bake Special Report - Pizza 2021 - 37

Data-Driven
decisions
Pizza chains are increasing their use of internal data
to develop new products and direct overall growth
strategies. Domino's, in particular. has capitalized
on this approach, mining its database of 85 million
users for consumer insights. This led the company to
focus on carryout service, which represented 45% of
its US sales in 2019. The same year, 65% of Domino's
transactions were digital.
Expanding data insights and increasing digital
activity helped Domino's pivot quickly in response
to the pandemic. In the months ahead, pizza
restaurants could expand their focus on internal
data analysis to meet the evolving needs - and
predict future demands - of specific customer
groups.
One sales-boosting strategy is the development
and promotion of new menu items that play off of
popular trends.
In November 2020, for example, Pizza
Hut launched a line of plant-based, alternativeprotein
pizzas as part of a broader, sustainabilitydriven
collaboration with Beyond Meat. The
company also released a Detroit-Style pizza in
January, following a year of development and
testing iterations in the Midwest.
Comfort Pizza
With many people stuck at home during the
pandemic, families began to eat together again,
spending more time preparing their own meals,
or ordering take-out. As a result, many Americans
rediscovered their love of comfort foods. And the
highest-rated comfort food in the United States
is pizza, according to a Treadmill Reviews Study.
Technomic reports 46% of restaurants having success
with comfort foods.
In a study conducted by One Poll and Farm Rich, 2
in 3 Americans reverted to consuming more comfort
food since the start of the pandemic, and 69% of
people say they'll continue to enjoy the same amount
of comfort food that they ate during the pandemic.
" Food is a common denominator in what gives
us comfort during these stressful times, " says Ciera
Womack, Farm Rich senior marketing director.
Comfort foods include familiar flavors, textures, or
dishes that never go out of style and are perceived
as classic or nostalgic. Generally enjoyed in larger
portions, they tend to be high in calories, and often
qualify as doughy, sweet, salty, or rich in umami flavor.
Spanning cuisines around the world, what grants
these foods a comfort factor is the sense of physical
or emotional security they bring to people, especially
during uncertain and difficult times, like a pandemic.
Bake Magazine Digital Special Report 3 | Volume 2 | bakemag.com
37
PIZZA HUT/PANERA BREAD

http://www.bakemag.com

bake Special Report - Pizza 2021

Table of Contents for the Digital Edition of bake Special Report - Pizza 2021

bake Special Report - Pizza 2021 - 1
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