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Appetite for pizza & Italian spikes in December



When Britons eat out this Christmas, it’s pizza and pasta they tend to choose, according to research by The NPD Group.


It reveals that customers looking for pizza & Italian either as a takeaway or on-premise meal, generate half as many additional visits (56% more) in December than the average month. In December 2015, visits that specifically included a pizza shot up 26% (to 59 million or 12 million more than a normal month). Pasta is popular too, with December 2015 visits up 11% over the average month.

It also predicts that operators serving pizza & Italian in December can look forward to a 77% increase in total spend and a 14% increase in the average bill in this channel.

However, it warns that the December indulgence can turn into a January hangover, with an outlet selling pizza & Italian expecting 25% fewer visits in January compared to an average month.

Cyril Lavenant, foodservice director UK at the NPD Group, said: “When we eat out in December, Christmas is the season of pizza and goodwill. There’s no doubt millions of Britons tuck into turkey at home on Christmas Day and other days over the festive period, but when we want to eat away from home then pizza & Italian races ahead.

“Our determination to enjoy the festive season creates strong traffic on the British high street that foodservice operators fight hard to capture. If every month was like December, the £50 billion British foodservice industry would be worth nearly £60 billion each year.”

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