Many Americans Prefer This Beloved Italian Classic Frozen Over Fresh

Pizza chains strive to create brand loyalty with customers in various ways, but perhaps some are missing the mark as of late. That's because, these days, many folks don't have a staple pizza place they patronize when hunger strikes, instead opting for whichever establishment has the best deals available. Even worse for these restaurants is one of the little-known facts about pizza: people are increasingly veering away from restaurant chains altogether. Instead, going by the numbers, they believe their dollars are best spent on frozen pizza from the grocery store or take-and-bake options. Marketing firm Vericast, which partners with major pizza producers, put out a 2023 press release in which it published research showing frozen pizza sales rose by 11% the previous year. More recent research indicates that this upward trend continues, with some analysts suggesting it's a sign of recession worries as consumers trade potentially spendy restaurant pizzas for more affordable treats like frozen at-home versions.

Sure, folks with a world-renowned pizza shop nearby might spend a little extra for a pie that is well above average. Yet, most consumers nowadays are under the impression that your run-of-the-mill Domino's or Little Caesars doesn't have anything better than what they can get as a frozen take-home alternative. Add inflation to the mix, and you have a recipe for disaster as far as once-dominant pizza chains are concerned. Folks, on average, consider restaurant pizza too expensive, and with take-home options getting better with every passing year, it doesn't make much sense to some to spend more for something they can more easily enjoy at home.

Frozen and take-and-bake pizzas used to be viewed as lesser choices when it comes to basics like flavor and texture, but they have always had the advantage of convenience and affordability that kept brands pumping out more pies. However, the Italian classic has evolved. Stores nowadays are teeming with flavorful frozen pizzas. While it was perhaps once true that a frozen or take-and-bake pizza couldn't hold a candle to a pie you get from a bona fide restaurant, that is not as often the case today.

Some familiar brands have been around for quite a while — DiGiorno hit markets in 1995, for instance – and many have worked on upping quality in order to become household staples. People now have a plethora of flavorful cheese, topping, and crust selections available that weren't around in years past. Couple that with customers having more brands to choose from than ever, including artisanal frozen options, and it makes sense why many folks aren't spending their extra dough in restaurants.

Still, these businesses have not relied on great taste alone. To entice potential customers to give brands a shot, many frozen pizza companies have increased marketing efforts by 214% in recent years, per another Vericast press release. Coupons, digital offers, and loyalty programs help drive consumer choices today. As of now, frozen pizza brands are doing more in that regard to win customers over.