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Study Overview

Pizza is a dish of Italian origin made with a spread bread dough and tomato coulis, covered with various ingredients and baked in the oven.

The pizza sector faces an image challenge: it is a matter of ow to move from a perception of a product for the general public and assimilated to "junk food" to a premium segment .

In addition to the freshness of the products, pizza consumers like to see the product being prepared in both pizza trucks and restaurants, an added value that makes it easier to increase prices because it is more acceptable.

According to Statista, if we add up the top 5 best-selling pizza chains in the United Kingdom in 2017, we get a turnover of £2.31 billion .

In addition, pizza sales also go through the mass distribution sector. In this growing segment and with more than £526 million turnover in the United Kingdom in 2017 the market is more fragmented and the three leaders are Chicago Town Pizza, Goodfellas and Tesco.