Over 29% of operators serve pizza, but consumers are ordering it less often—especially when it comes to delivery.
Taste, value, convenience and variety are prime factors in capturing potential pizza customers, according to Technomic’s 2025 Pizza Consumer Trend Report. But the research firm’s data shows that the average price of a pizza is $17.61, up 3% year over year and more than 15% in the last five years.
Those price hikes have had an impact on pizza sales, with 35% of consumers ordering restaurant pizza less frequently because it’s gotten too expensive. Some are moving over to more affordable options, like convenience store and frozen supermarket pizza or take-and-bake pies.
Deals and specials can lure lapsed pizza customers. Technomic’s survey found that 39% of consumers would boost their pizza ordering at quick-service restaurants if they could get a discount coupon, an increase of 16% over 2022, when the last report was compiled. Value is a clear priority for 36% of consumers.
But fast, efficient service and easy ordering count, too, and are important considerations for younger consumers when it comes to choosing a particular restaurant for their pizza fix. These days, however, carryout pizza is more popular than pizza for delivery: 65% compared to 55% across all age groups and 84% over 79% for males in the 18-34 age range for once-a-month orders.
That’s not to say that innovation should be put on the back burner. A wider variety of pizza options tops the list for both 18-34-year-olds and those over 35. Younger consumers, especially, say they are more interested in trying pizzas with unique toppings or ingredients than they were two years ago—to the tune of 36%—and more than half are looking for more premium options.
That’s where restaurants can win over convenience stores and frozen pizza from the grocery case. Signature sauces, distinctive cheeses, on-trend flavors, seasonal ingredients and artisanal crusts all are quality cues and lures for pizza aficionados.
Hot honey first rose to fame as a pizza topping a couple of years ago, and it continues to be the fastest growing ingredient (52% year-over-year) on pizza menus, as per Ignite Menu National Food Trends data. But drizzling hot honey on pizza is now a ubiquitous trend that may label a restaurant a “copycat.” Technomic is tracking a number of other flavors and ingredients that are starting to emerge atop pizza and may have legs.
In growth mode is fig (+36%), fig jam and burrata (both +21%), smoked Gouda cheese and black truffle (both +14%). Mainstream but still gaining ground are arugula (+24%), balsamic (+24%) and caramelized onions (+20%). A little more esoteric but showing up in chef-driven indies are chives (+15%) and crème fraiche, lobster, shiitakes, smoked salmon and pancetta (all up 11%).
“By paying attention to early-stage trends and introducing them through approachable, craveable formats, operators can stay ahead of expectations and offer pizzas that feel fresh, exciting and worth talking about,” the report suggests. Technomic also endorses limited-time offers and seasonal pies as a smart way to introduce emerging flavors. Not only do LTOs drive traffic and craveability, they can differentiate a menu and concept in a very crowded segment.
Technomic compiled the data in the Pizza Consumer Trend Report through an online survey of 1,501 consumers conducted in March. To qualify, consumers had to be purchasers of pizza from restaurants/foodservice operations.
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