In an increasingly value-conscious society, consumers are searching for top value for their money when making food choices. According to a recent national survey1, 90 percent of consumers look for incentives to get more for their money when purchasing food, and value is one of the highest ranking factors among decision makers. To help deal-seekers understand the value trade-offs of choosing carry-out and delivery versus DiGiorno® pizza, the brand has announced the LAW OF PIZZAPLICITY™ which states that consumers can get two fresh-baked DIGIORNO 12” Rising Crust Pizzas for the same price as one delivery pizza.2
Research by the International Food Information Council (IFIC) shows that while the impact of taste on food choices continues on a steady path, concern with price and value has increased by as much as 15 percent in the last seven years.3 “While we know that taste is always king, we aim to show consumers that they can get great taste, along with great value, by choosing two flavorful DIGIORNO Rising Crust Pizzas for the same price as one standard delivery pizza,” said Tom Moe, marketing director for DIGIORNO Pizza. “There are no coupons needed and no tips to pay. Consumers can take advantage of this great value every day, anytime they want.”
The LAW OF PIZZAPLICITYTM campaign comes at a time when consumers are listing convenience as a critical choice in food decisions. Nearly two-thirds of Americans (65 percent) prefer frozen food from their freezers as opposed to ordering out or having food delivered. Consumers are even more concerned about overpaying on carry-out and delivery options; the national survey1 indicates that one in five consumers worry that they spend too much money by ordering out or having food delivered.
DIGIORNO pizza is a leader when it comes to offering delicious, fresh-baked pizza taste without the inconvenience and high price of carry-out and delivery pizza. DIGIORNO offers a full line of flavors packed with mouth-watering toppings like crisp vegetables, wholesome meats, and delicious cheeses that will please any pizza-lover’s palate. DIGIORNO 12” Rising Crust Pizza and other favorites are available nationwide in the freezer section of most grocery stores.
For more information about the entire line of DIGIORNO brand products and the LAW OF PIZZAPLICITYTM visit www.digiorno.com or www.facebook.com/DiGiorno. Additionally, DIGIORNO fans can currently test their skills at a series of Pizzaplicity-themed games on the Facebook page.
1 Source: KRC Research, a global non-partisan opinion research firm, conducted a nationally representative survey of 1,021 adults 18 years and older between August 9-12, 2012.
2 Based on DiGiorno® Supreme versus weighted average non-promoted price and delivery charge of comparable pizza from the three leading national delivery chains in 10 leading markets.
3 Source: International Food Information Council Foundation, 2012 Food and Health Survey (May 2012)