New research released on U.S. pizza restaurants

Nov. 2, 2006
DUBLIN — Research and Markets has announced the release of a new report: Dining Out Review: Pizza Restaurants in the United States.
According to a news release, the report examines commercial dining at pizza restaurants in the United States, including full-service, quick-service and delivery-carryout chain restaurants. Market size estimates include chains with domestic, system-wide revenues higher than $50 million in 2005.
More than two thirds of all American adult respondents surveyed in the research report having eaten restaurant pizza in the last month through carryout, delivery or dine-in. The majority of pizza eaters buck health trends sweeping the restaurant industry; 59 percent of pizza-eating respondents said when they want pizza, they don't care whether it's healthful.
Unfortunately, despite positive perceptions of pizza as a convenient and economical food and a practical choice for large groups, these have not spurred rapid market growth. This signifies a mature market that appears to be increasing sales from population growth alone. The delivery-carryout segment is the largest in the market and also the slowest growing. Major players are prevented from raising prices due to extended price wars and price promotions. Due to this and other factors, such as high gas prices, the forecast for 2006 sales growth is slightly negative.
The threat of severe commoditization is mitigated by the half of survey respondents who report having a favorite pizzeria. The overwhelming basis for this favoritism is that the pizzeria "has the best pizza." A reasonable price, a variety of toppings and fast service also feature prominently into pizzeria selection. Factors like seating area and unusual ethnic styles of pizza appeal only to a smaller minority of respondents.
This report clearly identifies the principal external factors driving or curtailing growth. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics and segment.
Six years of specific sales data provide a factual and impartial presentation of the market as a whole. The report also evaluates the performance of individual sectors in the market and provides information about its major companies and brands. Using the SPSS forecasting package, a five-year forecast of U.S. retail sales is created, revealing potential opportunities for growth and product development.
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Topics: Operations Management

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