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Advertising Data & Consumer Response: Pizza Delivery & COVID-19

July 09 2020 by Matthew Bozin

 

 

Who Doesn’t love pizza? Don’t worry, it’s a rhetorical question. Lucky for you, Pathmatics and Mintel have the answer, and the advertising data to back it up!

With our industry leading ad intelligence, Pathmatics offers a window into advertisers’ digital strategy. Add to that, Mintel, the world’s leading market intelligence agency, and you get a full picture, from marketing strategy to consumer behavior.

Now, back to the real issue at hand – a hot out of the oven, slice of perfection. With Covid-19 keeping everyone at home for the foreseeable future, our basic needs must still be attended to – like eating. And with the absence of dine-in options, and the uptick in food pickup and delivery services, we decided to take look at the top 4 US pizza delivery advertisers, and consumer attitudes and behaviors towards online ordering and pizza delivery.

First up: Pathmatics. Taking a look at Dominos, Pizza Hut, Little Caesars and Papa Johns, between March 1 and May 31, we found Dominos dominated (ignore the ‘cheesy’ puns…if you can) in both creatives released and spend share with 77%, beating out Pizza Hut by more than 5x their spend. 

Screen Shot 2020-07-06 at 11.53.50 AM

 

However, what’s more interesting is the channel strategy, as Domino’s focused 76% to Facebook, 

Screen Shot 2020-07-06 at 11.55.48 AM

while Little Caesars and Papa Johns pooled 63% and 46% of their money into Instagram, leaving Pizza Hut to split evenly between the two social platforms.

And with the changing horizon concerning Covid-19, creatives have shifted as well, as each company focused their messaging to highlight safety, and contactless delivery.

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But, how have consumers reacted to the shift in digital advertising? As experts in what consumers want and why, Mintel asked some important questions and crunched the numbers. 

Mintel Data Slides for Pathmatics Video (1)_Page_1

According to Mintel research, 72% of consumers agree that pizza delivery options are becoming more convenient, while 2 in 5 want to hear about food safety.

But, most interesting, though not totally surprising in the Covid-age, is the significant increase in restaurant takeout and delivery usage, as well as 1 in 5 orders from the last three months were actually from first time users of food delivery services. 

Screen Shot 2020-07-09 at 11.44.47 AM

So, what can we glean from all this melted mozzarella? For one, pizza seems to be getting a lot of people through the tough times. However, it remains to be seen if this trend will continue as states ease restrictions on restaurant dine-in services, as well as how consumers view their discretionary spending while the pandemic continues to ravage the economy.

Though, with convenience and value of pizza delivery, perhaps we’re only seeing the beginning of a major shift in strategy and consumer behavior? Just some ‘food for thought’. Oh, come on, you can’t blame us for that one.

So, from all of us at Pathmatics and Mintel – stay safe, and choose your toppings wisely.

About Author

Matthew Bozin

After earning his BS in Communications, Matt cut his teeth in the entertainment industry, spending fifteen years writing everything from feature screenplays for A-List directors, to celebrity bios for some of Hollywood’s top actors. That creative drive made it an easy transition to Marketing, bringing his eye for storytelling to the digital advertising ecosystem.

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