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Pizza Restaurant

Pizza Restaurant. The Works. Total sales for the US retail pizza industry for the one-year period ending September 2012 was $36.786 billion, or a 1.6% increase over 2011. There were a total of 71,856 pizza stores.

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Pizza Restaurant

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  1. Pizza Restaurant

  2. The Works • Total sales for the US retail pizza industry for the one-year period ending September 2012 was $36.786 billion, or a 1.6% increase over 2011. There were a total of 71,856 pizza stores. • During the same period, independent pizzerias generated the most revenues, $14.56 billion, and totaled 38,299 stores. Pizza Hut was the top chain with $5.4 billion in sales and 7,595 US stores. • Approximately the same number of pizzas were delivered/picked up and consumed at restaurants, 27% and 26% respectively, or a just a bit more than 410 million pizzas each.

  3. Fresh Ingredients • During 2012, Domino’s strengthened its brand significantly by reinventing itself and dominating the delivery market with 22% of all deliveries. • Although it was fifth among the top 5 pizza chains, Papa Murphy’s increased its 2012 fiscal year sales by 10%, which was more than Pizza Hut, Papa John’s and Domino’s. • Six of the fastest growing pizza chains for 2013 were Marco’s Pizza, Johnny’s Pizza/Johnny Brusco’s Pizza, Villa Fresh Italian Kitchen, Beggars Pizza, Toppers Pizza and Pizza My Heart.

  4. Their Eyes on the Pies • Of the consumer respondents to a 2013 survey, 81% preferred independent pizzerias to chain operations. Thin and crunchy was the favorite crust, 40%, and meat-lover was the top specialty pie choice, at 24%. • The primary influencers of choosing pizza as a meal were the agreeability of eating with the family or in a group, 41%; convenience, 38%; and restaurant ambiance, 15%, when dining out for pizza. • 31% of consumers said they dined out for pizza once per month and 28% once per week. 32% ordered carryout or delivery once per month and 33% once per week.

  5. Some of the Best • TheDailyMeal.com’s top 5 pizzerias of October 2013 were Frank Pepe’s, New Haven; Di Fara, Brooklyn; Pizzeria Blanco, Phoenix; Una Pizza Napoletana, San Francisco; and Pizzeria Mozza, Los Angeles. • The top 5 pizzerias on Eater.com’s October 2013 list of the 24 Hottest Pizzerias were A16 Rockridge, Oakland; A4 Pizza, Boston; Bufalina, Austin; BuonaForchetta, San Diego; and Desano Pizza Bakery, Charleston. • Pizza Today’s top 5 2013 independent pizzerias were Marion’s Pizza, Pitfire Artisan Pizza, Glass Nickel Pizza Co., Woodstock’s Pizza and Frankie, Johnnie & Luigi, Too!

  6. Endangered Deliveries • As of July 2013, Burger King was providing delivery service in 72 different US markets. This trend could grab a 5% market share from pizza delivery revenues. • Of consumers surveyed during a 2013 study, 14% said they would choose Wendy’s more often if it delivered; 12%, McDonald’s; and 11%, Subway, Church’s Chicken, Popeye’s and Taco Bell. • The survey also revealed that 18–34 year olds were most likely to order from quick service restaurant (QSR) chains that delivered, and that is QSRs’ primary demographic.

  7. Pie Predictions • The fast casual pizza segment, or customized pizzas in a smaller size for the individual and prepared and cooked within 3 minutes or less, is expected to equal 10% of all pizza sales by 2022. • Flatbread pizza sales increased 8.8% during Q1 2013, but accounted for 60% of the incremental growth of all pizzeria pizza during that quarter. • The sale of pizzas with “fresh pizza toppings” has increased 6% since 2010, and are often marketed as “all-natural,” “locally-sourced,” “wheat crusts,” “organic” and “artisan.”

  8. Advertising Strategies • Show local/regional, independent pizzeria chains how television can build a strong brand loyalty when spots emphasize the freshness of locally sourced ingredients and organic and artisan choices. • Recommend television to any of the pizzerias mentioned in this presentation and located in your market to continue their significant growth rates. • Community service and charity sponsorships are a great way to garner goodwill and generate new business. Consider capitalizing on two trends at once-service and mobile food-by investing in a traveling pizza truck to make appearances at community events like safety fairs, animal shelter adoption days, and school fundraising events. Advertise sponsorships and participation in commercials that coincide with the event.

  9. Advertising Strategies • Give your lunch business a boost by advertising midday specials for local businesses. Morning news programs are an ideal time to air commercials and get local workers excited about lunch. To get people even more excited, drop off a few complimentary pizzas at local businesses to give them a taste of what you do. Don't overlook local hotels and schools-they are great paths to repeat business. • Partner with schools to teach young people about nutrition and about what goes into a healthy and tasty pizza pie. Offer after-school specials to kids, parents, and teens looking for an afternoon snack. Feature deals on appetizers for sharing, low-calorie options, and half-slices to support healthy eating and portion control. If you're in a college town, stay open late to feed hungry students and partiers. Offer game day specials, midterm discounts, and late-night promotions to entice budget-conscious college students.

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