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The divide of the british pizza industry

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Pizza is so popular in the UK today that’s it’s practically the national dish. However, to pizza aficionados, there’s a very big divide in the pizza offering available to the public.

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Of course, there are the big chains in most town centres, like Pizza Hut, Dominoes or Pizza Express, finding their niche with mass market, popular flavours and eye-catching deals. Increasingly though, there is a growing number of smaller, individual, artisan pizza restaurants, keen to ‘do pizza properly.’ No gimmicks, just classic pizza, done personally, like the traditional Italian dishes.


The growth of ‘custom’ pizza is in no small part down to millennials, a generation who love pizza but who also care about the provenance of their food and want fresh, organic ingredients. They are such a key audience for any brand, especially brands like pizza restaurants, with fairly modest levels of disposable income but a desire to socialise and eat out. Pizza offers a viable option. Millennials are driving food and retail trends.

Brand advocates

In the age of all things social media, another big positive for the more up-market restaurants is the tendency for millennials to take photos of their food, and share with their friends on social media channels, like Instagram and Facebook. A customisable pizza makes for an attractive social media post.

More and more people are recognising food allergies and intolerances, such as gluten or dairy, and this is becoming a potential issue for a growing number of customers. The ‘upmarket’ restaurants are able to demonstrate local sourcing that the big chains just can’t achieve.

If you fancy launching your own pizza restaurant, be sure to source the right equipment, like pizza ovens, from specialist suppliers like

Home cooking

The other option for quality pizza is to make it at home, which means top quality ingredients can be sourced and added to suit any tastes and requirements. Young adults often share rooms in a rented house, meaning they might get to a splurge on pizza together.

To make sure you get on the right side of the divide if you’re making pizza at home, check out The Guardian’s suggestions.

At the other end of the scale, big chains try tactical stunts creating the most unlikely toppings to get people talking, and perhaps to try and compete with the artisan photos on Instagram.