pizza

The pizza industry in 2025 is experiencing significant changes shaped by technology, consumer preferences, and creative menu innovation^[1]. Delivery remains a core growth area, with third-party delivery apps gaining momentum; over 32% of operators report high ROI from these services, and 46% see at least 11% of sales from them. Still, more than half of pizzerias are yet to adopt third-party delivery, primarily due to high costs and concerns over quality^[1]. In the coming year, owners are expected to leverage these platforms not just for order fulfillment, but also as marketing tools, offering app-exclusive promotions and targeted advertising.

Consumer dining preferences continue to favor carryout and delivery, trends that spiked during the pandemic and have remained steady. Demand for dine-in pizza is slower to recover, prompting pizzerias to invest in unique on-site experiences, such as exclusive menu items and themed events, while ensuring carryout and delivery remain efficient^[1].

On the menu innovation front, toppings like pickles and hot honey, which dominated in 2024, are giving way to other briny and fermented options such as olives, kimchi, and sauerkraut^[3]. Operators are also experimenting with salad-topped pizzas, including Caesar and Greek salad-inspired varieties, and even fresh fruit toppings like blueberries and cranberries for a combination of flavor and texture contrast^[3]. Alternative sausages—bratwurst, curried sausage, chorizo, and ‘nduja—are on the rise, while classic mozzarella and pepperoni still dominate^[3]. Sourdough crusts are seeing a surge in popularity, growing 64.3% in menu mentions year-over-year, and cheese-encrusted crispy edges, particularly with cheddar, are being featured more often^[3].

Hot honey is firmly established as the breakout topping of the decade, with operators experimenting by infusing it with chilis, herbs, and fruits^[5]^[7]. The appetite for “heat” in general is growing, featuring ingredients like chili crisp, Calabrian peppers, and sriracha drizzles^[7].

Regional and comfort food crossovers are also trending, with Detroit-style and grandma-style pizzas gaining nationwide appeal, and comfort classics like mortadella with pistachios or corned beef with Swiss cheese making their way onto pizza menus^[7]. Dessert pizzas—topped with items like Nutella and sprinkles—are becoming increasingly popular, especially among Gen Z^[7].

The market outlook is robust: the global pizza market is projected to grow by $70.1 billion from 2025-2029 at a CAGR of 6.8%, driven by rising consumption in developing countries and the growing popularity of online orders^[2]. In the US, total pizza restaurant revenue reached $50.1 billion in 2024, with independent pizzerias comprising a significant portion of the market^[5].

Technological advancements, especially in AI and digital tools, are playing a bigger role in operations—streamlining delivery, enabling upselling, predictive menu design, and offering more personalized customer journeys^[4]^[8]. Brands leveraging these tools are better positioned to respond to evolving market conditions and customer expectations.

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