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Pizza and Pasta Restaurants - UK - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Hotels & Restaurants

No. of Pages : 96 Pages

There is room for pizza/pasta restaurants to improve the leisure experience of dining at their venues to make them both more relaxing and engaging. Adding more experiential factors to store layouts, for example, could help elevate the dining out occasion and distract consumers from focusing on the cost of eating out.
Table of Content

Introduction

Definition
Abbreviations

Executive Summary

The market
Figure 1: Value sales of the total pizza and pasta restaurant/takeaway market, 2009-19
Market factors
Companies, brands and innovation
Figure 2: Outlet numbers of selected leading pizza/pasta restaurant/takeaway brands, 2011 and 2014
Who’s innovating?
The consumer
Frequency of visiting pizza and pasta restaurants, takeaways and home deliveries
Figure 3: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, August 2014
Venues used
Figure 4: Pizza/pasta restaurant and takeaway usage, August 2014
Types of pizza purchased from a supermarket
Figure 5: Types of pizza purchased from a supermarket, August 2014
Consumer perceptions of pizza
Figure 6: Correspondence analysis of consumer perceptions of pizza, August 2014
Attitudes towards pizza/pasta restaurants
Figure 7: Attitudes towards pizza/pasta restaurants, August 2014
Pizza/pasta restaurant menu enticements
Figure 8: Pizza/pasta restaurant menu enticements, August 2014
What we think

Issues and Insights

Fast casual concepts can support growth by tapping into new occasions
The facts
The implications
Putting the ‘experience’ back into dining out
The facts
The implications
Adopting US trends for ‘stunt foods’ can give UK takeaways standout
The facts
The implications

Trend Application

The Influentials
Guiding Choice
Human

Market Drivers

Key points
A disconnect between the economy and consumer confidence
The population isn’t feeling the benefit of economic recovery
Figure 9: Selected consumer spending priorities (after bills), January 2013-October 2014
The squeeze on the middle market
Scope for specialisation at both ends of the market
Challenges and opportunities with Britain’s ageing population
Figure 10: Trends in the age structure of the UK population, 2009-14 and 2014-19

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Key points
Revamped store design
Domino’s creates a ‘pizza journey’
Pizza Hut goes back to its American roots
Bella Italia – an all-rounder
All-day dining opportunities
Operators look to all-day dining
Competition from convenient retail products
Widening menus
Product trends
Americana mania
US trends
‘Nduja

Market Size, Segmentation and Forecast

Key points
Market size
Figure 11: Value sales of the total UK pizza and pasta restaurant/takeaway market, 2009-19
Segment performance
Figure 12: Value sales of the UK pizza and pasta takeaway/home delivery market, 2009-19
Figure 13: Value sales of the UK pizza and pasta dine-in restaurant market, 2009-19
Forecast
Figure 14: Value sales of the total pizza and pasta restaurant/takeaway market, 2009-19
Figure 15: Value sales of the total pizza and pasta takeaway/home delivery market, 2009-19
Figure 16: Value sales of the total pizza and pasta restaurant market, 2009-19
Forecast methodology

Market Share

Key points
Competitive marketplace sees a number of chains change hands…
Figure 17: Outlet numbers of selected major pizza/pasta restaurant/takeaway brands, 2011-14
whilst others look to carve out more defined market positions
Pizza Hut looks to America, while Bella Italia extends to all-day dining
Carluccio’s on track for 100 outlets
Experimenting with menu range and focus
Growing pressure on bigger players from emerging niche brands
Figure 18: Outlet numbers of selected emerging pizza restaurant brands, 2014
Emerging brands are frontrunners of wider trends
From stripped back to longer stays

Companies and Products

Key points
Domino’s
Financial results
Figure 19: Financial performance of Domino’s Pizza Group UK Plc, 2012 and 2013
Recent developments
Menu developments
Papa John’s
Financial results
Figure 20: Financial performance of Papa John’s (GB) Limited, 2011-13
Recent developments
Menu developments
Pizza Hut
Financial results
Figure 21: Financial performance of Pizza Hut UK, 2011-13
Recent developments
Menu developments
Prezzo
Financial results
Figure 22: Financial performance of Prezzo Plc, 2011-13
Recent developments
Menu developments
Strada
Menu developments
Bella Italia
Recent developments
Menu developments
PizzaExpress
Store portfolio
Figure 23: PizzaExpress outlets and employee numbers, 2010-13
Menu developments
Retail products
Gondola Group
ASK Italian
Store portfolio
Figure 24: ASK Italian outlets and employee numbers, 2010-13
Menu developments
Zizzi
Store portfolio
Figure 25: Zizzi outlets and employee numbers, 2010-13
Recent developments
Menu developments

Brand Communication and Promotion

Key points
Spending on above-the-line advertising fell by 3.4% in 2013
Figure 26: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, 2010-13
Figure 27: Above-the-line advertising expenditure of selected operators in the UK pizza/pasta market, by media type, 2013
Video content

The Consumer – Frequency of Using Pizza/Pasta Restaurants and Takeaways

Key points
Frequency of visiting pizza/pasta restaurants/takeaways
Figure 28: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, August 2014
Figure 29: Frequency of visiting pizza and pasta restaurants, takeaway/home delivery versus sit-down, October 2013 and August 2014
Operators still rely heavily on discounting to drive trade
Steps to make promotions more emotive
Push marketing is trialled by Papa John’s and Strada
Promotions geared to drive repeat visits
The market targets new occasions
Looking to breakfast and lunch to help prompt visits
Using drinking occasions to frame pizza restaurants as social spaces
Fast casual pizza operators have the opportunity to shake up the category

The Consumer – Pizza/Pasta Outlets Used

Key points
Pizza Hut and Domino’s garner the most usage
Figure 30: Pizza/pasta restaurant and takeaway usage, August 2014
Figure 31: Pizza/pasta restaurant and takeaway usage, October 2013 and August 2014
Various operators continue expansion
Domino’s targets men with Xbox ordering
Targeting family diners
Smartphone apps

The Consumer – Perceptions of Supermarket versus Restaurant/Takeaway Pizza

Key points
Types of pizza purchased from a supermarket
Figure 32: Types of pizza purchased from a supermarket, August 2014
Pizza usage falls with age
Challenge from at-home pizza prompts menu diversification
Consumer perceptions – correspondence analysis
Methodology
Word association
Figure 33: Correspondence analysis of consumer perceptions of different types of pizza, August 2014
Figure 34: Consumer perceptions of pizza, August 2014

The Consumer – Attitudes towards Pizza/Pasta Restaurants

Key points
Attitudes towards pizza/pasta restaurants
Figure 35: Attitudes towards pizza/pasta restaurants, August 2014
Less than half of users find pizza/pasta restaurants relaxing
Generalists….
Wider menus cater to demand outside pizza/pasta
Mix-and-match options
versus specialists
All-day dining opportunities
Tentative interest in occasions other than main meals
Operators targeting lunch need to disrupt focus on price and convenience
Separate seating areas could improve uptake of breakfast and lunch

The Consumer – Pizza/Pasta Restaurants’ Menu Enticements

Key points
Menu enticements
Figure 36: Pizza/pasta restaurant menu enticements, August 2014
Authenticity strikes a chord
Demand for different doughs
Unusual ingredients and flavour combinations
Stunt foods
Leveraging reviews to make dish recommendations
Snacking opportunities

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