Pizza is as popular as it has ever been, but it’s still important for convenience stores and restaurants to deliver on affordability, value and flavor.
This observation comes from Fully Loaded: The State of the Pizza Nation 2023, a report from Green Bay, Wisconsin-based Alive & Kickin’ Pizza Crust that looks at pizza, foodservice, convenience stores and more.
With food prices rising 10.9% over the last year, according to the U.S. Bureau of Labor Statistics, pizza fans want more bang for their bite, whether picking up a pizza from a c-store, ordering it from a restaurant or heating it up at home, the report said.
In addition, “Some value-minded consumers are switching to generic or less-expensive brands to counteract inflation,” the report said, noting that even as public dining options have reopened following the pandemic, there is still a preference for pickup and delivery compared with dining in a restaurant.
“Supporting this trend, one in four limited-service, family-dining and fast-casual operators plan to devote more resources to expanding their off-premises business,” the report said.
Inflation-Fighting Flavors
The best way to battle inflation is with better flavor, the report said. “At the end of the day, customers are looking and willing to pay for pizza that satisfies,” said Alive & Kickin’. To that end, the company noted four craveable pizza flavors for 2023:
- Mood Food: Cannabis is legal or decriminalized in 19 states, and marijuana-infused recipes continue to spark high interest.
- “Swicy” Food: The Korean-inspired combination of sweet and spicy is a “uniquely stimulating blend.”
- Mushrooms: A delicious and healthy ingredient that’s often sourced locally.
- Spicy Honey: A flavor in the “swicy” trend that’s gaining in popularity.
The top U.S. topping, the report said, is pepperoni, followed by mushrooms, mozzarella, bacon, ham and sausage. These are followed by onions, olives, peppers, chicken, pineapple and beef.
Beyond Pizza
Other report highlights included why consumers shop in convenience stores:
- 71% of adult consumers discover new products and brands in c-stores.
- 38% of adult consumers shop at c-stores two or more times weekly.
- 62% of adult consumers visit c-stores at least once per week.
- 76% of consumers bought prepared food from a convenience store, with popularity at its highest among younger consumers.
- Of those 76%, 63% give four or five stars to the quality of the c-store food.
Finally, the report noted the top three reasons consumers buy and don’t buy food at c-stores:
The reasons they do buy:
- The ability to buy gas at the same time
- It’s faster than a drive-thru
- It’s on the consumer’s commute
The reasons they don’t buy:
- A preference for fast-food options
- The food is too pricey
- They want to stay in their vehicle
“Many of the nation’s leading convenience chains are looking to expand and grow in their hot food offerings,” the report said. “Loyalty programs represent another significant strategy to boost prepared food sales at c-stores. The advantage over restaurants is their programs cover diverse ranges of products and can reward purchases on non-food items for food, and vice versa, pumping up overall brand loyalty and offering extra value amid economic uncertainty.”