Article

5 trends to make a pie-ority in 2016

No longer content with standard pizza, hungry consumers nowadays demand a higher quality pie that's worthy of their hard-earned dough and caloric budget.

January 25, 2016

By Patty Scheibmeir, vice president of R&D and Product Innovation, RAVE Restaurant Group.

Who has fond memories of eating cold leftover pizza for breakfast? Most of us would be lying if we said we didn't. But, to borrow from an old adage, that was then and 2016 is now. No longer content with standard pizza, hungry consumers nowadays demand a higher quality pie that's worthy of their hard-earned dough and caloric budget.  

Technomic reports that four out of five consumers cite taste, quality and freshness as key indicators of value. In fact, more than half of consumers say they would pay more for signature items and unique ingredients. This is music to my ears, because there's nothing I love more than creating clever pizza concoctions as a resident food scientist. 

Here are my five picks for trends that will rise, no pun intended, in the pizza industry this year.

Keep it clean, Keep it real

Now more than ever, consumers are actively seeking out food options that incorporate fresh, clean ingredients. The smartest pizza brands are already getting out in front of this trend by phasing out "no no's" like artificial preservatives and unnecessary dyes, and instead offering quality ingredients such as all-natural meats and cheeses, healthy vegetables and dough made fresh daily.

Brands can no longer get away with being fast and cheap. Consumers know there is more to the story and are savvier than ever. Now it's about taking it a step further and saying, "Our pizza tastes good, and by the way, this crust is gluten-free and these sauces are vegan."

Customization isn't just for cars

If variety is the spice of life, then fast casual pizza is the canvas for which that is most evident. Families come in all shapes and sizes, and with that, comes any number of dietary needs that pizza brands must meet if they're going to continue getting their business. Whether it's gluten-free, vegetarian or even paleo, fast casual pizza brands excel more than any other segment at offering personalized meal options for guests. No longer does the family have to compromise. They can all get their own individualized pie.

2016 will see brands offering even more options when it comes to crusts, sauces, vegetables, meats and cheeses, and the information should live in an easy-to-understand section on their website.

Go vegan or go home

Fast casual pizza brands already do a great job at offering meat-free alternatives for vegetarians. However, more and more people are requesting options that do not use any animal products whatsoever. It's actually quite easy for brands to offer vegan crusts and sauces, but the real challenge is incorporating new cheese options that are vegan and taste good. In 2016, brands should consider incorporating soy and nut cheeses, as well as meatless proteins, to accommodate their vegan customer base.

Traveling taste buds

Move over pepperoni pizza! Consumer taste buds are craving something new. In 2015, 63 percent of consumers said they would try a menu item with an unfamiliar flavor at a limited-service pizza restaurant, according to a survey deployed by Technomic. This is an increase from the previous year and signifies that pizza goers continue to skew toward the adventurous.

What can pizza brands do to capitalize on this? Go ethnic, of course! This is your chance to take your customers' taste buds on a road trip around the world whether it's through a Thai-inspired pizza or by offering ingredients that are true to iconic regions, such as Tuscan marinara sauce from Italy or Kalamata olives from Greece.

Guests are the new chefs

Anyone who works in the pizza industry knows that we have some of the most passionate customers among any food sector. Millennials, in particular, know what they want and have no qualms about saying it, Tweeting it, Instagramming it or Snapchatting it. Brands should embrace this feedback to refine their offerings, because at the end of the day, it's all about giving the customer what they want.

Think of your loyalty programs, and the feedback you receive from your most devoted customers, as a built-in focus group for your brand. And, if you don't have a loyalty program already, then you should definitely consider implementing one because inviting this group into your circle of crust is key to serving up success!