2. Sizzlin’ Hot
According to PMQ Pizza Magazine’s State of the Industry Report, US pizza sales increased 4.58%, to a total of $45.1 billion for the 12 months ending September 2017.
According to data from CHD Expert, there were 75,243 pizza restaurants operating in the US at the end of September 2017, with 33,515 chain locations and 41,728 independent locations.
Although independent had a net loss of 1,253 locations (openings vs. closings) and the chains a net gain of 954 locations for the year ending September 2017, consumers rated independent pizzerias higher than chains in 12 of 15 key attributes.

3. First Among Fast-Casuals
Data and insights from Restaurant Business reveal that pizza is the largest sector of fast- casual restaurants, at 37%, with seafood, 25%, second and “healthy,” 21%, third.
Some of the factors that have made pizza first among fast-casual restaurants include quick, affordable, personal-size, in-store pizzas; wild, organic, creative, natural and high-quality ingredients; and catering to regional preferences.
Fast-casual pizzerias are using décor reminiscent of upscale restaurants not only to attract an upscale clientele, but also to induce them to remain in the restaurant longer. Many have also started to offer delivery, as it is 20% to 40% of the business.

4. Trending Toppings
In its 2018 State of the Industry Report, PMQ Pizza Magazine cited California Pizza Kitchen has having the largest volume per unit, Pie Five Pizza Co. with the fastest-growing per unit sales and Domino’s with the highest- ranked Website.
Domino’s digital dominance is also reflected in its “genius” status on L2’s Digital IQ Index: Restaurants US 2017 report. Pizza Hut also appeared in the “genius” category while Papa John’s was “gifted,” putting three pizzerias in the top 10.
Pizza Hut and Domino’s were #4 and #5, respectively, in eMarketer’s list of the top 5 restaurants according to their Facebook “likes.” Pizza Hut had million and Domino’s 17.7 million as of August 2017.

5. Brands Hot from the Oven
Among all the outstanding pizzeria growth stories, none is more spectacular than Blaze Pizza, which increased its North American locations from two to 200 during just 4 years. Its credibility was further enhanced with an investment from LeBron James during July.
Pizzeria chain expansion during Q include Cicis’ two new locations in Alabama; Flippin’ Pizza NY Pies & Slices’ 4 new locations and 25 additional commitments; and Rapid Fired expanding from the Midwest to the California and Texas.
Where pizzerias are spending their ad dollars is also on the move, as social media ads are receiving more than half of marketing budgets while charity sponsorships and newspaper ads are receiving less.

6. Lovin’ the Pie
According to a restaurant industry analyst, convenience, and digital convenience, specifically, is the primary factor that attracts Millennials to pizzerias, as they prefer a pizzeria with an online, mobile app and social media presence.
Pizzerias must also cater to the younger Generation Z. According to an August survey from Unidays, 78% of them spend most of their money on food. Other research has revealed they are more financially savvy than Millennials.
The Unidays survey also found that almost 93% of Generation Z members said they are more likely to visit a restaurant that offers discounts, which is how 41% of them learn about new menu items while 20% obtain such information on social media.

7. Advertising Strategies
To remain competitive, recommend that your independent pizzeria clients include a clear branding statement in their advertising, such as “We promise to use only the freshest ingredients” or “We deliver just as fast as the big guys.”
Partnering with other local businesses is a great strategy for independent pizzerias: arrange with a bank for a free pizza for all new account holders; arrange with a hair salon to deliver a free pizza once or twice a month for its clients in the chairs and give each a coupon.
Other advertising partnering ideas: Kitchen remodelers can give their clients a coupon to eat at your restaurant while their kitchen is unusable. Offer taxi, bus, Uber and Lyft drivers some free slices and menus and coupons for their passengers, especially out-of-towners.

8. New Media Strategies
As independent pizzerias add new, competitive features, such as online ordering or third-party delivery, they should encourage customers to post comments, especially videos, about the quality and value of these services to the pizzerias’ social media pages.
To reach Generation Z members – and cultivate them as lifelong customers – online ordering is absolutely necessary. Offer a discount with their first order.
Generation Z members check YouTube more frequently than Instagram and Snapchat, so create short, visual and conversational messages, featuring your pizza makers and other Generation Z customers enthusiastically endorsing your pizzeria.