A majority of respondents charge
more than $2 for delivery.
the long-time operators who answered our survey are utilizing Facebook, and 50% are even on trend by offering gluten-free pizza.
Visit PMQ.com/census12 to view PMQ’s 2012 Pizza Industry Census.
Additional Revenue Opportunities
In addition to taking advantage of trends and gleaning ideas
from PMQ’s annual reader census, take a look around your
own neighborhood and cities nearby to see what’s working
in other restaurants. Don’t limit yourself to examining pizzerias; you could discover a fantastic salad idea at a Brazilian
restaurant, a clever way to hand stretch mozzarella tableside
at a high-end Italian trattoria, or be inspired to create a new
dessert after a visit to a local donut shop.
Be conscious of opportunities to raise awareness—and
prices—on items that consumers are currently interested in
as well. According to Mintel, drinks, breadsticks and salads
are the most-ordered items after pizza and represent an easy
opportunity to grow profits.
Additionally, a Mintel survey revealed that half of respondents limit the amount of pizza they eat because they
feel it has too many calories or too much fat. If you aren’t
currently offering a thin-crust option, the addition of one
might offer another revenue stream, as 38% of consumers
surveyed said they prefer thin crust over pan-style (20%) or
thick crust (19%). And, also on the topic of cutting calories,
40% of those surveyed by Mintel said they’d like to see more
personal-size pizzas on the menu, helping to shave calories
and provide a grab-and-go option.
Future Challenges For a look at what’s in store for the industry, IBIS- Worldwide’s March 2012 report, “Pizza Restaurants in the U.S.,” sheds some light on the next five years. Pizza restaurants will benefit as the economy con- tinues to improve, unemployment rates decline and consumers return to spending money on eating out. However, while the industry will grow, pizza restau- rants will continue to be affected by rising competi- tion from other retail food outlets and consumers’ preferences toward healthier foods. Consumers are expected to become even more health-conscious, and many Americans will steer clear of fast-food establishments such as pizza de- livery outlets. They will continue to crave products made from fresh and organic ingredients, resulting in an increased focus by pizzerias on using high- quality goods. Pizza restaurants will continue to face competi- tion from alternative retail outlets, such as grocery stores. Since Americans’ schedules are becoming busier, being able to pick up a made-to-order pizza while shopping for groceries is extremely conve- nient. As a result, pizza restaurants, especially those that offer delivery, will have to come up with ways to draw consumers back to their shops. The industry will be negatively affected by com- modity prices. Through 2017, the price of milk and wheat is predicted to increase, causing operators’ ingredients costs to rise. Some restaurants will in- crease prices to help with the rise in expenses, and others will cope by changing some of their menu offerings. Large chains that are able to buy in bulk will better manage the rise in expenses. With revenue expanding, more restaurants will open up in the industry, at a rate of 3.1% per year. Employment numbers are projected to follow suit. In the five years to 2017, employment is pre- dicted to increase an average of 2.3% per year, to 994,936 workers.
endorsed the Common Sense Nutrition Labeling Bill, saying it would allow small-business pizzeria owners to comply
with federal menu labeling requirements using innovative
approaches that strengthen consumer education and reduce
excessive regulatory costs.
The bill, among other provisions, would amend the existing law as follows:
The industry continues to wait for the widespread menu
labeling laws that were outlined in the Patient Protection
and Affordable Care Act of 2010 to take effect. Meanwhile,
though, big strides were made during 2012 in the fight
against what many in the pizza industry see as an unfair law
that would require all pizzerias with more than 20 locations
to provide nutritional information that labels an entire pizza
as one serving.
The American Pizza Community (APC), a coalition of
some of the nation’s largest pizza companies and suppliers,
formed in January 2012, with one of its main goals being
to advocate fair menu labeling practices. In July, the APC
Establishments that receive the majority of their or-
ders from customers who order off-premise–such as
those that offer a delivery service–would be allowed to
provide calorie information on a remote-access menu
instead of an expensive, and rarely seen, on-premise