-6: Food and Drink Ordered During Last Visit to Pizza Restaurant, by HH Income, 2012Race/ethnicityTable 7-7: Food and Drink Ordered During Last Visit to Pizza Restaurant, by Race/Ethnicity, 2012Menu ordering: Eating at restaurant v. takeout/deliveryTable 7-8: Food and Drink Ordered During Last Visit to Pizza Restaurant, by Eat-In v.Takeout/Delivery, 2012Chapter 8: Pizza Uptake MotivatorsIntroductionSummary analysisHealthier pizza needed to increase usagePersonal sizeOn-the-go convenienceAn international/ethnic twistBut a hard sell to someGraph 8-1: Motivators to Eat Pizza More Often, 2012GenderTable 8-1: Motivators to Eat Pizza More Often, by Gender, 2012Age: experiment with youthTable 8-2: Motivators to Eat Pizza More Often, by Age, 2012HH Income: health hits higher notesTable 8-3: Motivators to Eat Pizza More Often, by HH Income, 2012Race/ethnicityTable 8-4: Motivators to Eat Pizza More Often, by Race/Ethnicity, 2012Healthy foods & home cooked meals: trends on the riseGraph 8-2: Food Consumption Trends: Eating More, Same & LessSignificant effect on pizza uptake motivatorsMore healthful eating translates to healthy pizza motivationLess healthy eating translates to personal size and on-the-go pizza motivationTable 8-5: Food Consumption Trends: Eating More, Same & Less:Motivators to Eat Pizza More Often
  • IntroductionSummary analysisNestlé USAChapter 9: Retail Pizza Manufacturer, Brand & New Product AnalysisSchwanGeneral MillsFrozen pizza long-term trend: positive; short-term trend: negativeTable 9-1: HH Frozen Pizza Eating & Eating Frequency, 2006-2012Brand usage trendingDiGiorno strengthens brand leadershipTable 9-2: HH Frozen Pizza Brand Penetration and Engagement, 2006-2012Nestlé USA, Inc.Company OverviewKraft acquisition consolidates pizza supremacyKing of pizza salesSuperpremium taking a bigger hitDiGiorno remains jewel in the pizza crownTable 9-3: Nestlé Frozen Pizza Sales, by Brand and Line Extension, 2011-2012Brand by brandDiGiorno consumer usage driversHigh-frequency engagement driven by 18-34s, blacks, and <$50K householdsTable 9-4: DiGiorno Frozen Pizza: Key Users and High-Frequency UsersNew offeringsRecession aids DiGiorno’s fight with pizza chainsAdvertising makes targeting of pizza chains crystal clearGoing after sportsTombstoneTombstone consumer usage foundationHigh-frequency engagement underscores importance of lower incomes & black consumersTable 9-5: Tombstone Frozen Pizza Use and High-Frequency Use: Key UsersNew offeringsStouffer’s and Stouffer’s Lean CuisineCalifornia Pizza Kitchen: suffering from neglect or the recession?Jack’s Pizza virtually unchangedUsage patterns change significantly according to frequency of useGeneral engagement driven by 18-34s, households with kids, middle-income bracket & regionHigh-frequency engagement dispersed across many groupsTable 9-6: Jack’s Frozen Pizza Use and High-Frequency Use: Key UsersThe Schwan Food CompanyPizza-centricityTable 9-7: Schwan Frozen Pizza Sales, by Brand and Line Extension, 2011-2012
  • Red BaronFreschettaPromotionsTony’sLiveSmart SchoolsVilla PrimaGeneral MillsTotino’sOn-the-go innovationPromotional activityIntroductionCalifornia Pizza KitchenCompany overviewRestaurant snapshotMenu overviewChapter 10: Pizza Restaurant Brand AnalysisMarketing & brand activityInnovation and activityMenu innovationHealthier introductionsNew dessert Strawberry ShortcakeNatural Chicken and Gluten-Free CrustCutting what doesn’t workTable 10-1: California Pizza Kitchen New Offerings: XXXPromotional activityFacebook fans get a “thank you”Gift cardsAlabama tornado reliefTechnology innovationCPK attracts Mobile ProfessionalsGraph 10-1: California Pizza Kitchen Usage Frequency Mobile Segmentation AnalysisThe California Pizza Kitchen ConsumerKey consumer groupsGeneral “any” useEngaged usersTable 10-2: California Pizza Kitchen Engagement: Key Users2008-2012 Guest traffic frequency analysis:CPK customer attitudes about foodCustomer segmentation by food lifestyleTrue FoodiesBut Variety on a Budget isn’t far behind…
  • Graph 10-2: California Pizza Kitchen Usage Frequency Food Segmentation AnalysisDomino’s PizzaCompany overviewMenu overviewGrowth strategyInnovation and activityMenu innovationHigher quality products timed with well executed promotionsProduct reformulation pays huge dividendsBalancing low-price promotions with higher quality introductionsArtisan Pizza promises quality; provides upselling ammunitionDomino’s Smart Slice school lunch program meets USDA school nutrition criteriaNew menu introduction analysisOn trend with gluten freeNew pizzas, breads and sides making their way onto the menuTable 10-5: Domino’s New Offerings: PizzaSides and apps up the flavor anteTable 10-6: Domino’s New Offerings: Bread & SidesPromotional activityGlobal Domino’s Day promotionShopRunner promotionCarryout promotionCyber MondayTechnology innovationiPhone app passes $1 million in weekly salesDomino’s launch Android appQ2 2012 on track for growthCustomer segmentation by mobile device interactionA strong connection to highly engaged mobile phone usersGraph 10-3: Domino’s Usage Frequency Mobile Segmentation AnalysisPULSE generating online salesCall center builds incremental salesThe Domino’s ConsumerKey consumer groupsGeneral “any” useEngaged users: youth and non-white racial/ethnic groups drive salesHighly engaged users: HH income becomes much more importantTable 10-7: Domino’s Pizza Engagement: Key Users2009-2012 Guest traffic frequency analysisTable 10-8: Domino’s Guest Traffic Trends, 2009-2012Domino’s delivers to HispanicsTable 10-9: Domino’s Location & Hispanic Population Analysis
  • But . . .Table 10-10: Domino’s Hispanic Guest Traffic Trends, 2009-2012Customer segmentation by food lifestyleGraph 10-4: Domino’s Usage Frequency Food Segmentation AnalysisSales performance2012 on solid footingTable 10-11: Domino’s, Selected Metrics, 2007-11Little Caesars PizzaCompany overviewMenu overviewBrand strategyMarketing & brand activity“Pizza! Pizza!” returnsNew menu introduction analysisNew varieties of Caesar WingsPromotional activity$5 Hot-N-Ready pizzaCrazy Bread during basketballCrazy Bread during footballCrazy Bread for Veterans DayGift card movesCard Rewards with Discover cardTechnology innovationiPhone appBut the app has its limitations…Customer segmentation by mobile device interactionGraph 10-5: Little Caesar’s Usage Frequency Mobile Segmentation AnalysisThe Little Caesar’s ConsumerKey consumer groupsGeneral “any” useEngaged users:Highly engaged users:Table 10-12: Little Caesar’s Engagement: Key Users2008-2012 Guest traffic frequency analysis:Table 10-13: Little Caesar’s Guest Traffic Trends, 2008-2012Customer segmentation by food lifestyle6+ visits a month attracts Variety on a BudgetGraph 10-6: Little Caesar’s Usage Frequency Food Segmentation AnalysisCNN calls Little Caesars a good franchise betMerchandise on its websitePapa John’sCompany overview
  • Restaurant snapshotMenu overviewBrand strategyBranding that reflects quality positioningStrategy paying offMarketing & brand activityLoyalty and gift card programsInnovation and activityMenu innovationNew menu introduction analysisChicken Parmesan Pizza LTOBuffalo Chicken Pizza LTOClassic Sausage & Peppers Pizza LTOTable 10-14: Papa John’s New Offerings: XXXPizza combinations flex value positioningPromotional activityAdvertising matters“1040” Special for tax day pro-crustinatorsRelationship with NFLNFL and Pepsi1 Million Pizza NFL GiveawaySuper Bowl XLVI Coin Toss lands on “heads”Papa John’s offered free pizza if Super Bowl went into overtimePapa John’s heart-shaped pizza“Tools for Teacher” 2011 Collection DriveCelebrates opening 3,000th North American restaurantTechnology innovationFirst company to reach $2 billion in online salesPapa John’s turned to Radware for fast deliveryAndroid and iPhone app explosionOnline pizza loyalty programMixing pizza with politics exposes social media dangersCustomer segmentation by mobile device interactionGraph 10-7: Papa John’s Usage Frequency Mobile Segmentation AnalysisThe Papa John’s ConsumerKey consumer groupsGeneral “any” useEngaged users: age reversal, racial/ethnic disparity, solidly middle class- and family-drivenHighly engaged users: women?Table 10-16: Papa John’s Engagement: Key Users2008-2012 Guest traffic frequency analysis: positive momentumTable 10-17: Papa John’s Guest Traffic Trends, 2009-2012
  • Customer segmentation by food lifestyle6+ visits a month attracts Variety on a BudgetGraph 10-8: Papa John’s Usage Frequency Food Segmentation AnalysisSales performanceSales growth trending upwardUnit expansion continuesInternational growth outpaces domestic growthTable 10-18: Papa John’s, Selected Metrics, 2009-12Papa Murphy’sCompany overviewMenu overviewInnovation and activityMenu innovationNew menu introduction analysisMini Murph Make-n-Bake Pizza KitTable 10-19: Papa Murphy’s New Offerings: 2011-2012Table 10-20: Papa Murphy’s New Offerings: 2011Promotional activityTax Day SpecialRelay For Life ProgramMarketing & brand activity$35 million ad campaignTake ‘N Grill GiveawayLumberjack Pizza ContestTechnology innovationPhizzle mobile marketing relationship extendedRedemption rates look promisingCustomer segmentation by mobile device interactionPragmatic Adopters: engaged users who value brand attributes, not mobile connectivityHighly engaged Social Connectors and Mobile Professionals differentiate brandGraph 10-9: Papa Murphy’s Usage Frequency Mobile Segmentation AnalysisThe Papa Murphy’s ConsumerGeneral “any” useEngaged usersHighly engaged usersTable 10-21: Papa Murphy’s Engagement: Key Users2008-2012 Guest traffic frequency analysisTable 10-22: Papa Murphy’s Guest Traffic Trends, 2008-2012Customer segmentation by food lifestyleGraph 10-10: Papa Murphy’s Usage Frequency Food Lifestyle Segmentation AnalysisSales performanceFranchise Deals
  • Pizza HutMenu overviewGrowth strategyFranchising model continues to gather steamInnovation and activitySuperBowl Sunday a BonanzaMenu innovationNew menu introduction & promotion analysisP’Zolo takes aim at subsSubway Takeover promotion drives home messagePizza crusts and breads making way onto menuUltimate Cheese Lover’s Pizza DealUltimate Stuffed Crust PizzaCheesy Bites introduction gets a supporting cast of charactersTable 10-23: Pizza Hut New Offerings: Pizza, Sandwiches and BreadSpreading the wealth with family dealsBig Dinner Box promotion and Red Roof WednesdayGameStop tie-in$10 Any Pizza DealTable 10-24: Pizza Hut New Offerings: Family Meals & $10 DealsPromotional activityTim Tebow partnered with BOOK IT!P’Zone PromotionPizza Hut Partners with Zynga to Benefit Hunger ReliefTechnology innovationPizza Hut offers mobile ordering appsCustomer segmentation by mobile device interactionDrawing from Mobile Generation and Social ConnectorsGraph 10-11: [Company] Usage Frequency Mobile Segmentation AnalysisThe Pizza Hut ConsumerKey consumer groupsGeneral “any” use: youth, region, and raceEngaged users: youth, region, and raceHighly engaged users: HH income adds a twistTable 10-25: Pizza Hut Engagement: Key Users2008-2012 Guest traffic frequency analysisTable 10-26: Pizza Hut Guest Traffic Trends, 2008-2012Customer segmentation by food lifestyleEngaged usersHighly engaged usersGraph 10-12: Pizza Hut Usage Frequency Food Segmentation AnalysisMethodology
  • Consumer survey methodologyMarket size and forecastAppendixRetail pizza manufacturer and brand salesMenu item trend analysisReport table interpretationConsumer engagementPizza restaurantsFrozen pizzaTerms & definitionsSupermarketsRestaurant categoriesLimited-service restaurant definitionsFull-service restaurant definitionsOther definitionsContact: sales@reportsandreports.com for more information.