Pasta & pizza is the leading food category constituting the majority of market share by the number of menu items offered in restaurants, followed by the meat dishes and salads & sides categories, according to GlobalData’s menu intelligence database. According to GlobalData’s menu analysis of the pasta & pizza category in Pakistan report, the pasta & pizza category constitutes a 50% share among all restaurant types in Pakistan foodservice market. The report analyses 19,384 menu items from different foodservice outlets in Pakistan and provides an overview of the food categories available across its foodservice channel. Buy the report here.
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Chicken was found to be the most-used ingredient in the pasta & pizza category, featuring in 37% of menu items, followed by cheese and vegetables. Herbs, spices & seasonings and pasta were also significant ingredients.
An analysis of the annual price change between 2022 and 2023 indicates that the average menu prices in the pasta & pizza category have dropped by 29%. As on-premises dining gains momentum following the COVID-19 pandemic, the pasta & pizza category in Pakistan is expected to experience overall growth.
Different categories exhibited mixed price movements within Pakistan foodservice market between 2022 and 2023. While most of the categories witnessed a price decrease, alcoholic drinks category prices remained unchanged in the given timeline.
An in-depth analysis of the pasta & pizza category price trend by location reveals consumption trends of each region. The graph below represents the change in pasta & pizza category menu prices during 2021-2023 across the top five locations. As seen below, pasta & pizza category menu items in Faisalabad became more affordable as compared to Lahore and Karachi.
While consumers become more price conscious, operators look for ways to optimize their costs to retain margin and market share. In Pakistan market, restaurants operators rely on innovation as a crucial tactic to appeal to customers as well as optimize costs. As increasing number of consumers seek novel experiences, foodservice operators must continuously innovate their menu choices, providing superior taste and quality along with a diverse selection of dishes. Operators should highlight the distinctive tastes and flavours of their food and beverage offerings in a convenient format to enhance customer engagement.
To further understand and explore GlobalData’s insight into Pakistan category menu, buy the report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s Online Menu Intelligence is a database of cost and profit foodservice operators on menus within Foodservice Intelligence Center. The tool’s several search options, such as cuisine, category, menu item, ingredient, and restaurant, help users to conduct focused searches in terms of price analysis (average price and change in prices), menu item claims, popular categories, cuisine/ingredient penetration levels, etc.
