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Who Doesn’t Like Pizza?

In a time when people seem to be more and more focused on healthy foods, slow cooking, vegan lifestyles and, overall, anything that’s not fast-food, it seems that pizza is still strong in the preference rankings of consumers. Especially among the youngsters.

This may not come as a surprise per say, but look at the numbers – a recent study showed that in the United States this industry added up to 45,1 billion dolars (from the current 75 243 American pizzerias) and worldwide to 134 billion. Actually, this particular market grew 12% between 2016 and 2018 and there is no likely reason why this won’t keep happening. Even more so, if you take into account the increasingly social component of it (some actually call it a ritual).

However, precisely because pizza is no longer just pizza, but an entire experience, this status can be both an opportunity and a disaster. Despite the growth in the industry, there are thousands of pizza places that close every year (the most recent count was 5 291 in the USA, with 4 121 independent restaurants and 1 170 units that were part of major chains). True, there are also thousands that open as well every year (4 992 – 2 868 independent places and 2 124 from chains), but it is important for the owners to understand what the segment that eats the most pizza really wants (that would be the teenagers and young people with ages between 13 and 35). There is another survey that highlighted that 25% of these youngsters order pizza, most of them for dinner, on regular weeknights, and almost 40% eat it for lunch on a regular basis.

And what tdo the young want from the pizza experience? Decent prices, quality food, nutritional labels, ease in placing orders (especially online) and personalized services (and this is exactly why there was so much success for the places that allowed their clients to choose their ingredients freely and in detail, especially when they are also provided with a wide range of topping alternatives).

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