Young Consumers’ Love For Pizza Lives on For These Reasons

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Young consumers have always loved pizza, but that doesn’t mean they don’t expect some changes from the industry. Here’s how pizza restaurants are keeping up with 13-35-year-olds’ shifting expectations…

It’s never been hard to get young people to eat pizza, and Millennials and Gen Z are no exception. Three quarters of 13-35-year-olds tell Ypulse they order pizza takeout, the majority eat it for dinner on a typical weeknight, and around four in 10 are regularly eating it for lunch. Young diners love pizza so much that the New York Post published an article aptly titled “Millennials are choosing pizza, push-ups and video games over church,” which found that young consumers are replacing typical religious rituals with exercise, multiplayer video games, and—yes—group outings to eat pizza.

But while the typical 13-35-year-old may not be praying over their pepperoni, they certainly are spending their money on it. In 2017, the U.S. pizza industry raked in $45.1 billion, according to PMQ Pizza Magazine’s annual industry report, and between 2016 and 2018, the market for pizza grew 12%. Pizza is also considered the fastest-growing segment of fast-casual restaurants—which young consumers are known for favoring—and Blaze Pizza took the title as the fastest-growing restaurant chain in the country by Business Insider.

In other words, pizza isn’t going anywhere. But that doesn’t mean that young consumers’ shifting dining habits and expectations aren’t forcing traditional pizza restaurants to change their strategies to cater to them. Now, a simple pizza joint churning out classic pies won’t cut it with the generation that expects customization, experience, technology, and high-quality food. As PMQ put it, “It became crystal clear [in 2017] that pizza consumers want their pizza the way they want it…

 
 

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