Frozen Pizza Dough is Good for You, But Keep Your Customers Away From It!

You love the convenience and great cost of buying pizza frozen dough balls to bake up and serve in your restaurant. But when it comes to your customers, you’d rather have them sitting at your tables rather than standing in the grocery aisle buying their own retail pizza dough. As it turns out, you might have to try a little harder to get them in your doors, as frozen pizza that’s ready-to-eat is becoming more popular with customers.

According to a recent survey done by Technomics, 30 per cent of people are now choosing to buy their pizza from the frozen aisle in the grocery store rather than buying it from a pizzeria. That may not sound like a lot, but it’s double the 15 per cent that were doing the same thing just two years ago. And that can be a scary thought for pizzeria and restaurant owners.

So what’s the solution? Showing them that you simply still have a better product! Darren Tristano, executive vice president of Technomic, says that there are a few ways restaurant owners can do that.

“Operators and supplies will want to consider what they can do to elicit consumer cravings through adding new items to their menus and emphasizing them through their marketing message,” he says. “Differentiation through pizzas that feature unique flavors and taste combinations that consumers cannot purchase elsewhere or make at home will likely help to support this effort. Positioning pizza as a meal solution that is easy, convenient, and affordable will resonate with many consumers.”