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Pizza might be one of the most versatile ways to grab a quick bite to eat. It comes in takeout, delivery, dine-in, frozen and take-and-bake. Pizza is a staple during college, and research shows that Millennials form habits during that time that stick with them throughout their lives. Four in 10 Americans say they eat pizza at least once a week, according to research by Technomic. This is up from one in four Americans just a few years ago. So, it’s safe to say that pizza’s popularity is rising.
Here are 5 reasons Millennials love pizza.
1. Quick and easy — usually
Millennials are known for their busy schedules. A typical Millennial may go to a workout class at 6 a.m., go to work from 8 to 5, and then a community event afterward. According to an NPD report, “Reaching the Millennial Generation,” Millennials report they spend half their food budget on takeout. So, whether they have a pizza delivered to their apartment or grab a frozen pizza at the grocery store, it’s a quick and easy option to add to their busy lives.
Millennials are known for being active co-creators. This means they want to interact with brands, but they also want to interact with their food. They want to make it their own. That’s a reason pizza works so well for them. Pie Five Pizza Co., a Texas-based company, touts its “interactive pizza experience.” Customers can create their own personal pizzas and choose their crust, sauce, meat and veggies.
3. Never gets old
With unique combinations and customizable pies, pizza is a meal that never gets old. One night it’s classic cheese and marinara, and the next is a Greek-inspired creation with humus. With unlimited possibilities, pizza can adapt to Millennials ever changing palette desires. Restaurants have tapped into this desire for new pizza creations, most recent being Chili’s. Chili’s has added a variety of pizza offerings to its menu, one of which is a taco pizza that includes four cheeses, seasoned ground beef and pico de gallo.
4. Good value
Millennials are a cash-strapped generation, and they like a good deal. Pizza can be a cheap meal when having friends over to watch the big game or can be a quick bite to eat with leftovers for lunch the next day. Blaze Pizza, a California fast casual that plans to expand to 15 cities by the end of the year, is capitalizing on Millennials wanting a good deal.
5. Shareable with my friends
Millennials like brands that are shareworthy, according to research by Barkley, Boston Consulting Group and SMG. While this normally means that Millennials want to talk about brands online through social media, it doesn’t discount the desire to share with their friends. Pizza has always been a food that you buy to share with a crowd. So, whether you’re ordering delivery before the big game or going out to eat, pizza allows Millennials to mix, match and share.
| Jeff Fromm is executive VP at Barkley, and co-author of "Marketing To Millennials: Reach The Largest and Most Influential Generation of Consumers Ever."
Jeff will be a keynote speaker at the 2013 Fast Casual Executive Summit October 13-15 in New Orleans. He will be providing attendees with tools to guide their thinking for the future and help ensure they are marketing to this undeniably powerful demographic.
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