Pizza Today - May 2016 - 53

near 12-percent clip, more than four
times that of the traditional quickservice pizza category. And in Pieology,
Blaze and MOD, the fast-casual pizza
category claims three of the nation's
five fastest-growing chains.
With units opening on a near daily
basis, the fast-casual pizza category has
launched pizza into a new stratosphere,
revolutionizing service and delivery
models and seizing the nation's attention.
"Consumers want fast casual and
they love pizza, so it was only a matter
of time before these two came together," says Deanna Jordan, manager of
consumer insights at Technomic.
About six years ago, then-Pizza
Inn CEO Charlie Morrison saw the

need for faster pizzas, more options
and more occasions and he challenged
his team to consider the future of pizza.
After working alongside Turbo Chef
to develop an oven that could cook pizzas in 145 seconds, Pie Five was born.
"The equipment piece was critical
and can't be understated," Pie Five vice
president of marketing Christina Coy
says.
But plenty more sparked the fast
casual pizza category's now-soaring
growth characterized by the likes of
Pie Five. There was the recession,
which heightened consumers' focus
on value and ignited the ascent of fast
casuals, concepts that gleefully touted
higher-quality fare in a more engaging
atmosphere without the taxes of time
and tip.
There was also surging consumer
interest in customization, something
that had always been at play in pizza,
though not on an individual level. The
fast casual process allowed all guests
to have it their way, vanquishing the
idea of multiple individuals sharing a
16-inch pie.
There was the increasing push
toward healthier dining and fresh,
artisanal ingredients, which compelled
many of the early fast casual players
to champion their product as a lighter,

healthier alternative to traditional pan
pizza.
And there was, to be certain, the
novelty of a modern slant to a beloved
old favorite.
All of it has fueled the fast casual
pizza boom.
Consumers continue filling the
upstart eateries, particularly during the
lunch hours, a daypart in which pizza
has historically struggled to make
deep inroads with its lunch buffets
and by-the-slice offerings. The buildyour-own pie concepts have delivered
pizza to the lunch table and answered
consumers' desires for fast and fresh.
"New pizza eaters aren't being
invented, but we are offering choice
that allows us to cast a wider net," says
Andrew, adding that lunch and dinner
represent an even 50/50 split at Uncle
Maddio's.
Many of the major fast casual players offer personal pizzas, often 8-11.5
inches in size, made from an assortment of crust options and then topped

with a handful of sauces and dozens
of fresh ingredients, including lively
offerings like the caramelized onions,
sun-dried tomatoes and artichoke
hearts found at Pie Five. The diversity of ingredients, which range from
gluten free to vegan at many of these
concepts, also appeal to guests with
different dietary needs and desires.
The personalization, speed of service, execution and, quite frankly, the
value proposition appeals to pizzaloving consumers, Pieology founder
Carl Chang says.
"People are embracing the flexibility
of customizing without the financial
burden typically associated with pizza
customization," he says.
Franchisees and financial backers, meanwhile, have leaped onto the
bandwagon, further accelerating the
category's growth.
Earlier this year, Andrew and Peggy
Cherng, founders of the Panda Restaurant Group, the California-based
powerhouse behind the 1,800-unit
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Pizza Today - May 2016

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