The Pizza Industry

The Pizza Industry

 History of Pizza
Birth of the Pizza –  Italy or elsewhere? Pizza in Renaissance
Spread to other countries What it is now – (Supreme !!!!)

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 Nutritional Value

 Survey on Kids

The World Pizza And Indian Pizza Market

 World Market of the Pizza Industry

Comparison

Pizza Hut Domino 's Others

Pizza Hut “Think Global act Local” First to introduce localized menu.

Domino’s “Think local act regional” First to offer country wide Hunger helpline.

 Pizza Industry - USA
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$30+ billion per year industry. 69,000 pizzerias. 3 billion pizzas sold every year. 93% of Americans have atleast 1 pizza per month. 94% of the population eats Pizza.

 Indian Pizza Market
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The Pizza segment is growing in India by 40% with Indians consuming 3.5 million PPM. The organized pizza market is worth 700 crore . Pizza outlets serve pizzas with several Indian based toppings like Tandoori Chicken and inclusion of Cottage Cheese (Known as Paneer).

Pizza Hut Domino 's US Pizza Papa Jones Others

 SWOT Analysis
Strengths:  Pizza is a food item loved and consumed by majority of the people in the world. This is proved by the figures shown in the slides before.  Pizza outlets provide good taste, quality products with qualified staff, good atmosphere and hygienic environment. Motivation level of staff stays high which make the pizzerias more prosperous. Weaknesses:  The Pizza outlets provide less range of products and they are usually high priced except for some other reasonable alternatives. In the Indian context, except for some new variants, they focus more on Western taste instead of Eastern. Opportunities:  New markets can be explored and new opportunities can be sought. Diversification of products can increase their market share. They can reduce their prices because of more resources. They could also incorporate other service models in their structure. Threats:  New entrants in the market can affect their market share.  Other local restaurants can affect their market share by providing pizzas with lower price.

 Pizza Hut
• Founded in 1958.

•Parent Company: Yum! Brands.
•Pizza Hut “Bistro” •Pizza Hut Express and “The Hut”

 Place
• 12,500 restaurants across 91 countries. •147 stores across 35 cities in India •Mostly in higher income zone

 Products

 Price
• Range: 65 - 485

•Coupon worldwide and gift cards in developed countries •Pan 4 all

 Promotion
•C.H.A.M.P.S (Cleanliness, Hospitality, Accuracy, Maintenance, Product quality and Speed) •3F‟s ( Fun, Friendly and Familiar)

• Sponsored Back to the Future II
• "MySpace Ted" campaign • Endorsed by Lara Dutta.

Pizza Hut – BCG Matrix
1)P‟Zone, from Calzone Garlic Cheese Bread

2)The Pan Pizza
3)Thin n Crispy 4)Dipping Strips

 Pizza Hut - Target Markets
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Target audience is basically anyone and everyone who loves to eat pizzas. Age group of 12 to 30.
Pizza has long been targeted to families, because of its ambience and the environment it offers in all its outlets.

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Ad Campaigns
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First Ad – about sharing Australia – 1980‟s „Welcome Back‟ campaign Mexico – The Tomato sauce dip along with the pizza The „Great Indian Treat‟ „Full Punjabi‟ Roped in Ringo Starr for the campaign Pizza hut in the iphone !!!!

 Papa John’s
• Proven, streamlined operating system. •World-class franchise support and business consulting

 Place
• 3,400 restaurants worldwide • Papa John 's is in all 50 states of US and approximately 40 international markets

• High Income zone

Products
• 4 different size of Pizza •24 Types of Pizza •6 Types of Starters •3 Types of pasta

•4 Types of Salads

 Price
• Range: 85 – 495 •Offers and coupons

 Promotion
• Online Marketing

• B2B Mobile Marketing
• CEO in advertisement

“People Are Priority Always”

 Domino’s Pizza
• Founded in 1960.
• Entered India in 1996. •8500 outlets across 55 countries. •250 outlets in India •USP- Quick Home delivery

 Products
•Pizza (Available in 3 sizes and various tastes) •Garlic Bread •Pasta •Veg calojne •chicken wings •Sandwiches • desserts

 Price
•Price Range- Rs 35 to Rs 430
•Barbell Strategy of Pricing •Various combo offers

 Place
•256 outlets in India •All major cities of India •Located in Malls and Posh areas •Outlets strategically placed to serve the home delivery in 30 minutes

•Four outlets in Ahmedabad
•Focus on Home delivery

 Promotion
•Initially focused their ad strategy on banners, hoardings . •„Hungry Kya?‟ campaign •Tie up with MTNL – Hunger Helpline •Database based direct mailing strategy. •Localized taste •30 minutes home delivery. •Online Orders. •Advertisement by celebrities

 Domino‟s - Target audience
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Target Audience:  Consumers who belong to the age group of 14 35 years  People who love fast food and have been exposed to the western style of eating  People who are upwardly mobile and on-the-go

Ad Campaigns
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1989 - „One call does it all‟ Delivery in 30 minutes

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„Pizzamania‟
Chinese Pizza Fun Meal @ 45 /-

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•Most popular Pizza Outlet in Ahmedabad • Started in 1999 in Ahmedabad • By Sankalp Group of Restaurants • Presence in Rajasthan and Gujarat

• USP- Unlimited Buffet
• Focus on American Taste of Pizza

 Products
• Soups
• Pizza (available in 3 sizes and variety of tastes) • Garlic Bread • Salad ( 34 types of salad) •Deserts

 Price
•Price for Pizza ranges from Rs 60 to Rs
335 • Differential pricing for Unlimited Buffet at Rs 99. •Strategy focuses on high volume of sales

at low margin.
•Various combo offers called Meal Deals

 Place
•Located in 7 cities of Gujarat and Rajasthan. • Total number of outlets – 9

• 3 outlets in Ahmedabad.
•Located at Posh areas of cities.

• Express outlets at Maninagar

 Promotion
•Unlimited Buffet in lunch and dinner is a big hit. •Design your own pizza. •Ambience based on American theme.

•Increasing the number of outlets.
• Free home delivery. •Kids Birthday Party Offer.

•More Variety of Food.

 One special mention from Tanzania

 Marketing through blogs http://vishalacharya.wordpress.com  Business to a range of other products

 Emerging Players
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Papa John‟s Pizza Express

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Vieira Pizza
California Pizza Kitchen Largento‟s Pizza.

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 California Pizza Kitchen
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A casual dining chain with 252 restaurants Signed franchise agreements with two partners It expects to open a minimum of 15 restaurants Premium restaurants targeting High End Customers It has 27 existing restaurants around the globe This Los Angeles-based chain is known for its unconventional menu items

 E-Pizza

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It will be placed in the food and entertainment business. Triangle shaped pizza kid‟s meal called the E-Meal Custom line of distinguishable Mini Coopers delivering pizzas and movies

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 Additional data
Frequency for Pizza Deciding factor for Pizza

6% 16% 12% 10% 21% Every two weeks Once a month 51% Once two month Once three month 17% 8%

4% 8% Cost Quality of Pizza Quality of Service 47% Queue Location/proximity Brand Ambience

 Additional data
Preferred Complimentary With Pizza
0% 16% 14% Ice cream Cold drink Salad 70% Other 10% 0% 21% 57% 8%

Preferred Outlet

4%

Pizza hut
Uncle Sams Domino 's Papa jones US Pizza No specific

 Interesting Facts
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Americans eat approximately 100 acres of pizza EACH DAY, or about 350 slices per second. There are approximately 69,000 pizzerias in the United States. Pizzerias represent 17% of all restaurants. (Source: Food Industry News) Pizza accounts for more that 10% of all foodservice sales. (Source: Food Industry News.) 93% of Americans eat AT LEAST one pizza per month. (Source: Bolla Wines.) 66.66% of Americans order pizza for a casual evening with friends. (Source: Bolla Wines.)

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 Interesting Facts
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Each man, woman and child in America eats and average of 46 slices, (23 pounds), of pizza per year. (Source: Packaged Facts, New York.) Italian food ranks as the most popular ethnic food in America. (Source: National Restaurant Association.) A study done by a U.S. Department of Agriculture statistician and home economist found that in a three-day survey period, 42% of children between the ages of 6 and 11 had eaten pizza. (Source: Smithsonian Magazine.) 94% of the population of the U.S. eats pizza. (Source: Parade Magazine.)

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 Link to see pizzerias around the world

http://www.business.com/directory/f ood_and_beverage/restaurants_and_ foodservice/restaurant_chains/pizza/

 References
•Industry Facts. Retrieved August 8, 2009, from Wikipedia: http://pizzaware.com/facts.htm •Advertisements of other brands. Retrieved August 8, 2009, from Wikipedia: http://www.pmq.com/index.php •Pizza. Retrieved August 8, 2009, from Wikipedia: http://en.wikipedia.org/wiki/Pizza •History of Pizza. Retrieved August 8, 2009, from Wikipedia: http://en.wikipedia.org/wiki/History_of_pizza •Pizza. Retrieved August 8, 2009, from All Facebook Interview: http://www.allfacebook.com/2009/02/pizza-hut-facebook/ •Pizza Hut from Wikipedia: http://en.wikipedia.org/wiki/Pizza_Hut •Pizza Hut Celebrates Successful Delivery to Space from space.com: http://www.space.com/news/spacestation/space_pizza_010522.html •Papa John’s: www.papajohnsindia.com •Pizza Hut: www.pizzahut.co.in •Papa John 's Pizza from Wikipedia: http://en.wikipedia.org/wiki/Papa_John%27s_Pizza

 References
•Industry Facts. Retrieved August 18, 2009, from Wikipedia:

http://pizzaware.com/facts.htm, http://www.pizzamarketplace.com/
•Advertisements of other brands. Retrieved August 18, 2009, from Wikipedia: http://www.franchisedirect.com/foodfranchises/pizzafranchises •Pizza. Retrieved August 18, 2009, from Wikipedia:

http://en.wikipedia.org/wiki/Pizza
•Current scenario of The Pizza Industry . Retrieved August 18, 2009, from http://www.pizzatoday.com/ •Pizza references and updates. Retrieved August 18, 2009, from http://ask.reference.com/information/Food_and_Drinks/Pizza-Industry •Snapshot of the Pizza Industry. Retrieved August 18, 2009, from http://www.franchisedirect.com/foodfranchises/pizzafranchises/

Time to go and grab a bite !

References: •Industry Facts. Retrieved August 18, 2009, from Wikipedia: http://pizzaware.com/facts.htm, http://www.pizzamarketplace.com/ •Advertisements of other brands. Retrieved August 18, 2009, from Wikipedia: http://www.franchisedirect.com/foodfranchises/pizzafranchises •Pizza. Retrieved August 18, 2009, from Wikipedia: http://en.wikipedia.org/wiki/Pizza •Current scenario of The Pizza Industry . Retrieved August 18, 2009, from http://www.pizzatoday.com/ •Pizza references and updates. Retrieved August 18, 2009, from http://ask.reference.com/information/Food_and_Drinks/Pizza-Industry •Snapshot of the Pizza Industry. Retrieved August 18, 2009, from http://www.franchisedirect.com/foodfranchises/pizzafranchises/ Time to go and grab a bite !