Data: QSRs account for 45% of pizza spend

As restaurants roll out promotions for National Pizza Month, competition for America's $37B pizza market extends well beyond traditional pizza chains. Newly released Numerator data shows restaurants are capturing more pizza spending, while frozen, prepared and homemade options compete for the same meal occasions, the company has announced. With 99% of U.S. households purchasing pizza annually and nearly nine in 10 buyers willing to switch formats, winning consumer spending increasingly depends on convenience, value and the occasion, the report says.

1. Restaurants are capturing a larger share of pizza spending as at-home prep declines. QSR pizza now accounts for 45% of total pizza spend—up 3.1 percentage points compared to 2019, while spend per restaurant trip has risen 41%, the largest increase across pizza formats.

2. **Grocery stores remain the primary destination for at-home pizza.**While Domino's leads restaurant spending, grocery generates $7.4B in at-home pizza sales versus $4.2B at mass retailers. However, Great Value and Kirkland Signature lead private-label frozen pizza spending. Domino's holds the largest share of QSR pizza spend, followed by Little Caesars and Pizza Hut.

3. Pizza brands are competing for meal occasions, not just other brands. Nearly nine in 10 pizza consumers are willing to switch between restaurant, prepared, frozen and homemade pizza, depending on their needs. Convenience is a major driver, with more than three in five choosing pizza to avoid cooking or cleanup, while frozen pizza wins busy weeknights and QSR pizza is more closely tied to weekends and gatherings.

4. Gen Z is willing to explore pizza brands that offer variety or bring to light new occasions. More than half of Boomers+ typically return to the same pizza brands or restaurants, while Gen Z is nearly twice as likely to explore different options and is more likely to purchase frozen pizza for late-night meals and prioritize speed.