Changing consumer habits, in some cases driven by weight loss medications, inflation, and digital convenience, are reshaping the landscape for pizzeria operators heading into 2026, according to a new industry report.

The "2026 Pizza Industry Trends Report" released by Pizza Today identifies several factors influencing how and what Americans are ordering. While pizza remains a staple, with the U.S. projected to have over 75,700 pizzerias in 2025, revenue is estimated to fall slightly by 0.3% to $49.5 billion.

The report highlights the growing influence of GLP-1 weight-loss drugs on dining choices. Approximately 12% of Americans report using these medications, which reduce appetite and slow digestion.

Consumers using these drugs often focus on protein intake to maintain muscle mass while eating less. This shift has led some restaurant operators to create "mini-meals" appealing to smaller appetites. For pizzerias, the trend supports the sale of single slices or single-serving pizzas, which reduce waste for customers unable to finish large portions.

The report suggests usage of these medications could increase after March 2026, when the patent for semaglutide expires in many countries, potentially allowing for lower-cost generic versions.

Inflation continues to alter daily dining routines. Although Americans spend about 56% of their total food budgets on restaurants, 37% have scaled back on visits.

The report indicates that 78% of employees have changed their lunch habits due to inflation. Specific adjustments include:

  • Opting for cheaper alternatives (31%).
  • Eating fewer meals (31%).
  • Choosing value options (22%).

Additionally, 49% of workers report skipping lunch at least once per week, with 17% citing money-saving as the reason.

Technology preferences also dictate purchase decisions. When ordering pizza for delivery or takeout, 64% of consumers prefer to place orders digitally.

To keep sales up, shop owners are employing customer retention strategies such as loyalty programs, whose members typically make 22% more visits than non-members. Personalized messaging based on order history can also increase the likelihood of a customer returning.

The report noted a shift toward individual dining experiences. Online searches for "solo dining" increased by 271% in the first quarter of 2025. Operators are advised to prepare for solo diners who may be traveling for business or seeking a meal after work.