As you can see, people are most likely to talk about takeout pizza on Fridays. Meanwhile, homemade pizza is a weekend speciality.
The first insight for pizza brands, then, is that consumers are in different moods on different days. While pizza image mentions are most commonly posted on Saturdays, the most common time people are talking about ordering them is on a Friday. Brands may want to adjust their promotions accordingly.
We wanted to learn more about the pizza conversation, though – what kinds of pizza are generating the most engagement during lockdown, for example?
Ranking the pizza posts by retweets meant we could find the top five most-shared images of pizza so far in 2020. These were mainly shared by people missing their favorite pizzas early on during quarantine, when many restaurants had to temporarily close their doors.
We found that:
- Four out of the five top-shared pizza images featured pepperoni pizzas
- All five featured meaty toppings
- All five of showed exclusively thick-crust pizzas
Based on this data, designers creating assets for new pizza deals should consider keeping thick-crust, pepperoni pizzas front and centre to hook consumers’ attention.
Interest in pools inflates during lockdown
With the weather looking up, we thought we’d have a look at a great American summertime feature: backyard pools. How has lockdown affected interest in personal pools?
Using our Consumer Research platform, we explored English-langauge mentions of inflatable, built-in, pop-up, and childrens’ paddling pools online, finding that interest jumped in March, April, and May.
Mentions of backyard pools increased 47% in March, April, May, and the first two weeks of June compared to the previous three and a half months. Consumers don’t tend to get so excited about pools until later into the year.
Perhaps surprisingly, mentions of hot tubs weren’t so hot – mentions increased just 1% in the that period. Hot tubs in general are a little more costly than inflatable backyard pools, which may be one reason they’re not getting so much interest.