Pizza is one of the food and beverage sub-category offered in restaurants, along with the meat mains – others and carbonated soft drinks sub-categories, according to GlobalData’s menu intelligence database. In its menu analysis of the pizza sub-category in Thailand report, GlobalData analyses 9,256 menu items from different foodservice outlets and provides an overview of the food categories available across the foodservice channel in Thailand. According to the report, the pizza sub-category constituted a 5% share among all restaurant types in Thailand. Buy the report here.

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Cheese was found to be the most-used ingredient in the pizza sub-category featuring in 67% of menu items, followed by pork and vegetables. Fruit and deli meats were also significant ingredients.

An analysis of the annual price change between 2022 and 2023 indicates that the average menu prices in the pizza sub-category have dropped by 1%. As on-premises dining gains momentum following the COVID-19 pandemic, the pizza sub-category in Thailand is expected to experience overall growth.

Different sub-categories exhibited mixed price movements within Thailand foodservice market between 2022 and 2023. Of all the sub-categories, the sharing platters & tapas sub-category exhibited the highest price increase, while pizza experienced a maximum price decrease.

An in-depth analysis of pizza sub-category price trend by location reveals consumption trends of each region. The graph below represents the change in pizza sub-category menu prices during 2021-2023 across the top five locations. As seen below, pizza sub-category menu items in Hua Hin became more affordable as compared to Pattaya and Bangkok.

While consumers become more price conscious, operators too, look for ways to optimize their costs to retain margin and market share. In Thailand 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 Thailand sub-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.