the keynote report pizza & flatbreads

MenuTrends Keynote | Pizza 2014 1Contact Datassential: 312-655-0594

PIZZA & FLATBREADSTHE KEYNOTE REPORT

Brian [email protected]

October 2014MENUTRENDS KEYNOTE

SAMPLE SLIDESget the full report: 312-655-0594 or [email protected]

MenuTrends Keynote | Pizza 2014 2Contact Datassential: 312-655-0594For the first time Datassential’s MenuTrends Keynote

Series is leveraging the power of MenuTrends, our trend-

tracking database, and combining it with extensive consumer

and operator survey data, from motivations to behaviors to

opportunities, in order to bring together trends, data, and

insights in a comprehensive report that dives deep into key

industry topics and categories.

For more details, please contact Brian Darr at: 312-655-0594 or [email protected]

The MenuTrends Keynote Breakfast report is an invaluable resource to help you understand the complete breakfast landscape…away-from-home and at-home, detailing consumer’s behavior, motivations and preferences.

Every day two-thirds of consumers eat breakfast, most of it at home. But in the past few years restaurants have been working hard to lure customers away from their kitchens by expanding into the breakfast day part and adding innovative breakfast items. In order to understand the breakfast landscape, from consumer habits and preferences to opportunities for operators, manufacturers, and distributors, Datassential focused on breakfast for the launch of our brand new MenuTrends Keynote report series.

Nearly 90% of consumer report eating a sandwich in the last week, with the majority prepared and eaten at home. As supermarkets and restaurants continue to compete for consumers dollars, sandwiches are a large and important battleground. Consumers are encountering a wider variety of sandwich options and flavors so manufacturers, distributors, foodservice operators and retailers need to better understand consumer habits and preferences.

The new MenuTrends Keynote on Sandwiches details what consumers are already eating, what they are interested in trying, and how that compares to the sandwiches that operators are menuing. We asked over 1,000 consumers for their thoughts on a wide range of sandwich options, flavors, trends, and ingredients, uncovering preferences and motivations with direct implications for both foodservice and retail segments.

Upcoming Topics 2014/2015

* Desserts * Burgers * Kids Menus

* Appetizers * Side Dishes * Growing Spicy Flavors

* Non-Alcoholic Beverages * Salads * The New Healthy

* Alcoholic Beverages * BBQ / Southern

SHOW, BUT DON’T GIVE OR LEAVE BEHIND

This report can be presented live or via webinar, but can not be distributed to outside companies.

If your company has purchased this report, you are encouraged to excerpt key exhibits and build them into your own presentations.

However, you should not provide significant sections of this report to any outside company without express written consent from Datassential.


OBJECTIVES &

METHODOLOGYKEY INSIGHTS CONSUMERS

DRIVERS &

BARRIERS

INGREDIENT

SPOTLIGHT

9 24

5934

27

CONTENTS

VARIETIES

FLATBREADS

82

92

CHEESES CRUSTS SAUCES

106 114

PROTEINS TOPPINGS

130

98

122

PRODUCT

OPPORTUNITIES138

APPENDIXSUPPLEMENTAL DATA

145

click to jump to a section

12

PIZZA

LANDSCAPE19

MEGATRENDS

49

OPERATORS

178

EXHIBIT GUIDELandscape

Pizza Penetration by Segment

Pizza Menu Average Sizes

Average Pizza Prices

America’s Favorite Pizza

Pizza Eaten

Pizza Timeline

Consumers

Last Pizza Occasion: Recency

Pizza: Consumed by Meal Part

AH vs. AFH Pizza: by Meal Part

AFH: Where Eaten

AFH: Where Purchased

Pizza AH: Prep Methods

Drivers & Barriers

Preferred Pizza Type

A truly Great Pizza starts with…

AH Pizza: Attribute Importance

AH Pizza: Drivers

AH Pizza: Drivers (unaided)

AH Pizza: Barriers

AH Pizza: Frustrations & Disappointments

AFH Pizza: Attribute Importance

AFH Pizza: Drivers, by Age

AFH Pizza: Drivers (unaided)

AFH Pizza: Barriers, by Age

AFH Pizza: Frustrations & Disappointments

19

20

21

22

23

24-25

26

27

28

29

30

31

32

33

34

35

36

37, 154

38

39-40

41

42, 155

43, 156

44, 158

45-46

47, 157

48

MegaTrends

MAC: Pizza MegaTrends

MegaTrends Interest Rating, by Age

Ethnic Fusions

High-End Cheeses

Breakfast Pizzas

Super Greens

Gluten Free Crusts

Flatbreads

Wood/Coal-Fired

Ingredient Spotlight

MAC: Pizza Ingredients/Toppings

Kale, Time Trend

Pickled Ingredients, Time Trend

Burrata, Time Trend

Pulled/Shredded Pork, Time Trend

Truffle Oil, Time Trend

Eggs, Time Trend

Arugula, Time Trend

Balsamic Sauces, Time Trend

Buffalo Chicken, Time Trend

Pesto, Time Trend

Seasonal Pizza Ingredients

Varieties

MAC: Pizza Varieties

Top Pizza Varieties

Top Pizza Items by Segment

Top Pizza Items by Region

49

50

51, 173

52

53

54

55

56

57

58

59

60

61-62

63-64

65-66

67-68

69-70

71-72

73-74

75-76

77-78

79-80

81

82

83

84

85

86

EXHIBIT GUIDEVarieties (cont’d)

Fastest Growing Pizza Varieties

Healthy Terms: QSR vs. FSR

Trending Pizza Flavors

Pizza Varieties: Interest Rating

Pizza Varieties: Interest by Gender & Age

Pizza Varieties: Interest by Income & Ethnicity

Unique Pizza: Interest Rating

Unique Pizza: Interest by Gender & Age

Unique Pizza: Interest by Income & Ethnicity

Flatbread Spotlight

Penetration by Segment

Growth by Segment

Top Ingredients

Flatbread vs. Entrée Pizza Ingredient Index

Trending Flatbread Ingredients

Cheeses

MAC: Pizza Cheeses

Top Pizza Cheeses

Top Cheeses by Segment

Top Cheeses by Region

Trending Pizza Cheeses

Top Pizza Cheese : Avg. Price

Interest Rating: Cheese

Cheese: Interest by Gender & Age

Cheese: Interest by Income & Ethnicity

87

88

89

90

159

160

91

171

172

92

93

94

95

96

97

98

99

100

101

102

103

104

105

161

162

Crusts

MAC: Pizza Crusts

Top Pizza Crusts

Top Crusts by Segment

Top Crusts by Region

Trending Pizza Crusts

Top Pizza Crusts: Avg. Price by Crust-Type

Interest Rating: Crust

Crust: Interest by Gender & Age

Crust: Interest by Income & Ethnicity

Sauces & Flavors

MAC: Pizza Sauces & Flavors

Top Pizza Sauces & Flavors

Top Sauces & Flavors by Segment

Top Sauces & Flavors by Region

Trending Pizza Sauces & Flavors

Top Pizza Sauces & Flavors: Avg. Price

Interest Rating: Sauces & Flavors

Sauces & Flavors: Interest by Gender & Age

Sauces & Flavors: Interest by Income & Ethnicity

Proteins

MAC: Pizza Proteins

Top Pizza Proteins

Top Proteins by Segment

Top Proteins by Region

Trending Pizza Proteins

Top Pizza Proteins: Avg. Price

106

107

108

109

110

111

112

113

163

164

114

115

116

117

118

119

120

121

165

166

122

123

124

125

126

127

128

EXHIBIT GUIDEProteins (cont’d)

Interest Rating: Proteins

Proteins: Interest by Gender & Age

Proteins: Interest by Income & Ethnicity

Toppings

MAC: Pizza Toppings

Top Pizza Toppings

Top Toppings by Segment

Top Toppings by Region

Trending Pizza Toppings

Top Pizza Toppings: Avg. Price

Interest Rating: Toppings

Toppings: Interest by Gender & Age

Toppings: Interest by Income & Ethnicity

Product Opportunities

Ingredient Innovation

Packaging Innovation

Equipment Innovation

Technology Innovation

Appendix: Supplemental Data

Share of Stomach: AH vs. AFH

Avg. Share of Visitations by Rest. Type

Pizza Consumer Profile

AFH Selection Criteria

AFH Dining Habits

129

167

168

130

131

132

133

134

135

136

137

169

170

138

139

140-141

142-143

144

145

146

147

148

149-150

151

Appendix:Supplemental Data (cont’d)

AFH Dining Habits by Age

AH vs. AFH Pizza Frequency

AH Pizza: Attribute Importance by Age

AH Pizza: Frustrations/Disappointments by Age

AFH Pizza: Attribute Importance

AFH Pizza: Barriers by Age

AFH Pizza: Drivers by Age

Pizza Varieties Interest: LOVE IT by Gender & Age

Pizza Varieties Interest: LOVE IT by Inc. & Ethnicity

Cheese Interest: LOVE IT by Gender & Age

Cheese Interest: LOVE IT by Income & Ethnicity

Crust Interest: LOVE IT by Gender & Age

Crust Interest: LOVE IT by Income & Ethnicity

Sauce Interest: LOVE IT by Gender & Age

Sauce Interest: LOVE IT by Income & Ethnicity

Protein Interest: LOVE IT by Gender & Age

Protein Interest: LOVE IT by Income & Ethnicity

Topping Interest: LOVE IT by Gender & Age

Topping Interest: LOVE IT by Income & Ethnicity

Unique Pizza Interest: LOVE IT by Gender & Age

Unique Pizza Interest: LOVE IT by Income & Ethnicity

MegaTrends Interest: by Age

QSR Pizza Trends

FSR Pizza Trends

Independent Operator Pizza Trends

Chain Operator Pizza Trends

152

153

154

155

156

157

158

159

160

161

162

163

164

165

166

167

168

169

170

171

172

173

174

175

176

177

EXHIBIT GUIDEPizza Operators

Pizza Operator Profile

Do You Menu Pizza or Flatbreads?

Average Food Cost %

Pizza Products Purchased

Pizza Products Purchased, by Channel

Purchase Formats: Sauce

Brand Importance: Tomato Products

Purchase Formats: Cheeses

Brand Importance: Cheeses

Purchase Formats: Meats

Brand Importance: Meats

Purchase Formats: Dough & Crust

Brand Importance: Dough & Crust

Challenges to Selling Pizza

Focused on On-Trend or Classic Varieties?

178

179

180

181

182

183

184

185

186

187

188

189

190

191

192

193


Soup Varieties: Detailed

Profiles

9

SAMPLE SLIDES


Nearly one-third of all restaurants offer pizza.

MENU PENETRATION: of all restaurants, % that offer pizza

Pizza Penetration by Segment(% of restaurants serving pizza)

QSR and Casual operators are the

most likely to serve pizza, often

offering a wide range of varieties

for consumers on the go.

Source: Datassential MenuTrends

34%

24% 24%

32%

19%

29%

QSR FastCasual

Midscale Casual Fine Dine ALL


0

5

10

15

20

25

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

QSR Midscale Casual Fine Dine ALL

Pizza Menu Average Sizes(Average number of pizzas)

Total US: 16.3 +21%

Casual: 12.7 +19%

Fine Dining: 6.2 -10%

Average Number

of Pizzas

8-Year

Growth

Source: Datassential MenuTrends

QSR operators tend to offer the

largest pizza selections.

QSR: 20.4 +26%

Midscale: 19.1 +30%


n=1248QB11 : “A truly great pizza starts with having…”

46% CrustTRULY

GREAT

11% TRULY

GREAT Unique Flavor Combinations

20%TRULY

GREAT Sauces & Toppings

14% TRULY

GREAT Cheeses

6% TRULY

GREAT Meats & Proteins

A truly GREAT pizza starts with having…

2% TRULY

GREAT Ethnic Offerings


Pizza Eaten

n=1027QA2: Think back to the very last time you had a pizza. What type of pizza was it? HOME: made from scratch/semi-scratch, retail frozen pizza or take-and-bake). AWAY FROM HOME: purchased fully cooked for dine-in, take-out, or delivery.

RANK ITEM % WHO HAVE EATEN (past 2 weeks)FROM

HOME

AWAY FROM

HOME

1 Pepperoni 21% 79%

2 Sausage 25% 75%

3 Meat Lovers 22% 78%

4 Supreme 28% 72%

5 Cheese 30% 70%

6 Vegetarian 35% 65%

7 Hawaiian 20% 80%

8 White Pizza 43% 57%

9 BBQ Chicken 31% 69%

10 Margherita 23% 77%

11 Mexican 41% 59%

12 Buffalo Chicken 26% 74%

13 California Style 19% 81%

14 Meatball 57% 43%

15 Sicilian 17% 83%

Consumers overwhelmingly prefer pepperoni pizza over other varieties. Other meat-topped pizzas, including sausage, meat lovers, and supreme are also frequent choices.

40%

16%

16%

15%

8%

7%

7%

5%

5%

4%

3%

3%

3%

3%

3%

Among consumers who have eaten a pizza within the last 2 weeks


The great majority of AFH pizza is taken to-go or delivered.

AFH Pizza: Where Eaten

QA5a : For this last pizza that you had AWAY FROM HOME, was it…? n=788

19%

53% 53% 53%

28% 28% 28%

100%

Eaten at restaurant, dine-in Taken to-go Delivered Total

MenuTrends Keynote | Sandwich 2014 15Contact Datassential: 312-655-0594

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Papa John’s releases

a new deep-dish/pan

pizza

PIZZA IN TIME

Whole

wheat/grain

pizza crusts

become

widespread

Neapolitan and thin-

crust pizza operators

expand in Chicago

Papa John’s and Happy

Joe’s Pizza also begin

testing breakfast pizzas

Cosi, Panera,

Subway, and

other non-pizza

operators test

new/LTO pizzas

and flatbreads

Little Caesar’s

releases a pretzel

crust pizza

Domino’s rolls

out their

Artisan Pizzas

line with 3

varieties

including

Spinach & Feta

Subway

introduces their

Flatizza ™ line

Chili’s tests several pizza

options, including a

build-your-own pizza

with 11 toppings

Domino’s launches

its online Pizza

Builder and Tracker

Pizza Hut unveils its

Crazy Cheesy Crust &

Firebaked Flatbreads

Pizza Hut

takes text

message

and mobile

Web orders

Gluten free

flatbreads

appear at

Uno Chicago

Grill

Pizza cones from the

early 2000’s appear

again but fail to take off

Papa John’s rolls out

high-speed ovens which

cut down cooking times

by 2 minutes

Coal-fired pizza

ovens rapidly gain

popularity around

the country

The NY Times discusses

the rise in “elevated”

pizzas and high-end

pizza operators

Casual dining

chains begin

serving appetizer

flatbreads


Fine Dining

Chef-Casual

Food Trucks

Upper-Casual

Fast-Casual

Casual Independents

Ethnic Independents

QSR

C&U

Lodging

Casual Chains

B&I

Midscale

Grocery Deli

C-Stores

K-12

Menu Adoption

Cycle

THE DATASSENTIAL MENU ADOPTION CYCLE (MAC)F&B trends follow a predictable life cycle, based on their availability in key away from home and at-home segments.

For the past 30 years, the market sweet spot has been in the PROLIFERATION stage. But times are changing, and

we predict that the new sweet spot will shift to ADOPTION in the years ahead.

Ethnic Markets

Farmers MarketsSpecialty Grocers

Supermarkets

Club Stores

Specialty Retailers

Dollar Stores

Discount Grocers

Drug Stores


MENU ADOPTION CYCLE

PIZZA & FLATBREAD MEGATRENDS

INCEPTION ADOPTION PROLIFERATION UBIQUITY

Pancetta

Lamb Fennel

Kalamata Olives

Super Greens

Green Onions

High-End Cheeses

Sage

Asiago

Truffle Oil

Balsamic

Fresh Mozzarella

BBQ

Ricotta

Margherita

Bacon

Pesto

Arugula

Smoked Gouda

Meat Lovers

Chipotle

Asparagus White Cheddar

Pepperoni

Sicilian

Fontina

Manchego

Confit

Mushroom

Sausage

Thai Chicken

Pulled Pork

Gluten Free Crusts Philly Prosciutto

Buffalo Chicken

Butternut Squash

Wood/Coal-Fired

Short Ribs

Broccoli Rabe

Burrata

Breakfast Pizzas

Flatbreads

Pineapple

Taleggio

Avocado

Ethnic Fusions

Chorizo

Chili Oil

Feta

Potatoes


QC8 : Described are some pizza trends you might not already be familiar with. For each, please indicate how interested you are in trying that type of pizza trend/item. 5-point scale, top 2 (very interested and interested)

Interest Rating: MegaTrends (Top 2)

n=1248

Wood or coal-fired pizza is the MegaTrend most popular with consumers, with one-third expressing interest.Currently in Proliferation on the Menu Adoption Cycle, the wood/coal-fired trend speaks to the growing popularity of authentic, Neapolitan-style pizza that can only be achieved with special dough and high-heat ovens.

30%

26%

22%

17%

16%

15%

12%

Wood -fired or coal-fired pizzas

High-End Cheeses

Flatbreads

Breakfast Pizzas

Ethnic Fusions

Super Greens

Gluten Free


Pizzas and flatbreads can be a

blank canvas for a wide range

of non-Mediterranean cuisines.

Newer trending flavors from Thai,

Korean, and Latin American cuisines are

beginning to appear on pizzas.

INCEPTION: Ethnic Fusions

Notable

Flavors

RESTAURANT ITEM DESCRIPTION

BRIXX WOOD FIRED

PIZZASPICY SHRIMP PIZZA

back and spicier than ever. spicy shrimp on a sriracha base with

sun-dried tomatoes, roasted red peppers, mozzarella and goat

cheese garnished with fresh basil.

DOWNEY'S PUB THAI PIZZAshredded chicken with sriracha-peanut sauce, onions, carrots,

mozzarella and basil.

HUMPERDINK’SSOUTHWESTERN

FLATBREAD

flatbread with chimichurri sauce, diced chicken, diced red and

green pepper, black beans, corn, mozzarella 5 cheese blend and

topped with cilantro.

SALUCHORIZO AND PEPPER

FLATBREAD

house made chorizo, fire roasted peppers, manchego cheese,

sage.

Lamb

Chipotle

Chorizo

Chimichurri

Manchego

Peanut Sauce

Sriracha

Thai Chicken

ON THE MENU

PIZZA

Source: Datassential INSIDER


n=1248

Taste is the most important AFH pizza attribute for the majority of consumers. Generous toppings, made-to-order freshness, and value are nearly as critical.

90%

82%

82%

81%

81%

80%

75%

74%

69%

62%

59%

53%

53%

46%

46%

43%

42%

42%

40%

38%

36%

27%

22%

Great taste

Clean & sanitary food/beverage areas

Quantity of toppings, meats, cheese, etc.

Pizza is made fresh-to-order

Quality of the crust

Best value (price for quality)

Consistent food/beverage

Convenient location

Having my preferred pizza style

Lowest prices overall

Coupons

Delivery is available

Reviews, recommendations

Upscale, gourmet varieties

Restaurant atmosphere, ambiance

Open longer, late-night hours

In-store seating available

Healthier food options available

Drink/meal combos

Rewards/loyalty program

All natural, organic, local ingredients

Kids menu

Gluten-free offerings

AFH Pizza: Attribute Importance (Top 2)


QB4 : Please complete this thought: “Other than lower cost, I would be more likely to have pizza AT HOME if…”

At Home Pizza:

Drivers (unaided)

“If I am in a hurry, I’ll get a take-and-bake. I would never purchase frozen pizza

– I can afford other, better options.”

“I could get a good view of the pizza inside to see if it has enough toppings -

there should be plenty of sauce and ingredients to cover the entire pizza and

not leave 1+ inches uncovered around the crust.”

“Store-bought pizzas in the frozen section are terrible. The crust tastes terrible

and they are not very generous with the sauce. It’s like biting into a piece of

wood.”

“If store-bought pizzas were generous with sauce, toppings, and seasonings

I’d be more willing. I find myself supplementing the pizzas to make them

tastier.”

“Coupons and special prices are great motivators for me to buy and make

more pizza at home. It’s rather expensive given the downshift in quality and

taste from delivery pizza.”

“It was easier to make and more tasty. Also all ingredients must be real and

evenly distributed on the pizza. All points of the pizza (outside, middle, top,

and bottom) must be equally done at the same time.”

”If I could get it to taste as good as take-out and be able to cook more pizzas

at once.”

“A wider variety of topping-ready ingredients were available. I already make

most pizza at home from scratch and the only reason I don’t more often is the

amount of prep work for truly unique, fun, “non-traditional” pizzas. Frozen or

take-and-bake are emergency meal options only.”

n=1156


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WE KNOW FOOD

for more information, contact BRIAN DARR at

312-655-0594 or [email protected]

DATASSENTIAL is your best source for food industry insights – from the

latest menu trends to the products shoppers want at the grocery store.


MenuTrendsDATASSENTIAL INNOVATION TOOLS

10xlarger than other menu

and flavor databases

15 millionmenu examples from

more than 100k menus

LTOsnew and limited-time

items updated weekly

The industry’s most accurate

system for identifying, tracking,

and predicting flavor trends

FS

CPG


LTO AnalyticsDATASSENTIAL INNOVATION TOOLS

benchmarkdetailed activity reports

for each chain versus its

competitive set

historictrack over 100 months of

LTO activity, dating back

to 2006

weeklynew items and LTOs are

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On-demand analysis of new

item and LTO activity at

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FS

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FLAVOR+DATASSENTIAL INNOVATION TOOLS Fill your retail innovation process

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INNOVATION FUNNEL. Flavor+ is the first step for meaningful,

process-drive innovation. New product-flavor combinations are

assessed each period, prioritized by market opportunity.

EARLY DETECTION SYSTEM. Trends start first at restaurants

and today are transitioning to retail faster than ever. Flavor+

utilizes the Menu Adoption Cycle to detect early stage trends

and then tracks them over time.

Appeal

Uniqueness

Excitement

Frequency

Brand fit

METRICS

FS

CPG

Each period, emerging flavors are

identified through MenuTrends and

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Those flavors and are then paired

with your specific product categories

and tested with consumers.

Legacy and new flavors are tracked

longitudinally, with full reporting by

shopper segments and demography.


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censusphone-validated profiles

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segment, menu type,

operational attributes, or

even what’s on the menu

The first true universal operator database,

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ConsumerDATASSENTIAL CUSTOM RESEARCH

Segmentation

Concept testing

Proprietary flavor trackers

Category / AAU

Brand strength

Market entry analysis

Customer satisfaction

TURF analysis

Price optimization

Extraordinary eater and

shopper insights that reveal

the “why” behind the “what”

FS

CPG

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restaurants, c-stores, and

other segments

retail / cpgsurvey shoppers by store

type or specific brand

global reachexecute research in more

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OperatorDATASSENTIAL CUSTOM RESEARCH Expert insights from the

industry’s largest panel of

foodservice decision makers

Concept testing

Category management

Category AAU

Brand tracking

In-store testing

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40k panelistsby far the industry’s

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all segmentsreach operators from all

segments – LSR, FSR,

lodging, healthcare, K-12,

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true feedbacka panel built exclusively

for research, balanced

and unbiased


MONTHLY

QUARTERLY

BI-MONTHLY

ON THE MENU keeps you up-to-date, covering six key trends every month, each with consumer data, menu examples, and expert commentary. Plus, we gather and examine the hottest LTOs from major chains across the country.

TIPS brings you deep analysis of trends at different stages along the menu adoption cycle. Each issue is packed with extensive research, foodservice/menu availability, media coverage, and both consumer AND operator data.

WORLD BITES bring you foods, flavors, and trends from around the globe. Each issue covers 10+ authentic dishes from a single cuisine, with background, menu examples, and extensive consumer data, including market demand.

CREATIVE CONCEPTS is your monthly, in-depth look at the latest trends in restaurant and foodservice concepts. Each issue includes representative establishments, complete with extensive overviews and menu examples.

DINE AROUND takes you on a trendspotting tour of the country. Each month we focus on one city, with an overview of the city and region’s food culture; in-depth operator and manufacturer profiles; menu examples; and consumer data .

INTERNATIONAL CONCEPTS, launching in 2014, brings you chain activity from around the globe, highlighting up-and-coming concepts, trends, and ethnic flavors. Each issue covers six chains in a single market, complete with menu examples.

MONTHLY MONTHLY MONTHLY

CALL MAEVE WEBSTER AT 312-655-0596 OR EMAIL AT [email protected]

TRENDSPOTTINGSTAY IN-THE-KNOW ON THE LATEST TRENDS WITH

REPORTS FROM


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Contact Brian Darr:312-655-0594

[email protected]

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