Papa John’s carried out research to understand customer’s taste preferences between Papa John’s and Pizza Hut.

• Each respondent tried an unbranded slice of each pizza, to look and taste and then answer questions on a self completion questionnaire
• Products tested were Papa John’s Pepperoni Pizza on Original Crust and Pizza Hut Pepperoni Feast on Pan Crust
• Tasting was rotated to avoid order effect
• Sample of 236
• Respondents were between aged 25-54 yrs old, must have eaten take away pizza in the last 3 months and were not rejecters of pepperoni pizzas

Research was conducted between 16th June 2009 and 9th July 2009

The research was conducted by an independent research agency, that ensured the methodology and sample size was robust. Stores were chosen that were of equal distance to the research venue to ensure that all pizzas arrived at a similar temperature and condition. Pizzas were ordered at 30 to 45 minute intervals throughout the day and delivered to an independent research venue. Whole pizzas were removed from the boxes and placed on unbranded plates. Respondents were asked to look at a whole pizza first before being asked to taste. A slice of each pizza was placed on unbranded plates where respondents were asked to taste the pizza and complete a questionnaire. Respondents were then asked to rate their preference.

Overall, Papa John’s Papa’s Pepperoni pizza was preferred to Pizza Hut’s Pepperoni Feast pizza, at a confidence level of 99%. Total sample size was 236.

• 59% prefer Papa John's to 41% for Pizza Hut

Amongst “Foodies”, Papa John’s Pepperoni pizza was preferred to Pizza Hut’s Pepperoni Feast pizza, at a confidence level of 95%. Total sample size of “foodies” was 124.

• 61% prefer Papa John’s to 39% for Pizza Hut

Amongst respondents who “eat out once a week”, Papa John’s Pepperoni pizza was preferred to Pizza Hut’s Pepperoni Feast pizza, at a confidence level of 95%. Total sample size of respondents who “eat out once a week” was 129.

• 60% prefer Papa John’s to 40% for Pizza Hut

Amongst respondents who like to “try new flavours/foods” Papa John’s Pepperoni pizza was preferred to Pizza Hut’s Pepperoni Feast pizza, at a confidence level of 99%. Total sample size of respondents who like to “try new flavours/foods” was 176.

• 60% prefer Papa John’s to 40% for Pizza Hut

Amongst respondents who consider “take-aways a treat” Papa John’s Pepperoni pizza was preferred to Pizza Hut’s Pepperoni Feast pizza, at a confidence level of 99%. Total sample size of respondents who consider “take-aways a treat” was 62.

• 76% prefer Papa John’s to 24% for Pizza Hut

Amongst respondents who “love take-away pizza” Papa John’s Pepperoni pizza was preferred to Pizza Hut’s Pepperoni Feast pizza, at a confidence level of 95%. Total sample size of respondents who “love take-away pizza” was 137.

• 61% prefer Papa John’s to 39% for Pizza Hut

Amongst those that “eat at Pizza Hut most often”, Papa John’s Pepperoni pizza was preferred to Pizza Hut’s Pepperoni Feast pizza, at a confidence level of 95%. Total sample size of “eat at pizza Hut most often” was 74.

• 64% prefer Papa John’s to 36% for Pizza Hut

The overall message is that Papa John’s Pepperoni pizza is significantly preferred to Pizza Hut’s Pepperoni Feast. Statistical preferences at the 95% confidence level on the following measurement scales based on the total sample:

• Does not taste burnt
• Is not too spicy
• Is not too heavy
• Has enough pepperoni
• Pepperoni is not considered too thin
• Like taste of pepperoni
• Pepperoni cooked just right
• Like tomato sauce
• Base has a good texture
• Like the cheese
• Good balance of flavours
• Pleasant aftertaste
• Authentic

The research was carried out by an independent research consultancy called Marketing Sciences, based in Winchester. The consultancy employs around 30 consultants and have over 30 year’s research experience.

Pepperoni pizzas are one of the most popular pizzas in the UK. Testing using one common topping is the fairest way of testing preference across the brands as it avoids the issue of uncommon preparation practices and uncommon recipes between brands.

For further information, please contact charlotte@haslimanntaylor.com