At this time, there are about 68 thousand pizzerias in Europe, serving a population of 741 million people. On average, there is one pizzeria for every 10,000 people.
The pinserie, obviously, are much fewer: the most recent statistics, which however date back to a few years ago, speak of approximately 5,000 worldwide. We explain why, in our opinion, this is a great opportunity for restaurateurs.
The pizza market is still growing
Starting from pizza, a very interesting research by IMARC Group He claims that the European market is expanding and that it can grow by an average of 1.5% per year from now to 2032. The reasons are very interesting: the growth of the market would be attributable, at least partially, to the "growing demand for ready and quick meals, a trend accelerated by the hectic lifestyle of the European population”.
As usual, there are normal and physiological differences between one country and another, but pizza is a success everywhere. For example, according to Data essential in France 7 out of 10 consumers eat at least 1 pizza a month, and even 8 out of 10 in Germany and Spain. Also very interesting are the different expectations of European consumers on Italian cuisine, to which pizza belongs by right: 66% of German consumers expect high quality products and raw materials, while in France the expectation concerns home-made products and preparations.
The challenge: differentiate yourself
As seen, the pizza market is expected to grow in Europe. In the Western region alone, the value is about 60 billion, equal to that of all of North America. Despite the nearly 70,000 pizzerias and multiple chains sharing the largest slice of the market, pizza is still a great opportunity for restaurateurs.
Rather, the real challenge is differentiation: how to enter the mind of the consumer when there's a pizza place on every block? How to make the uniqueness of the offer perceived? How to seize the opportunity of market growth and, at the same time, win the challenge with competitors and large chains?
We can answer with the quality of the offer and the experience, the quality/price ratio, the competence and kindness of the staff, but we would like to add two elements for reflection, which they take us straight to the Roman pinsa: the ability to accommodate consumer trends and innovation. Let's look at them individually.
Keeping up with consumer trends
Despite the explosion of supply, in Italy we are used to interpret pizza as a traditional dish, associated with a dozen recipes. If this is true at a superficial observation, The underlying food consumption trends are constantly changing, as they are in every country in the world.
Consider the need for healthy and light cuisine even when going to a restaurant, a trend that was barely mentioned 20 years ago and that cannot be ignored today; or, the ever-increasing attention to sustainable cuisine and to the integration of vegan and vegetarian options into the menus. Following the evolution of food consumption trends is the first differentiating factor.
The Power of Innovation
To stand out, restaurateurs must focus on innovation, that is, they must try to go beyond traditional recipes and service methods. Here, innovating means introducing new ideas and techniques that improve the customer experience. Some ideas: refined ingredients such as alternative flours and gourmet condiments, experimentation with particular cooking techniques that enhance the flavours and consistency of the food.
Pinsa creates differentiation
We usually define pinsa as a synonym of innovation in the world of pizza. When you look closely, offering pinsa to customers helps restaurateurs differentiate themselves without much effort, because it is innovative in itself and follows customers' food trends.
The success of the pinsa, which obviously cannot be compared to that of a centuries-old product (the pinsa was born in 2001), is due precisely to the desire to to develop a market that has been stuck in its positions for too long and unable to satisfy the desire for lightness, taste and easy digestibility that people were loudly asking for.
So yes, offering pinsa to customers is a step forward in the right direction. The fact that in some countries it is not so well known is a huge advantage for restaurateurs, because it arouses curiosity, people do not know it, it is something new and innovative. However, we need be able to propose it correctly: it is not an oval-shaped pizza, but something totally new starting from its “heart”, that is, the flours and the dough.
Is it better to open a pizzeria or a pinseria in Europe?
It is impossible to give a clear answer to this question, given the infinite variables at play.
Actually, no restaurateur is forced to choose: we suggest offering pinsa to differentiate yourself and be successful, but you can easily integrate it into your own pizzeria and in the “classic” menu that customers have always appreciated. Especially for those who already have a business up and running, the gradual approach is obviously the winning one: you start by combining the two proposals and then focus more on the one that offers the best prospects for success in the long term.
If you open a new place, it depends a lot on how much you want to dare and on your propensity for risk: Pinsa is innovation and can be an unprecedented success, but obviously can't rely on the same name, on the recognisability and the centuries-old tradition of pizza; its success is strongly connected to the quality of the offer, to the ability to enhance the innovative content and to transmit the right message to a consumer who does not necessarily know it yes. It's a challenge, of course, but the premises are excellent: in Italy, sales of pinsa in supermarkets have grown by 40% in the last year, a sign that the product is liked. And not a little.
