The document analyzes trends in the US pizza industry. It finds that while North America accounts for $46 billion in pizza sales, the US makes up 84% of that at $28 billion and is dominated by large chains. Florida in particular has many independent pizza locations. Key insights include that millennials are increasingly influential consumers who value food quality, customization and corporate social responsibility. The fast casual pizza segment is one of the fastest growing.
The 2015 Survey of Alcoholic Beverage Preferences in Restaurantsuncorkdmenus
We created and distributed a survey composed of beverage related questions to help us uncover consumer habits and insight when dining out. The responses came from across the United States and were representative of various age groups 21 and older, both genders and multiple income levels. Our findings can be used to understand the consumer and the areas that need improvement within the restaurant and bar industry.
What Southern Revival Means to American Food and Beverage ConsumersSymrise
We surveyed +1,000 US consumers to identify their existing associations with Southern food and the flavors and techniques that are revolutionizing the traditional cuisine as
we know it. As a component of our Southern Revival Initiative our goal was to reveal consumers’ current exposure and appeal towards specic international avors as well as their standing on traditional Southern food and the appeal of international fusions.
Our survey recipients range in age, gender, ethnic backgrounds, state of residence and other demographics making them a diverse representation of the average American consumer.
Content Marketing Industry Report for Franchise SalesRachael Wachstein
Fishman PR created this industry report to help our client capture “warm” leads on their website. Potential franchisees may not be ready to fill out an application or even talk to a company representative. Offering a report that helps them research the franchise opportunity is an excellent method for collecting their contact information.
Once they provide their contact information, they are automatically opted in to an email nurture campaign that is designed to educate and inspire them to consider investing.
For more information on using content marketing for franchise sales, contact Rachael Wachstein, VP Content Marketing
The 2015 Survey of Alcoholic Beverage Preferences in Restaurantsuncorkdmenus
We created and distributed a survey composed of beverage related questions to help us uncover consumer habits and insight when dining out. The responses came from across the United States and were representative of various age groups 21 and older, both genders and multiple income levels. Our findings can be used to understand the consumer and the areas that need improvement within the restaurant and bar industry.
What Southern Revival Means to American Food and Beverage ConsumersSymrise
We surveyed +1,000 US consumers to identify their existing associations with Southern food and the flavors and techniques that are revolutionizing the traditional cuisine as
we know it. As a component of our Southern Revival Initiative our goal was to reveal consumers’ current exposure and appeal towards specic international avors as well as their standing on traditional Southern food and the appeal of international fusions.
Our survey recipients range in age, gender, ethnic backgrounds, state of residence and other demographics making them a diverse representation of the average American consumer.
Content Marketing Industry Report for Franchise SalesRachael Wachstein
Fishman PR created this industry report to help our client capture “warm” leads on their website. Potential franchisees may not be ready to fill out an application or even talk to a company representative. Offering a report that helps them research the franchise opportunity is an excellent method for collecting their contact information.
Once they provide their contact information, they are automatically opted in to an email nurture campaign that is designed to educate and inspire them to consider investing.
For more information on using content marketing for franchise sales, contact Rachael Wachstein, VP Content Marketing
As joias de inverno devem ser acessórios marcantes, ousados e únicos ao mesmo tempo. Por isso, a gente traz as dicas certas para você apostar nas joias de inverno que fazem toda a diferença no seu look. Confira mais joias de prata na loja virtual da Prata Fina https://www.pratafina.com.br
É hora de pensar nos looks e nas joias que vão fazer suas produções para as festas de fim de ano ainda mais poderosas. E como a nossa tarefa aqui é ajudar, chegaram várias novidades de brincos com cristais em nossa loja virtual. Afinal, gente é pra brilhar e brilhar com tudo! Dá só uma olhada nas novidades de brincos com cristais da Prata Fina: https://www.pratafina.com.br/cat/brincos
Preview presentation of fourth wave of groundbreaking research into cross-cultural Millennials. Learn about Hispanic, African-American and Asian Millennials attitudes and lifestyle preferences across three CPG categories: Foods, Beverage, and Beer/Spirits/Wine.
The power and Influence of the Millennial generation is undeniable as they are the largest generation in American history and hold an estimated $200 billion in purchasing power. 40% of Millennials are self-decribed "Foodies" and they engage with culinary on an almost daily basis through food television, cooking, looking for recipes online, underground dinner/supper clubs, food & wine events, and going out to eat with friends. If you are interested in speaking to the Millennial audience then culinary initiatives should absolutely be a part of your marketing program.
MARKET RESEARCH FROM HUMAN DATA @Twitter
Behavioral Intelligence from Big Data. Predictive insights about Market using Twitter.
A new way to approach marketing research. Get powerful insights quickly on the market and the consumers from Twitter.
-Conducted primary and secondary research about Pizza Hut to assist the National Student Advertising Competition team
-Led focus groups, surveys and interviews to discover more about the target market — millennials and famillennials
-Created a book detailing the information in the style of an integrated marketing communications plan book
-Established a strong foundation with which to work for the NSAC team as they furthered the research efforts
Ohio University's NSAC Pizza Hut campaign 2015Autumn Cooper
Ohio University competes in the National Student Advertising Competition every year against other schools. Last year, the client was Pizza Hut. We were asked to develop a full campaign that would increase their mobile and digital orders.
As joias de inverno devem ser acessórios marcantes, ousados e únicos ao mesmo tempo. Por isso, a gente traz as dicas certas para você apostar nas joias de inverno que fazem toda a diferença no seu look. Confira mais joias de prata na loja virtual da Prata Fina https://www.pratafina.com.br
É hora de pensar nos looks e nas joias que vão fazer suas produções para as festas de fim de ano ainda mais poderosas. E como a nossa tarefa aqui é ajudar, chegaram várias novidades de brincos com cristais em nossa loja virtual. Afinal, gente é pra brilhar e brilhar com tudo! Dá só uma olhada nas novidades de brincos com cristais da Prata Fina: https://www.pratafina.com.br/cat/brincos
Preview presentation of fourth wave of groundbreaking research into cross-cultural Millennials. Learn about Hispanic, African-American and Asian Millennials attitudes and lifestyle preferences across three CPG categories: Foods, Beverage, and Beer/Spirits/Wine.
The power and Influence of the Millennial generation is undeniable as they are the largest generation in American history and hold an estimated $200 billion in purchasing power. 40% of Millennials are self-decribed "Foodies" and they engage with culinary on an almost daily basis through food television, cooking, looking for recipes online, underground dinner/supper clubs, food & wine events, and going out to eat with friends. If you are interested in speaking to the Millennial audience then culinary initiatives should absolutely be a part of your marketing program.
MARKET RESEARCH FROM HUMAN DATA @Twitter
Behavioral Intelligence from Big Data. Predictive insights about Market using Twitter.
A new way to approach marketing research. Get powerful insights quickly on the market and the consumers from Twitter.
-Conducted primary and secondary research about Pizza Hut to assist the National Student Advertising Competition team
-Led focus groups, surveys and interviews to discover more about the target market — millennials and famillennials
-Created a book detailing the information in the style of an integrated marketing communications plan book
-Established a strong foundation with which to work for the NSAC team as they furthered the research efforts
Ohio University's NSAC Pizza Hut campaign 2015Autumn Cooper
Ohio University competes in the National Student Advertising Competition every year against other schools. Last year, the client was Pizza Hut. We were asked to develop a full campaign that would increase their mobile and digital orders.
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