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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The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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