A B2B Food Service Research Comprising Pizza Crust Operator Insights

Client

Manufacturer and marketer of branded processed consumer foods expanding into the pizza market and pizza crust segment.

Service

Online In-Depth Interviews (IDIs)

Sector

Food Service Industry

Coverage

United States

The Challenge

Our client sought to deepen their presence in the premium pizza dough market within the competitive U.S. food service market. Success required more than understanding broad market trends; it meant uncovering how operators currently execute within the category, what product attributes they prioritize, and which operational challenges influence food service supplier selection drivers.

The focus was to learn directly from the people running pizzerias and bar & grill establishments about their current crust preferences, menu trends, and product requirements. This would inform the client’s product refinement and market entry strategy.

What We Did

We coordinated with local partners to identify and recruit 16 operators that fit strict criteria:

• 10 pizzeria operators from independent restaurants or mid-sized chains

• 6 bar and grill operators with pizza as a regular menu item

• Each establishment had to meet specific requirements for the type of dough or crust used

After screening for eligibility and meeting quota requirements, participants engaged in 60-minute online, client-moderated interviews via Forsta InterVu. Discussions explored current crust suppliers, operational considerations, customer flavour preferences, and unmet needs.

Mode: Online client-moderated IDIs
Duration: 60 minutes each
Sample Size: 16 operators (10 pizzerias, 6 bar & grills)

The Impact

Operator interviews mapped the real purchase calculus behind crust selection and supplier loyalty. Consistency, bake quality, and handling ease were non-negotiables, with operational efficiency in pizza preparation, labor savings, and reduced prep variability emerging as primary value drivers in busy kitchens. Clear opportunities appeared around format flexibility (par-baked vs. dough balls), pack sizes that minimize waste, and thaw/bake guidance tuned to different oven types. Vendor reliability, on-time delivery, inventory depth, and responsive troubleshooting were as decisive as product performance, suggesting service SLAs and training as differentiators

Insights informed positioning that quantifies total cost of ownership (labor, waste, turns), chef-to-chef proof points (texture, crumb, color), and a sampling program tied to menu tests. The client left with a focused spec sheet, operator-centric messaging, and a prioritized pilot plan by venue type.

Business Outcomes

The findings equipped the client to:

• Tailor product specifications to match operator needs

• Position their crust offering with messaging that resonates in the food service trends channel

• Identify value-added services and supply chain support to differentiate from competitors (competitive analysis in pizza crust segment)

Ready to Expand Your Food Service Footprint?

We help brands uncover the real-world operational needs of food service operators, from kitchen efficiency to buyer insights and purchase motivators, turning operator research into actionable strategy.

Contact us today to transform food industry insights into a winning pizza market strategy.