Statistics don’t lie—Americans love their pizza! Nearly 93% of those polled report eating it once a month, which breaks down to 41 million people across the nation enjoying a pie on any given day.
What’s the appeal? Consumers point to a number of reasons:
- Pizza is seen as the perfect comfort food, party food, and date night food
- Pizza stirs passions—many debates spring up around what constitutes the “best” pie
- Pizza is universally loved by people of all ages
- Pizza is easy to prepare but satisfies like a hot, freshly made full meal
Consumers also hold definite opinions about what sways their purchase:
- 86% want to select their own toppings
- 43% cite fresh, high-quality ingredients
- 20% say new items influence their choice
The “whys” of pizza allegiance aren’t that unusual. However, what may surprise you are consumers’ perceptions of delivery/carryout, dine-in or take and bake pizza and how those attitudes impact the ultimate decision of where they get a pie.
Quick-service/fast-casual restaurants
Mega-chains like Pizza Hut and Domino’s typically own consumer mindshare in this category because they offer:
- value-centric, relatively low price points combined with short turnaround
- delivery and carryout options, in most cases
- a quick, busy-day alternative to preparing a meal
- the increasing ability to order online or on a mobile device
Traditional restaurants
Traditional restaurants attract consumers who seek an experience:
- sit-down, budget-friendly meals centered around a sharable food rather than everyone ordering their own entrée
- local dining and specialty pies that showcase flavors unique to the restaurant’s area
Take and bake, frozen or deli pizza
This category resonates with time- and money-conscious consumers:
- an easy decision to make while grocery shopping
- a quick meal that is easy to transport and prepare at home
- inexpensive compared to other dining options, with the average deli pizza price totaling $6.37
With so many choices, consumers are at a premium in the pizza market. You need to differentiate yourself to claim consumer loyalty and their hard-earned dollars. It all starts with the crust—and a little help from Alive & Kickin’. We’re the custom pizza dough experts, and we’re ready to provide you with unique crusts that will have consumers coming back for more.
