Consumer Attitudes towards Pizza and Pasta Restaurants (and
Takeaway)-Questionnaire for Project Reports and Dissertations
Issues
in the Pizza Pasta Market
As
well as battling the recession along with the rest of the eating out market,
the pizza/pasta restaurant market has had a number of additional factors to
deal with that are either unique to the sector or affect it more specifically,
eg nutritional content and limited menu variety.
The
sector is also notable for its stronger than average reliance on the discount
culture during the recession, arguably making market conditions tougher for
itself as the UK looks set for recovery. On the other hand the sector has
benefited from some of its unique market conditions, not least through its
position as the forerunner in e-commerce revenues in the home delivery market
thanks to its limited menu which allows ease of ordering, customising, cooking
and transporting.
This
report examines the impact of the recession on this specific marketplace whilst
also gathering and analysing consumer reactions to government concerns in this
area. The report also looks at patterns of usage in the pizza/pasta restaurant
market as well as consumer attitudes towards ‘the good, the bad’ and the ugly
elements of the pizza and pasta restaurant sector.
●
How
much of a threat are supermarket-bought alternatives to the pizza/pasta
restaurant market?
●
How
has the recession affected market growth?
●
What
impact are government drives towards healthy eating having on the market?
Definition
This
report examines changes and developments in the pizza and pasta restaurant
market. Within the scope of the report, takeaway, delivery and sit-down
restaurants are considered. The market size comprises turnover from pizza and
pasta chains (restaurant and home delivery/takeaway) as well as independents.
The
definition does not include either fine dining or formal Italian restaurants.
The retail and takeaway sales of pizza and pasta from bakeries and supermarkets
are specifically excluded, although some mention is made of these where
relevant as they offer both an alternative to pizza/pasta outlet usage and a
channel for branded product sales.
Consumer research
In
addition to quantitative consumer research, Mintel also conducted an online
discussion group among a demographically mixed group of around 15 consumers.
This
discussion group was asynchronous (ie not run in real time), functioning like a
blog or bulletin board, with questions remaining posted for a pre-determined
period of time. This method allows participants to respond reflectively, at
their leisure, or to log off to think about any issues raised, and return later
to respond.
Strengths
and Weaknesses in the Pizza Pasta Market
Strengths
●
As
the recession has made consumers less adventurous in their purchasing
decisions, the pizza/pasta restaurant sector has been in a good position with
its obvious menu choices and familiar
products.
●
The
UK continues to be a convenience-driven society
with spending priority surveys showing that going out and dining out remain
consumers’ top spending priorities after
paying household bills.
●
Within
the eating out market, the pizza/pasta restaurant sector also benefits from
elements of theatre not so easily applied
to other cuisine types, eg open kitchens to watch dough being tossed and the
authenticity of wood-burning ovens as well as interactive and customisable
elements such as self-service salad bars.
●
The Saturday Night
Effect has
increased in 2009 with the strong TV scheduling allowing consumers to use the
recession as an excuse, not just a genuine reason, to stay in instead of going
out. Whilst this is good news for the takeaway/delivery sector, it obviously
has more adverse affects for the dine in sector.
Weaknesses
●
Brand
differentiation is
a particular problem in the pizza/pasta restaurant market and an area that
needs significant investment going forward.
●
Discount culture: Although price-led
promotions have been key to maintaining footfall for many pizza/pasta
restaurants during the recession, weaning consumers off of these going forward
will be difficult as they are now used to paying lower average cheques for the
same products.
●
Emerging
markets such as fast casual dining are
an added competitor to pizza/pasta restaurants, and illustrate the fact that
the mid-market is an increasingly segmented sector, increasing the need for
pizza/pasta brands to reassert their position in the market either as
value/low-cost operations or gourmet leisure experiences.
●
The
issue of nutritional content is
arguably more of a concern to the pizza/pasta restaurant sector than many
others due to the high fat/calorie content of the products on offer. If calorie
labelling is made compulsory, it is likely that consumers will cut back on
these restaurants and their products more than others as, for example, pubs
offer a greater number of healthier options to balance the calorie content of
the whole meal.
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