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Pizza in the United States: A History and Industry Review
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Li Hua (123456)
University Canada West
BUSI 100: Introduction to Business
Dr. Marie Nováková
November 1, 2021
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Pizza in the United States: A History and Industry Review
Pizza is a common and popular food, adaptable to a wide variety of flavours and
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preferences. However, it was not always this way. Pizza began as a particular product of Italian
immigrants in the United States, but it managed to grow into an adaptable and stable industry
that remains to this day. Understanding the history of pizza can help us to understand how the
industry has managed to remain standing in the face of technological changes, consumer choices,
and economic disruption.
The History of Pizza
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Pizza came to the United States slowly, with the arrival of Italian immigrants as early as
the 1880s; by 1910, there were nearly half a million Italians living in New York City alone
(Meyers & Young, 2009). However, pizza was not as popular then as it is now. The food was
primarily seen “as a bizarre ethnic oddity” that did not suit the larger American population
(Marino & Crocco, 2015, p. 152). This was not only the case for pizza, but could also be applied
to many other ethnic foods brought by the growing immigration population, especially on the
eastern seaboard.
Perceptions of ethnic foods changed after World War Two, as did many other aspects of
American social and economic life. American soldiers returning from the war overseas brought
with them a taste for new foods, and introduced their popularity to the rest of the American
population (Marino & Crocco, 2015). Changes in the American lifestyle—increased disposable
income and family sizes, suburbanization, and changes in the workplace—all contributed to the
popularity of a food that could be made quickly and easily, as well as the invention of the frozen
pizza. As Marino and Crocco note (2015), an increase in fast food style restaurants overall can be
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connected back to these social changes, becoming easy “alternatives to the traditional, laborious
home-cooked meal” women had traditionally fed their families (p. 153).
Pizza changed quickly throughout the later twentieth century. As frozen foods became
more popular and easier to produce with the advancement of food technologies, so too did the
popularity of pizza grow with it. In the 1970s, pizzerias grew in popularity to a point where
frozen pizza sales dropped substantially (Lehmann, 2004). To address this consumer demand,
frozen pizza makers introduced higher quality ingredients and more toppings (Lehmann, 2004).
By the 1990s, frozen pizzas were again a popular quick-dinner snack as another shift in the U.S.
economy and social dynamics made it harder for American families to sit down for dinner
together (Lehmann, 2004).
Industry Review
The pizza restaurant industry, including sit-down and take-away restaurants, has adapted
to a number of changes to both the industry specifically and larger socio-economic and
technological changes.
Economic Landscape
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Pizza restaurants are a staple of the American restaurant landscape. While the Covid-19
pandemic impacted sales and closures across the industry, pizza restaurants managed to remain
relatively stable with $46.2 billion in industry revenue in 2020 (Le, 2020). Additionally, the
number of pizza restaurants has only slightly increased over the past four years. As seen in
Figure 1, the number of independent pizza restaurants has remained larger than that of chain
restaurants; however, Table 2 shows that independent pizzerias, while remaining relatively
steady, have not had as substantial growth as chain stores.
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must be written per APA standards, but there is only one citation in the references list.
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Figure 1
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Number of Pizza Restaurants in the United States from 2017 to 2020, by Restaurant Type
Note. From “Number of pizza restaurants in the United States from 2017 to 2020, by restaurant
type” by Statista, https://www-statista-com. Copyright 2021 by Statista.
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Table 1
Pizza restaurant store locations, 2019 to 2021.
Independent Pizzerias
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capitalized in italics.
Chain Stores
Total Pizza Industry
Locations
Change
Locations
Change
Locations
Change
2019
42,026
+0.71%
34,967
+4.15%
76,993
+2.27%
2020
41,573
-1.09%
36,151
+3.27%
77,724
+0.01%
2021
41,879
+0.73%
36,213
+0.17%
78,092
+0.47%
Note. Independent pizzerias are those with less than 10 units; chain stores are those with more
than 10 units. The 2019 location data are from The 2019 Pizza Power Report: A State-of-theIndustry Analysis, by PMQ Pizza Magazine, 2018 (https://www.pmq.com/the-2019-pizza-powerreport-a-state-of-the-industry-analysis/). Copyright 2018 by PMQ Pizza Magazine. The 2020
location data are from Pizza Power Report 2020: Taking Advantage of the Digital Disruption, by
PMQ Pizza Magazine, 2019 (https://www.pmq.com/pizza-power-report-2020/). Copyright 2019
by PMQ Pizza Magazine. The 2021 location data are from The 2021 Pizza Power Report: How
Pizzeria Operators Can Thrive in the Coming Year, by PMQ Pizza Magazine, 2020
(https://www.pmq.com/pizza-power-report-2021/). Copyright 2020 by PMQ Pizza Magazine.
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data from multiple sources, remember that each source must be listed with its copyright
attribution in the note. Each source must also have a full citation in the references list.
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While pizza restaurants themselves remain steady, a study by the US Department of
Agriculture found that the average American increased their time spent purchasing non-grocery
food by 26.4 percent from 2004-07 to 2014-17 (Anekwe & Zeballos, Nov. 2019, p. vi).
Consumers aged 25 to 44 and 45 to 64 were found to have the largest market segmentation due
to a higher disposable income (Le, 2020). For the 25 to 44 age group this can be primarily
attributed to recent trends of having children and buying homes later, leaving people with a
larger percentage of their income to spend on non-grocery foods (Le, 2020).
Consumer Preferences and Health
The pizza restaurant industry has also been heavily impacted by changes in consumer
preferences, to which the industry must adapt. Throughout the twentieth-century this accounted
for an increase in the popularity of pizza and a demand for ready-made and frozen meals, as
noted above. However, recently the industry has shifted in response to larger health concerns
from consumers, who are more concerned with the quality of ingredients, locally-grown produce,
and allergens. In 2018, 64.5% of pizza restaurants surveyed offered gluten-free crusts, and
another 23.9% had a vegan pizza on their menu (Le, 2020). Pizza restaurants are clearly
responding to their consumers’ demands and offering a larger menu of options.
Conclusion
The pizza restaurant industry has adapted itself to a number of social and economic
changes. Pizza went from an ethnic food to a popular, fast meal for families with more income
and less time on their hands. Technological shifts have allowed pizza to enter the frozen foods
market and adapt to consumer health demands. Even with the economic decline of the Covid-19
pandemic, the future of pizza appears relatively stable.
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References
Government
Publication
The references list
starts on a new page.
Anekwe, T.D., & Zeballos, E. (2019, November). Food-related time use: Changes and
demographic differences. United States Department of Agriculture, Economic Research
Service. https://www.ers.usda.gov/webdocs/publications/95399/eib-213.pdf?v=8157
Industry
Report
Le, T. (2020). Pizza restaurants in US. US Specialized Industry Report OD4320. IBISWorld.
https://my-ibisworld-com
Journal Article
(no DOI)
Lehmann, T.A. (2004). Pizza trends in the United States. Cereal Foods World, 49(2), 60-61.
https://www-proquest-com.ezproxy.myucwest.ca/scholarly-journals/pizza-trendsunited-states/docview/230372339/se-2?accountid=31524
Journal
Article (DOI)
Marino, M.P., & Crocco, M.S. (2015). Pizza: Teaching US history through food and place. The
Social Studies, 106, 149-158. https://doi.org/10.1080/00377996.2015.1020354
Podcast
Meyers, T. & Young, G. (Hosts). (2009, July 16). The kings of New York pizza (No. 87) [Audio
podcast episode]. In The Bowery Boys History Podcast.
https://boweryboys.libsyn.com/_87_the_kings_of_new_york_pizza
Web page
PMQ Magazine. (2018, Dec.). The 2019 Pizza Power Report: A State-of-the-Industry Analysis.
PMQ.com. https://www.pmq.com/the-2019-pizza-power-report-a-state-of-the-industryanalysis/
PMQ Magazine. (2019, Dec.). Pizza Power Report 2020: Taking Advantage of the Digital
Disruption. PMQ.com. https://www.pmq.com/pizza-power-report-2020/
PMQ Magazine. (2020, Nov.) The 2021 Pizza Power Report: How Pizzeria Operators Can
Thrive in the Coming Year. PMQ.com. https://www.pmq.com/pizza-power-report-2021/
Database (data
from another
source)
PMQ Magazine. (2020, November 1). Number of pizza restaurants in the United States from
2017 to 2020, by restaurant type [Graph]. Statista. Retrieved October 06, 2021, from
https://www-statista-com
References are listed in alphabetical order by author last name.
Create a hanging indent for each reference entry. The first line of the entry is aligned left. Each line after that is indented 0.5 inches.