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1、The Pizza Market in the U.S.: Foodservice and Retail 2nd Edition September 2012 Packaged Facts 11200 Rockville Pike Rockville, Maryland 20852 800.298.5294 t 240.747.3095 f Copyright 2012 by Packaged Facts All rights reserved. Packaged Facts content may not be published, posted, distributed or displ
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9、provide to our clients. From assistance in identifying the most relevant research, to post-sale question and answer support, our goal is to develop long-term relationships that meet the ongoing needs of our clients. David Morris has personally authored numerous in-depth market research reports and h
10、elped dozens of companies with strategic market planning and project execution. As Managing Consultant at Kaleidoscope Research Consulting LLC, a full-service marketing research firm, David helps clients create sustainable marketplace advantage through fact-based consumer understanding and insights,
11、 with an emphasis on market segmentation, brand positioning and competitive analysis. David has presented his research to audiences small and large, and his commentary has been featured in the Wall Street Journal, BusinessWeek, Time Magazine, and leading trade magazines. Formerly a Research Director
12、 at Mintel International, Inc., where he managed syndicated and custom foodservice research (among other responsibilities), David is also a professor at DePaul University, where he teaches market research, critical thinking, and writing courses. David earned his J.D. at Loyola University Chicago and
13、 pursued graduate studies in English Literature at Cambridge University. About the Author The Pizza Market in the U.S.: Foodservice and Retail, 2nd Edition September 2012 The Pizza Market in the U.S.: Foodservice and Retail, 2nd Edition has been prepared by Packaged Facts. We serve consumer product
14、and service companies and allied businesses in the United States and internationally with a complete line of research publications. Packaged Facts market intelligence reports are designed to aid the executive decision- maker by providing essential data and concise analysis with a focus on marketplac
15、e trends, consumer insights, and emerging opportunities. Vice President of Publishing Don Montuori Research Director and Publisher David Sprinkle Author David Morris Kaleidoscope Research Consulting Publication Date September 2012 LA6739179 All rights reserved. No part of this report may be reproduc
16、ed without permission of the publisher. Copyright 2012 Packaged Facts This page intentionally left blank Pizza at Foo Chapter Scope and R R Report s Market S Summary Th Th Pizza Use Summary Food Con Summary Pizza on Summary Restaura Summary Delivery Summary Pizza Up Summary Retail Pi Summary Nestl U
17、S Schwan General M Pizza Re California M H Cu Dominos In A N Cu K 20 Little Cae N Pr T K 20 Papa John B St In N Pr oodservice and R r 1: Executi d Methodolo eport Scope . eport resourc ummary . Size and Seg y analysis . he restaurant he retail side . e by Channe y analysis . nsumption provides u lys
18、is . mobile device quency analysi lysis . quency analysi y positioning . lysis . i of Contents . odservice an . acing Pizza i . ating Experi Menu Item . roduct Analy . upselling amm interaction is . is . . . nd Retail . . in Context . ience . Ordering . . ysis . . munition . . . . . . . . . . . . Ta
19、ble of Co September . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ontents r 2012 1 . 1 . 1 . 1 . 2 . 2 . 2 . 2 . 2 . 3 . 3 . 4 . 4 . 5 . 5 . 6 . 6 . 7 . 8 . 8 . 9 . 9 10 10 11 11 12 12 . 12 . 12 . 12 13 . 13 . 13 . 13 . 14 . 14 . 14 15 . 15 . 15 . 15 . 15 . 16 16 . 16 . 16 . 17 .
20、 17 . 17 Pizza at Foo T Cu K A 20 Papa Mur N M Cu Th 20 Cu Pizza Hut N M K 20 Chapter Market s Fo Restaura Graph 21 Fullservi Graph 22 2007 Declining Table 21 Largest p A Table 22 Retail pi Graph 23 Frozen pi Graph 24 2007 CPG pizza Table 23 2011 Private la Table 24 Table 25 Retail fro N Table 26 Ma
21、jor bra Table 27 Retail fro Table 28 Sales S oodservice and R echnology inn ustomer segm ey consumer g ttracting high 0082012 Gue rphys ew menu intr Mobile marketi ustomer segm he Papa Murp 0082012 Gue ustomer segm t . ew menu intr Mobile reach . ey consumer g 0082012 Gue r 2: Market size and fore o
22、recast summ ant pizza ma 1: Restauran ice pizza rest 2: FullServic 2014 g share of res 1: Pizza Resta pizza chains e t smaller com 2: Top 10 Piz zza market 3: Retail Pizz izza sales hit 4: Retail Pizz 2014 a sales at FDM 3: CPG Pizza S 2012 abel grows sa 4: CPG Pizza S 5: CPG Pizza S ozen pizza ma e
23、stl reigns, b 6: Top 12 Fro ands in decli 7: Top 15 Fro ozen pizza br 8: Sweet 16 F Share, 2012 . Retail novation. mentation by m groups . hly engaged wo est traffic freq roduction anal ing strategy . mentation by m phys Consume est traffic freq mentation by fo roduction growth c ozen Pizza Br rands
24、: compa Frozen Pizza mobile device omen quency analysi lysis . mobile device er quency analysi ood lifestyle romotion anal quency analysi orecast nd forecast . ket Size ends: Momen ith exception ends: Eating M t negative am iii eaders nds net negative ntum Analys n of youth More Restau mong all anal
25、y xtensions: Sa Extensions: . . d delivery than se, zen Share, . rces/types Pizza Type: G rmarket bas Pizza Type: A Pizza Type: H Pizza Type: P Pizza Type: P s: Placing P . untapped p gredients: Pen st for fine din etration by R ng reigns tration by Re netration by etration, by D . cted Exampl menu
26、. rganics Pizza a t Pizza Decision an . ng Scores, 20 e value and c g Scores, by g Scores, By n Pizza: Demo /Refrigerated Retail NPD . . Segment, 201 082012 . Cuisine Spec portunity for Restaurant S potential . netration by ning Restaurant Se estaurant Seg Restaurant S Daypart, 201 es, 2012 . nd Eat
27、ing Ex . 12 . onvenience . Gender, 201 Age, 2012 ographic Ass d Pizza: Dem . . 12 ialty, 2012 . r leaner pro egment, 201 y Restaurant egment, 201 gment, 2012 Segment, 201 12 . . xperience . . 2 Table of Co September sessment . ographic . oteins . 12 Segment, 2 . 12 . . . . . . . . . . ontents r 2012
28、 50 51 51 52 53 53 53 53 53 54 54 55 55 56 56 57 57 58 58 59 59 60 60 60 . 60 61 62 62 63 . 63 . 64 . 64 . 65 . 65 . 66 67 68 68 68 69 69 70 70 70 71 71 Pizza at Foo Table 63 Race/eth Table 64 Restaura Commun Coupons Continue When sch Graph 62 Age: com Table 65 Income: r Table 66 Kids: whe Table 67
29、Eating Pa Family short g each in agreement in co than the averag Note: white, bla Source: Packag Consumer Surv 012 Guest tr wn below, Pa Retail Table 102 c 4 come) ) x represents inde esponds to a one nteger below 100 omparison to “all” e; red is used to ck and Asian de ged Facts, based ey raffic fr
30、equ apa Murphy 21: Papa Mu All An 48% 52% 12% 18% 18% 19% 16% 18% 68% 15% 12% 4.6% 20% 21% 27% 12% 20% 20% 24% 19% 13% 13% 12% 62% 16% 13% 9% exed question ag e-point increase 0 corresponds to ” average. Green highlight figures mographics are c d on data from 20 uency analy s guest traf 167 urphys E
31、nga U ny use 85 115 108 138 126 89 72 68 112 45 98 84 20 40 117 86 229 69 103 88 106 126 129 81 119 101 195 reement against in percentage lik o a one-point dec n is used to highl s that are at least categorized as n 012 12-Month Wi ysis ffic has grow agement: Ke Used Compa Eaten i 1-5 times 85 114 7
32、7 138 121 90 74 91 125 47 32 63 5 24 121 94 249 49 106 97 111 137 124 87 120 95 160 t the “all” average kelihood of agree crease in percent light figures that t 20% lower than non-Hispanic. inter Experian Si wn moderate Resta ey Users ny n past 30 day 6+ t 8 1 2 20 8 12 7 5 9 5 15 8 7 7 9 7 23 7 10
33、3 12 17 13 6 14 12 23 e (100). Each int ement in compari tage likelihood o are at least 20% n the average. immons Nationa ely but stead urant Brand An September ys imes 88 11 26 02 84 25 77 59 94 53 59 84 7 78 97 77 34 72 03 35 29 73 33 66 40 20 35 teger ison to “all” f % higher l dily during 2 naly
34、sis r 2012 2008- Pizza at Foo 2012, wit Any P P 1 to P P 6+ P P Sou Custome The bran mid-frequ True Foo buy orga Foodies t time hav love relat Weekend can find Weekend Cooks lik There is way. Th oodservice and R th gains in “ Tab y use Percent of adult Population univ o 5 visits per m Percent of adu
35、lt Population univ visits per mont Percent of adult Population univ urce: Packaged F er segment nd differentia uency use fr odies are pas anic food, w tend to eat a ve adopted a tionship with d Cooks hav some time d Cooks me ke to indulg no conflict heir relations Retail “any use” an ble 1022: P t p
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38、re e they like be less form ve without ch d healthy fo ke a leisure visits per m affic Trends 2008 3.1% 7.2 1.9% 4.3 0.3% 0.7 and 2012 Exper gh-frequenc of time cook environmen nt with differ e the most c mostly soci to cook for mal and less hecking on c od for them activity in it Resta month) use.
39、, 20082012 2010 3.5% 8.2 2.2% 5.1 0.4% 1.0 rian Simmons NC cy use from T king at hom ntally friendl rent cuisines culinary expe iable home c r friends an s time consu calories or n m; a tasty w tself. urant Brand An September 2 2012 3.7% 8.8 2.1% 5.0 0.5% 1.2 CS True Foodie me. They pref ly products
40、. s and at the ertise and ha chefs. When nd/or family uming. Wee nutritional va way is a he nalysis r 2012 s and fer to True same ave a n they . For ekend alues. ealthy Pizza at Foo Gr Note: The one-point i one-point d Source: Pa Sales pe Papa Mu million. February Franchise grounds. Canadian Franchi
41、se In June 2 the pizza doubling lifestyles oodservice and R raph 1010: index represents increase in perce decrease in perc ackaged Facts, b erformance urphys anno It also adde y 2012). e agreement Papa Murp n provinces ( e Deals 2011, QRS M a chain is on g both is un s” (qrsmagaz Retail Papa Murph s
42、 indexed questi entage likelihood centage likelihood based on data fro e ounced in F ed more than ts signed in phys ended (prnewswire Magazine na ne of the few nit count and , Jun hys Usage F ion agreement a d of agreement i d of agreement i om the Experian ebruary 201 n 800 employ n 2011 equa d 201
43、1 with , Febru amed Papa M w pizza chai d sales sinc ne 2011). 169 Frequency Fo against the “all” a n comparison to n comparison to Simmons Winte 12 that its 2 yees as its lo ate to over 2 h over 500 uary 2012). Murphys as ins to report e 1999 with ood Lifestyl average (100). E o “all” average; e “a
44、ll” average. r 2012 NCS 011 sales gr ocations gre 265 stores a franchise ow one of the “ t significant h a concept Resta e Segmenta ach integer abov each integer belo rew more th ew to 1,300 ( and 30 new wners in 37 “10 Best Fra growth “in many feel urant Brand An September ation Analys ve 100 corre
45、spo ow 100 correspo han 10% to (bizjournals. w franchise e 7 states and anchise Deal the 21st Cen matches tod nalysis r 2012 is nds to a nds to a $702 .com, entity d two ls” as ntury, days Pizza at Foo Pizza Hu Pizza Hu than 13,0 including Sicilian. service a About 15 Menu ov Critics o cheesy b mark
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47、ac 5% of the res verview of Pizza Hut bites pizza ng seems to b ands. Consu s to push the ut has somet iners at nati survey of a chy-Tribune Caesars (80) strategy ing model co business tra franchising; e and early trategy; and nt purchases .S., we are t 8%, down ising at KFC continuing o d Pizza Hut
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49、n our U.S ompany own urrent level Bell to about anchising pr this target ow 010, Pizza H alue, new pr rward. 170 operates the orldwide. Th s Thin n C salads, and aurants, as operated, wh fferings are ains focus o pizza “fun.” h pizza tast very definit a survey fro are most sat ns across a 011). Indexin Dominos (7 m in 2011, 201 itiatives