Chart of the Week: Dominant Dominos number 1 in the pizza market
Ipsos’ Enhanced Media Metrics Australia (emma) study shows that Dominos are still far and away the market leader within the pizza category. Their 500+ store portfolio means that in a four-week cycle, nearly 10% of the 14+ population will have purchased a pizza from them.
Pizza Hut with 300+ stores Australia-wide come in 2nd at 3.5% with traditional rival Eagle Boys now in 4th position at 1.8%.
This latest emma data shows that Crust Pizza have taken 3rd position which is impressive considering they have half the number of locations compared to Pizza Hut. As the major players have fought a price battle in recent years the market has been complemented with gourmet quality-focused offerings spearheaded by Crust, and their RFG stable mate, Pizza Capers, as well as independent brands.
Emma data can delve deeper looking at consumer attitudes to the brands, and this shows us that 5.3% of QSR consumers think Dominos ‘is expensive’, compared to 23% who think Crust Pizza ‘is expensive’; this compared to the statement ‘offers good quality food’, which 27.6% of consumers thinks applied to Crust, whereas only 10.1% agree this statement applies to Dominos.
More information on emma available at emma.com.au or [email protected].
