Here's why pizza companies are weathering the downturn better than their restaurant counterparts:
Further, the industry that was experiencing some traffic erosion prior to the outbreak is now flat out reeling. Total restaurant customer transactions declined by 36% in the week ending March 22 compared to the same week a year ago, according to NPD’s . Quick-service transactions were down by 34% during that time frame, while their full-service counterparts experienced a whopping 71% drop in customer transactions.
As such, brands have pivoted their marketing focus to family meals/bundles. Take Pizza Hut, for example, which is promoting its Big Dipper, “nearly 2 feet of pizza,” for $12.99. Meanwhile, Taco Bell recently introduced the “Tripleupa,” McDonald’s is now selling a Double Big Mac , Torchy’s Tacos just started offering Family Packs and Black Bear Diner is selling specially-priced Family Meals.
Another piece of not-terrible news for many brands is that digital orders are up, buoyed by the abrupt shift to off-premise operations. Digital orders now represent 13% of all off-premise dollars, which bodes well for the large number of restaurants that proactively invested in such channels prior to the outbreak, and which especially bodes well for pizza companies that have long prioritized digital ordering and delivery.
that his company received"10 to 15 times" its usual restaurant leads in the early part of March. Uber Eats has“It’s highly probable that this crisis will define winners and losers by their digital proficiency since consumers may prefer the contactless delivery protocol that digital ordering offers,” , said in a statement.
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