Introduction Over the years, Pizza/pasta restaurant has been one of the most popular markets because it is easily available and healthy in nature at a relatively inexpensive price. In Oxford, especially, there are many pizza/pasta bistro who are competing intensely each other and this will continue over next few years.
Clearly, pizza/pasta restaurant market’s sales has risen up to 17% between 2008 and 2013 to approximately £1.7 billion The major reason for this is due to inflation, consumers tend to spend less money by consuming cheaper product (pizza/pasta). The takeaway and home delivery service is the major factor that leads growth in 2013, consisting to take advantages of its better convenience. According to Mintel report, pizza/pasta bistro market is estimated to increase by 20% by 2018 at an average of ＄2.0 billion. Currently, Pizza Hut and Domino’s are the leading brands in the pizza/pasta market. While Pizza Hut outlets are shrinking, Domino’s and Papa John’s are expanding more chains across UK.
Pizza/pasta bistros are focusing strongly on the dinner occasion, however, the market have started to target a wide diversity of occasions (an all-day dining venue).
As there are many competitors, continuous menu innovation together with elevating the experiential aspect of dining would help the business to stand out from other rivals.
Recently, pizza/pasta chains have started to extend their menus to contain other items like chicken, salads,