PIZZA & FLATBREADS. SAMPLE SLIDES get the full report: or THE KEYNOTE REPORT

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1 MenuTrends Keynote Pizza 2014 Contact Datassential: SAMPLE SLIDES get the full report: or brian@datassential.com THE KEYNOTE REPORT PIZZA & FLATBREADS MENUTRENDS KEYNOTE October 2014 Brian Darr brian@datassential.com

2 MenuTrends Keynote Pizza 2014 Contact Datassential: For the first time Datassential s MenuTrends Keynote Series is leveraging the power of MenuTrends, our trendtracking database, and combining it with extensive consumer and operator survey data, from motivations to behaviors to opportunities, in order to bring together trends, data, and insights in a comprehensive report that dives deep into key industry topics and categories. 2 For more details, please contact Brian Darr at: or brian@datassential.com The MenuTrends Keynote Breakfast report is an invaluable resource to help you understand the complete breakfast landscape away-from-home and at-home, detailing consumer s behavior, motivations and preferences. Every day two-thirds of consumers eat breakfast, most of it at home. But in the past few years restaurants have been working hard to lure customers away from their kitchens by expanding into the breakfast day part and adding innovative breakfast items. In order to understand the breakfast landscape, from consumer habits and preferences to opportunities for operators, manufacturers, and distributors, Datassential focused on breakfast for the launch of our brand new MenuTrends Keynote report series. Nearly 90% of consumer report eating a sandwich in the last week, with the majority prepared and eaten at home. As supermarkets and restaurants continue to compete for consumers dollars, sandwiches are a large and important battleground. Consumers are encountering a wider variety of sandwich options and flavors so manufacturers, distributors, foodservice operators and retailers need to better understand consumer habits and preferences. The new MenuTrends Keynote on Sandwiches details what consumers are already eating, what they are interested in trying, and how that compares to the sandwiches that operators are menuing. We asked over 1,000 consumers for their thoughts on a wide range of sandwich options, flavors, trends, and ingredients, uncovering preferences and motivations with direct implications for both foodservice and retail segments. Upcoming Topics 2014/2015 * Desserts * Burgers * Kids Menus * Appetizers * Side Dishes * Growing Spicy Flavors * Non-Alcoholic Beverages * Salads * The New Healthy * Alcoholic Beverages * BBQ / Southern

3 SHOW, BUT DON T GIVE OR LEAVE BEHIND This report can be presented live or via webinar, but can not be distributed to outside companies. If your company has purchased this report, you are encouraged to excerpt key exhibits and build them into your own presentations. However, you should not provide significant sections of this report to any outside company without express written consent from Datassential.

4 MenuTrends Keynote Pizza 2014 Contact Datassential: CONTENTS click to jump to a section OBJECTIVES & METHODOLOGY KEY INSIGHTS PIZZA LANDSCAPE CONSUMERS 27 DRIVERS & BARRIERS 34 MEGATRENDS 49 INGREDIENT SPOTLIGHT 59 VARIETIES 82 FLATBREADS 92 CHEESES CRUSTS SAUCES PROTEINS 122 TOPPINGS 130 PRODUCT OPPORTUNITIES 138 APPENDIX SUPPLEMENTAL DATA 145 OPERATORS 178

5 EXHIBIT GUIDE Landscape Pizza Penetration by Segment Pizza Menu Average Sizes Average Pizza Prices America s Favorite Pizza Pizza Eaten Pizza Timeline Consumers Last Pizza Occasion: Recency Pizza: Consumed by Meal Part AH vs. AFH Pizza: by Meal Part AFH: Where Eaten AFH: Where Purchased Pizza AH: Prep Methods Drivers & Barriers Preferred Pizza Type A truly Great Pizza starts with AH Pizza: Attribute Importance AH Pizza: Drivers AH Pizza: Drivers (unaided) AH Pizza: Barriers AH Pizza: Frustrations & Disappointments AFH Pizza: Attribute Importance AFH Pizza: Drivers, by Age AFH Pizza: Drivers (unaided) AFH Pizza: Barriers, by Age AFH Pizza: Frustrations & Disappointments , , , , , MegaTrends MAC: Pizza MegaTrends MegaTrends Interest Rating, by Age Ethnic Fusions High-End Cheeses Breakfast Pizzas Super Greens Gluten Free Crusts Flatbreads Wood/Coal-Fired Ingredient Spotlight MAC: Pizza Ingredients/Toppings Kale, Time Trend Pickled Ingredients, Time Trend Burrata, Time Trend Pulled/Shredded Pork, Time Trend Truffle Oil, Time Trend Eggs, Time Trend Arugula, Time Trend Balsamic Sauces, Time Trend Buffalo Chicken, Time Trend Pesto, Time Trend Seasonal Pizza Ingredients Varieties MAC: Pizza Varieties Top Pizza Varieties Top Pizza Items by Segment Top Pizza Items by Region ,

6 EXHIBIT GUIDE Varieties (cont d) Fastest Growing Pizza Varieties Healthy Terms: QSR vs. FSR Trending Pizza Flavors Pizza Varieties: Interest Rating Pizza Varieties: Interest by Gender & Age Pizza Varieties: Interest by Income & Ethnicity Unique Pizza: Interest Rating Unique Pizza: Interest by Gender & Age Unique Pizza: Interest by Income & Ethnicity Crusts MAC: Pizza Crusts Top Pizza Crusts Top Crusts by Segment Top Crusts by Region Trending Pizza Crusts Top Pizza Crusts: Avg. Price by Crust-Type Interest Rating: Crust Crust: Interest by Gender & Age Crust: Interest by Income & Ethnicity Flatbread Spotlight Penetration by Segment Growth by Segment Top Ingredients Flatbread vs. Entrée Pizza Ingredient Index Trending Flatbread Ingredients Cheeses MAC: Pizza Cheeses Top Pizza Cheeses Top Cheeses by Segment Top Cheeses by Region Trending Pizza Cheeses Top Pizza Cheese : Avg. Price Interest Rating: Cheese Cheese: Interest by Gender & Age Cheese: Interest by Income & Ethnicity Sauces & Flavors MAC: Pizza Sauces & Flavors Top Pizza Sauces & Flavors Top Sauces & Flavors by Segment Top Sauces & Flavors by Region Trending Pizza Sauces & Flavors Top Pizza Sauces & Flavors: Avg. Price Interest Rating: Sauces & Flavors Sauces & Flavors: Interest by Gender & Age Sauces & Flavors: Interest by Income & Ethnicity Proteins MAC: Pizza Proteins Top Pizza Proteins Top Proteins by Segment Top Proteins by Region Trending Pizza Proteins Top Pizza Proteins: Avg. Price

7 EXHIBIT GUIDE Proteins (cont d) Interest Rating: Proteins Proteins: Interest by Gender & Age Proteins: Interest by Income & Ethnicity Toppings MAC: Pizza Toppings Top Pizza Toppings Top Toppings by Segment Top Toppings by Region Trending Pizza Toppings Top Pizza Toppings: Avg. Price Interest Rating: Toppings Toppings: Interest by Gender & Age Toppings: Interest by Income & Ethnicity Product Opportunities Ingredient Innovation Packaging Innovation Equipment Innovation Technology Innovation Appendix: Supplemental Data Share of Stomach: AH vs. AFH Avg. Share of Visitations by Rest. Type Pizza Consumer Profile AFH Selection Criteria AFH Dining Habits Appendix:Supplemental Data (cont d) AFH Dining Habits by Age AH vs. AFH Pizza Frequency AH Pizza: Attribute Importance by Age AH Pizza: Frustrations/Disappointments by Age AFH Pizza: Attribute Importance AFH Pizza: Barriers by Age AFH Pizza: Drivers by Age Pizza Varieties Interest: LOVE IT by Gender & Age Pizza Varieties Interest: LOVE IT by Inc. & Ethnicity Cheese Interest: LOVE IT by Gender & Age Cheese Interest: LOVE IT by Income & Ethnicity Crust Interest: LOVE IT by Gender & Age Crust Interest: LOVE IT by Income & Ethnicity Sauce Interest: LOVE IT by Gender & Age Sauce Interest: LOVE IT by Income & Ethnicity Protein Interest: LOVE IT by Gender & Age Protein Interest: LOVE IT by Income & Ethnicity Topping Interest: LOVE IT by Gender & Age Topping Interest: LOVE IT by Income & Ethnicity Unique Pizza Interest: LOVE IT by Gender & Age Unique Pizza Interest: LOVE IT by Income & Ethnicity MegaTrends Interest: by Age QSR Pizza Trends FSR Pizza Trends Independent Operator Pizza Trends Chain Operator Pizza Trends

8 EXHIBIT GUIDE Pizza Operators Pizza Operator Profile Do You Menu Pizza or Flatbreads? Average Food Cost % Pizza Products Purchased Pizza Products Purchased, by Channel Purchase Formats: Sauce Brand Importance: Tomato Products Purchase Formats: Cheeses Brand Importance: Cheeses Purchase Formats: Meats Brand Importance: Meats Purchase Formats: Dough & Crust Brand Importance: Dough & Crust Challenges to Selling Pizza Focused on On-Trend or Classic Varieties?

9 MenuTrends Keynote Pizza 2014 Contact Datassential: SAMPLE SLIDES Soup Varieties: Detailed Profiles 9

10 MenuTrends Keynote Pizza 2014 Contact Datassential: Nearly one-third of all restaurants offer pizza. Pizza Penetration by Segment (% of restaurants serving pizza) 34% 32% 29% QSR and Casual operators are the most likely to serve pizza, often offering a wide range of varieties for consumers on the go. 24% 24% 19% QSR Fast Casual Midscale Casual Fine Dine ALL MENU PENETRATION: of all restaurants, % that offer pizza Source: Datassential MenuTrends

11 MenuTrends Keynote Pizza 2014 Contact Datassential: Pizza Menu Average Sizes (Average number of pizzas) 25 QSR Midscale Casual Fine Dine ALL Average Number of Pizzas 8-Year Growth 20 QSR: % Midscale: % 15 Total US: % Casual: % QSR operators tend to offer the largest pizza selections Fine Dining: % Source: Datassential MenuTrends

12 MenuTrends Keynote Pizza 2014 Contact Datassential: A truly GREAT pizza starts with having 46% TRULY GREAT Crust 20% TRULY 14% TRULY 11% TRULY 6% TRULY 2% TRULY GREAT GREAT GREAT GREAT GREAT Sauces & Toppings Cheeses Unique Flavor Combinations Meats & Proteins Ethnic Offerings QB11 : A truly great pizza starts with having n=1248

13 MenuTrends Keynote Pizza 2014 Contact Datassential: Consumers overwhelmingly prefer pepperoni pizza over other varieties. Other meat-topped pizzas, including sausage, meat lovers, and supreme are also frequent choices. Pizza Eaten RANK ITEM % WHO HAVE EATEN (past 2 weeks) FROM HOME AWAY FROM HOME 1 Pepperoni 40% 21% 79% 2 Sausage 16% 25% 75% 3 Meat Lovers 16% 22% 78% 4 Supreme 15% 28% 72% 5 Cheese 8% 30% 70% 6 Vegetarian 7% 35% 65% 7 Hawaiian 7% 20% 80% 8 White Pizza 5% 43% 57% 9 BBQ Chicken 5% 31% 69% 10 Margherita 4% 23% 77% 11 Mexican 3% 41% 59% 12 Buffalo Chicken 3% 26% 74% 13 California Style 3% 19% 81% 14 Meatball 3% 57% 43% 15 Sicilian 3% 17% 83% Among consumers who have eaten a pizza within the last 2 weeks QA2: Think back to the very last time you had a pizza. What type of pizza was it? HOME: made from scratch/semi-scratch, retail frozen pizza or take-and-bake). AWAY FROM HOME: purchased fully cooked for dine-in, take-out, or delivery. n=1027

14 MenuTrends Keynote Pizza 2014 Contact Datassential: The great majority of AFH pizza is taken to-go or delivered. AFH Pizza: Where Eaten 28% 28% 28% 53% 53% 53% 100% 19% Eaten at restaurant, dine-in Taken to-go Delivered Total QA5a : For this last pizza that you had AWAY FROM HOME, was it? n=788

15 MenuTrends Keynote Sandwich 2014 Contact Datassential: PIZZA IN TIME Papa John s releases a new deep-dish/pan pizza Neapolitan and thincrust pizza operators expand in Chicago Domino s launches its online Pizza Builder and Tracker Pizza cones from the early 2000 s appear again but fail to take off Pizza Hut unveils its Crazy Cheesy Crust & Firebaked Flatbreads Whole wheat/grain pizza crusts become widespread Pizza Hut takes text message and mobile Web orders Gluten free flatbreads appear at Uno Chicago Grill Domino s rolls out their Artisan Pizzas line with 3 varieties including Spinach & Feta Subway introduces their Flatizza line Cosi, Panera, Subway, and other non-pizza operators test new/lto pizzas and flatbreads Papa John s and Happy Joe s Pizza also begin testing breakfast pizzas Coal-fired pizza ovens rapidly gain popularity around the country Papa John s rolls out high-speed ovens which cut down cooking times by 2 minutes Casual dining chains begin serving appetizer flatbreads The NY Times discusses the rise in elevated pizzas and high-end pizza operators Little Caesar s releases a pretzel crust pizza Chili s tests several pizza options, including a build-your-own pizza with 11 toppings

16 MenuTrends Keynote Pizza 2014 Contact Datassential: THE DATASSENTIAL MENU ADOPTION CYCLE (MAC) F&B trends follow a predictable life cycle, based on their availability in key away from home and at-home segments. For the past 30 years, the market sweet spot has been in the PROLIFERATION stage. But times are changing, and we predict that the new sweet spot will shift to ADOPTION in the years ahead. Specialty Retailers Upper-Casual Food Trucks Specialty Grocers Farmers Markets Chef-Casual Casual Independents Fast-Casual Supermarkets Menu Adoption Cycle Casual Chains Club Stores Lodging C&U Discount Grocers QSR Dollar Stores B&I Drug Stores Midscale Fine Dining Ethnic Markets Ethnic Independents K-12 Grocery Deli C-Stores

17 MenuTrends Keynote Pizza 2014 Contact Datassential: MENU ADOPTION CYCLE PIZZA & FLATBREAD MEGATRENDS Sicilian Flatbreads Buffalo Chicken BBQ Ethnic Fusions Short Ribs Burrata Taleggio Confit Chili Oil Gluten Free Crusts Philly Prosciutto Thai Chicken Kalamata Olives Green Onions Smoked Gouda Breakfast Pizzas Balsamic Wood/Coal-Fired Asparagus White Cheddar Arugula Fontina Asiago Butternut Squash Sage Avocado Potatoes Truffle Oil Pineapple Ricotta Feta Pesto Margherita Fresh Mozzarella Bacon Meat Lovers Mushroom Sausage Pepperoni Manchego Lamb Chorizo Fennel Super Greens Pulled Pork High-End Cheeses Pancetta Broccoli Rabe Chipotle INCEPTION ADOPTION PROLIFERATION UBIQUITY

18 MenuTrends Keynote Pizza 2014 Contact Datassential: Wood or coal-fired pizza is the MegaTrend most popular with consumers, with one-third expressing interest. Currently in Proliferation on the Menu Adoption Cycle, the wood/coal-fired trend speaks to the growing popularity of authentic, Neapolitan-style pizza that can only be achieved with special dough and high-heat ovens. Wood -fired or coal-fired pizzas 30% High-End Cheeses 26% Flatbreads Breakfast Pizzas 17% 22% Interest Rating: MegaTrends (Top 2) Ethnic Fusions 16% Super Greens 15% Gluten Free 12% QC8 : Described are some pizza trends you might not already be familiar with. For each, please indicate how interested you are in trying that type of pizza trend/item. 5-point scale, top 2 (very interested and interested) n=1248

19 Source: Datassential INSIDER MenuTrends Keynote Pizza 2014 Contact Datassential: INCEPTION: Ethnic Fusions PIZZA Pizzas and flatbreads can be a blank canvas for a wide range of non-mediterranean cuisines. Newer trending flavors from Thai, Korean, and Latin American cuisines are beginning to appear on pizzas. Notable Flavors Lamb Chipotle Chorizo Chimichurri Manchego Peanut Sauce Sriracha Thai Chicken ON THE MENU RESTAURANT ITEM DESCRIPTION BRIXX WOOD FIRED PIZZA DOWNEY'S PUB HUMPERDINK S SALU SPICY SHRIMP PIZZA THAI PIZZA SOUTHWESTERN FLATBREAD CHORIZO AND PEPPER FLATBREAD back and spicier than ever. spicy shrimp on a sriracha base with sun-dried tomatoes, roasted red peppers, mozzarella and goat cheese garnished with fresh basil. shredded chicken with sriracha-peanut sauce, onions, carrots, mozzarella and basil. flatbread with chimichurri sauce, diced chicken, diced red and green pepper, black beans, corn, mozzarella 5 cheese blend and topped with cilantro. house made chorizo, fire roasted peppers, manchego cheese, sage.

20 MenuTrends Keynote Pizza 2014 Contact Datassential: Taste is the most important AFH pizza attribute for the majority of consumers. Generous toppings, made-to-order freshness, and value are nearly as critical. AFH Pizza: Attribute Importance (Top 2) Great taste Clean & sanitary food/beverage areas Quantity of toppings, meats, cheese, etc. Pizza is made fresh-to-order Quality of the crust Best value (price for quality) Consistent food/beverage Convenient location Having my preferred pizza style Lowest prices overall Coupons Delivery is available Reviews, recommendations Upscale, gourmet varieties Restaurant atmosphere, ambiance Open longer, late-night hours In-store seating available Healthier food options available Drink/meal combos Rewards/loyalty program All natural, organic, local ingredients Kids menu Gluten-free offerings 27% 22% 46% 46% 43% 42% 42% 40% 38% 36% 62% 59% 53% 53% 82% 82% 81% 81% 80% 75% 74% 69% 90% n=1248

21 MenuTrends Keynote Pizza 2014 Contact Datassential: It was easier to make and more tasty. Also all ingredients must be real and evenly distributed on the pizza. All points of the pizza (outside, middle, top, and bottom) must be equally done at the same time. A wider variety of topping-ready ingredients were available. I already make most pizza at home from scratch and the only reason I don t more often is the amount of prep work for truly unique, fun, non-traditional pizzas. Frozen or take-and-bake are emergency meal options only. I could get a good view of the pizza inside to see if it has enough toppings - there should be plenty of sauce and ingredients to cover the entire pizza and not leave 1+ inches uncovered around the crust. At Home Pizza: Drivers (unaided) Store-bought pizzas in the frozen section are terrible. The crust tastes terrible and they are not very generous with the sauce. It s like biting into a piece of wood. Coupons and special prices are great motivators for me to buy and make more pizza at home. It s rather expensive given the downshift in quality and taste from delivery pizza. If store-bought pizzas were generous with sauce, toppings, and seasonings I d be more willing. I find myself supplementing the pizzas to make them tastier. If I am in a hurry, I ll get a take-and-bake. I would never purchase frozen pizza I can afford other, better options. If I could get it to taste as good as take-out and be able to cook more pizzas at once. QB4 : Please complete this thought: Other than lower cost, I would be more likely to have pizza AT HOME if n=1156

22 MenuTrends Keynote Pizza 2014 Contact Datassential: GET THE FULL REPORT or

23 MenuTrends Keynote Pizza 2014 Contact Datassential: WE KNOW FOOD DATASSENTIAL is your best source for food industry insights from the latest menu trends to the products shoppers want at the grocery store. for more information, contact BRIAN DARR at or

24 MenuTrends Keynote Pizza 2014 Contact Datassential: DATASSENTIAL INNOVATION TOOLS MenuTrends The industry s most accurate system for identifying, tracking, and predicting flavor trends FS CPG 10x larger than other menu and flavor databases 15 million menu examples from more than 100k menus LTOs new and limited-time items updated weekly

25 MenuTrends Keynote Pizza 2014 Contact Datassential: DATASSENTIAL INNOVATION TOOLS LTO Analytics On-demand analysis of new item and LTO activity at hundreds of restaurant chains FS CPG benchmark detailed activity reports for each chain versus its competitive set weekly new items and LTOs are updated each week historic track over 100 months of LTO activity, dating back to 2006

26 MenuTrends Keynote Pizza 2014 Contact Datassential: DATASSENTIAL INNOVATION TOOLS FLAVOR+ Fill your retail innovation process with an ongoing stream of consumertested new product ideas FS CPG INNOVATION FUNNEL. Flavor+ is the first step for meaningful, process-drive innovation. New product-flavor combinations are assessed each period, prioritized by market opportunity. EARLY DETECTION SYSTEM. Trends start first at restaurants and today are transitioning to retail faster than ever. Flavor+ utilizes the Menu Adoption Cycle to detect early stage trends and then tracks them over time. METRICS Appeal Uniqueness Excitement Frequency Brand fit Each period, emerging flavors are identified through MenuTrends and the Menu Adoption Cycle. Those flavors and are then paired with your specific product categories and tested with consumers. Legacy and new flavors are tracked longitudinally, with full reporting by shopper segments and demography.

27 MenuTrends Keynote Pizza 2014 Contact Datassential: DATASSENTIAL SALES TOOLS Firefly The first true universal operator database, verified by 5 million phone calls each year FS CPG census phone-validated profiles for every FS location in the US restaurants, onsite, and retail food sell better generate target lists by segment, menu type, operational attributes, or even what s on the menu analytics analyze local markets, brand performance, and more than 10,000 chains

28 MenuTrends Keynote Pizza 2014 Contact Datassential: DATASSENTIAL CUSTOM RESEARCH Consumer Extraordinary eater and shopper insights that reveal the why behind the what FS CPG Segmentation Concept testing Proprietary flavor trackers Category / AAU Brand strength Market entry analysis Customer satisfaction TURF analysis Price optimization foodservice target users of specific restaurants, c-stores, and other segments retail / cpg survey shoppers by store type or specific brand global reach execute research in more than 70 countries, with full translation capability

29 MenuTrends Keynote Pizza 2014 Contact Datassential: DATASSENTIAL CUSTOM RESEARCH Operator Expert insights from the industry s largest panel of foodservice decision makers FS CPG Concept testing Category management Category AAU Brand tracking In-store testing Market entry analysis Package testing 40k panelists by far the industry s largest operator panel, with 40,000 purchase decision makers all segments reach operators from all segments LSR, FSR, lodging, healthcare, K-12, C&U, B&I, and more true feedback a panel built exclusively for research, balanced and unbiased

30 MenuTrends Keynote Pizza CALL 2014MAEVE WEBSTER AT OR AT Contact Datassential: TRENDSPOTTING STAY IN-THE-KNOW ON THE LATEST TRENDS WITH REPORTS FROM QUARTERLY MONTHLY BI-MONTHLY MONTHLY MONTHLY MONTHLY ON THE MENU keeps you up-todate, covering six key trends every month, each with consumer data, menu examples, and expert commentary. Plus, we gather and examine the hottest LTOs from major chains across the country. TIPS brings you deep analysis of trends at different stages along the menu adoption cycle. Each issue is packed with extensive research, foodservice/menu availability, media coverage, and both consumer AND operator data. WORLD BITES bring you foods, flavors, and trends from around the globe. Each issue covers 10+ authentic dishes from a single cuisine, with background, menu examples, and extensive consumer data, including market demand. CREATIVE CONCEPTS is your monthly, in-depth look at the latest trends in restaurant and foodservice concepts. Each issue includes representative establishments, complete with extensive overviews and menu examples. DINE AROUND takes you on a trendspotting tour of the country. Each month we focus on one city, with an overview of the city and region s food culture; indepth operator and manufacturer profiles; menu examples; and consumer data. INTERNATIONAL CONCEPTS, launching in 2014, brings you chain activity from around the globe, highlighting upand-coming concepts, trends, and ethnic flavors. Each issue covers six chains in a single market, complete with menu examples.

31 MenuTrends Keynote Pizza 2014 Contact Datassential: a Datassential solution Contact Brian Darr: brian@datassential.com