08/24/2026
Pivotal Research 2026!: America Is Falling Out of Love With Pizza by The Wall Street Journal
"Restaurant chains explore strategy changes as sales slow for delivery mainstay
Once the second-most common U.S. restaurant type, are now outnumbered by shops and food eateries, according to industry data. Sales growth at pizza restaurants has lagged behind the broader fast-food market for years, and the outlook ahead isn’t much brighter.
Today, shops are engaged in price wars with one another and other kinds of . apps have put a wider range of cuisines and options at ’ fingertips. And $20 a pie for a family can feel expensive compared with $5 fast-food deals, frozen or eating a home-cooked .
Pizza’s dominance in restaurant fare is declining, however. Among different , it ranked sixth in terms of U.S. sales in 2024 among chains, down from second place during the 1990s, Technomic, Inc. said.
The number of pizza restaurants in the U.S. hit a record high in 2019 and has declined since then, figures from the market-research firm Datassential show.
As growth in pizza sales stagnates, between has intensified. Sales at Domino's Pizza have grown as the has rolled out such as a $9.99 offering for a large pie with toppings.
At Pizza Hut, sales at locations open at least a year have declined for eight straight quarters. Moreover, it has hundreds of dine-in locations, which occupy larger footprints, are more costly to operate, and account for a shrinking slice of where people eat .
Papa Johns Pizza has opened the door to selling the , though said they are focused on a broad turnaround strategy. The chain has spent the past year assessing its business, with executives looking to change everything from its strategy to how it builds its .
are becoming choosier, and Papa John’s has to step up its menu offerings and , said Thanawala, the chain’s CFO. That means offering more side dishes at good prices, including ones baked in the chain’s ovens.
The chain is closing some North American restaurants to focus on boosting at locations the believes are primed for growth. Other locations just need a face-lift, said." - Heather Haddon, WSJ
Read the full article for more:
https://www.wsj.com/business/hospitality/pizza-sales-popularity-down-98e8b064
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Restaurant chains are exploring strategy changes as sales slow for the food-delivery mainstay.