Hot Trends
Pizza Chains: Dominating the eating-out Landscape
Europeans love pizza, whether the economy is booming or in crisis. But these little circles of dough from Italy do not automatically mean a licence to print money: the market conditions are harsh and competition for the big chains, not least from cheaper, individual providers and from frozen goods in the supermarkets, is fierce. The market is divided into three areas – fullservice, quickservice/fast food and delivery - and each segment is determined by rules of its own. In the natural way of things, it is the quick-service restaurants and the delivery services that have profited most in the difficult economic climate of the last few years, and it is they too that are announcing the most ambitious expansion plans. Part 1 of our pan European survey. UK While we may like to think of the UK casual dining scene as a cosmopolitan melting pot of noodles and nachos, sushi and dim sum, the real story is of course pizza. It is a segment that dominants the eating-out landscape. In turn the branded chains are a powerful force, from the big behemoths like Pizza Express and Pizza Hut to the niche players like Gusto and Fire & Stone plus interesting start ups such as Franco Manca and Pizza East.
According to Horizons, the market analyst, there are 2,614 casual dining pizza restaurants in the UK. A figure that has risen in the past five years from 2,468 - and more than half of those eateries sit within branded multiple-site businesses. If there is one eating-out segment in the UK that embodies the discounting phenomena it is pizza. Like much of the UK eating-out market, the big chains have embarked on highly competitive period of discounting in a bid to maintain footfall and volumes against the backdrop of a difficult economic environment. Discounts offered by the big chains have put consumer interest websites, such as www.moneysavingexpert.co.uk and www.vouchercodes.co.uk, firmly on the map. If you google one of these big pizza restaurant brands there is a fairly good chance that the returned search will feature one of these consumer websites in the top spot, rather than the brand itself.
Read in the full article more about the following countries: Germany, The Netherlands/Belgium, Poland and Turkey.
| 18 August 2010 |
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