CHICAGO — Pizza consumption is at its highest level in the past four years, according to a new trend report from restaurant industry tracker Technomic, Inc. Americans on average are grabbing a slice four times a month, up from 3.4 pizza occasions in 2014.
Differentiation is more important than ever in this increasingly competitive market, Technomic said. In other words, ordinary toppings just won’t cut it.
|Deanna Jordan, manager of consumer insights at Technomic|
“Today’s consumers are less beholden to their standard pizza orders, as emerging players push the envelope of what’s expected on a pizza menu,” said Deanna Jordan, manager of consumer insights at Technomic. “New chef-designed specialty pizzas positioned as customizable thought-starters will serve to convey kitchen skills and allow for the personalization these consumers increasingly expect.”
Nearly 4 in 10 consumers, up from 32% two years ago, say unique toppings are “highly important” in creating a good pizza, and 32% of consumers, up from 25% in 2014, want to know the nutritional content of the pizza they consume. Though health may be top of mind for nearly a third of consumers, vegetarian pizzas are quickly falling out of favor in both limited- and full-service restaurant segments according to Restaurant Business, Technomic’s sister publication.