More Pizzazz with Pizza

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Frozen pizza continues to be a strong traffic generator, however, there remains a strong opportunity to slice out more share from the carry out/delivery segment.

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Retailers can deliver more with their frozen pizza sections. Sure, the category is a strong

traffic generator, as well as destination area, but if a traditional pizza pie of eight slices were divided up according to the market share of all pizza, frozen pizza wouldn't even deserve a full slice. According to industry data, the frozen pizza market only captures about 8-10% of the $23 billion pizza category.

"The biggest growth opportunity still remains to source from the very large carryout and delivery market through a strong commitment to quality and innovation," says Katie Williams, senior brand manager for Kraft Pizza Co., Northfield, Ill., makers of DiGiorno, California Pizza Kitchen, Tombstone and Jack's frozen pizza lines.

"Frozen pizza has overcome its bad rap," adds Tom DeAngelo, director of sales and marketing, Home Run Inn Inc., Woodridge, Ill., which has its frozen pizza in 22 states, but is planning a plant expansion that will allow it to triple its current production. "Over the last ten years, we, as an industry, have made great strides and now consumers believe in frozen pizza. But retailers need to see the continued growth and should allow for it by adding more freezer space to their sets."