Value, Convenience, & Fast Service Drive Loyalty to Pizza Restaurants; Little Caesar’s Scores Best
In a recent survey of restaurant customers in the United States, when it comes to identifying what drives loyalty for restaurants, the most commonly-cited factors in determining which pizza-takeout restaurant is patronized most often are good value (53%), convenient locations (44%), low prices (44%), good discounts/promotions (42%), and fast service (41%). Having great-tasting food was the 7th most-important factor in driving loyalty, cited by 35% of consumers. The survey included five of the largest pizza-takeout restaurant brands in the US: Cici’s Pizza, Domino’s Pizza, Little Caesar’s Pizza, Papa John’s Pizza, and Pizza Hut.
The survey asked consumers to rate restaurant brands on different attributes. The pizza-takeout brands with the strongest perceptions for providing “good value” among past visitors were Little Caesar’s (45%) and Cici’s (43%). The top-scoring pizza-takeout brands for “convenient locations” were Pizza Hut (40%), and Domino’s and Little Caesar’s with 34% each. The top-scoring brands for “low prices” were Little Caesar’s (50%) and Cici’s (47%), while the top-scoring brands for “good discounts/promotions” were Domino’s (39%) and Little Caesar’s (38%). And the brands most likely to be perceived to offer “fast service” were Little Caesar’s (43%) and Cici’s (38%).
When it comes to taste, Papa John’s was the top-rated pizza-takeout brand for having “great-tasting food” by 44%, followed by Pizza Hut with 41%. This was one of Little Caesar’s relative weaknesses, with only 30% of past visitors saying it provided “great-tasting food.”
“For restaurants in the pizza-takeout segment, the most important factors that drive loyalty to a brand are all related to providing great price/value relationship and fast service from a convenient set of locations,” said David Decker, President, Consumer Edge Insight. “Little Caesar’s scores among the top-two brands in the segment on each of these attributes, but with other brands close behind. The competitiveness of this segment means that brands need to continue to find other ways to differentiate themselves in ways that enhance perceived value.”
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Restaurant DemandTracker, a syndicated consumer research service from Consumer Edge Insight, provides an in-depth analysis each quarter of how key economic and secular factors impact restaurant demand and which brands are best-positioned to succeed. Data for the most recent wave of Restaurant DemandTracker was collected in October via an online survey of over 3,000 US consumers, age 18 and over, designed and weighted to be representative of the US adult population that visit restaurants at least once per month. Some of the topics covered include economic factors driving changes in restaurant patronage, impact of health trends on overall patronage and by segment, changing demographic profiles of restaurant segment users, and numerous brand performance metrics. The research covers the quick-service, fast-casual, casual-dining, and fine-dining, and pizza-takeout segments in detail.