New Study Reveals Shift in "Pizza Wars": Mid-Sized Chains Closing the Gap on Industry Giants

A new study from Intouch Insight, released on January 5, 2026, highlights a significant shift in the competitive landscape of the pizza industry, revealing that mid-sized chains are closing the gap with industry giants. The 2026 Annual Pizza Delivery and Carryout Study, conducted in partnership with PMQ Pizza, assessed customer satisfaction by evaluating 600 orders across ten leading chains, including Domino’s and Papa Johns.

Notably, food quality emerged as the primary driver of overall satisfaction, which has enabled mid-sized chains to improve their service ratings. Overall satisfaction with delivery services for these chains increased by 9.9 percentage points year-over-year. This improvement underscores a consumer preference for well-executed food delivery, as the study found that poor food temperature negatively impacted satisfaction more than factors like delivery speed or friendliness.

Additionally, the analysis revealed a decline in in-store service standards, particularly among larger chains, which experienced a 15.1 percentage point drop in staff attentiveness. This suggests that even the largest players in the market are facing challenges in maintaining service quality.

Concerns were also raised about third-party delivery services. Despite the convenience, the use of these services compromises food temperature and quality, with 64% of third-party deliveries failing to use insulated bags. This was particularly detrimental for mid-sized companies, whose deliveries are typically slower than their larger counterparts.

Moreover, the study indicates a rise in automation within ordering systems as brands strive to address labor shortages. However, automated interactions lead to lower customer satisfaction compared to human engagement.

Overall, this evolving “Pizza Wars” narrative emphasizes the importance of food quality in securing customer satisfaction, while presenting formidable challenges for mid-sized chains reliant on third-party deliveries.

The latest findings from Intouch Insight's 2026 Annual Pizza Delivery and Carryout Study indicate significant shifts in the competitive landscape of the pizza industry, particularly as mid-sized chains begin to close the gap on larger industry giants. With food quality identified as the paramount factor driving customer satisfaction, investors should take heed of these dynamics when considering market positions.

The growing preference for quality over mere speed emphasizes the importance of operational excellence for pizza chains. Given the reported improvement of 9.9 percentage points in overall satisfaction among mid-sized brands, there is a compelling case for investors to scout for opportunities within this sector. Brands that maintain a focus on culinary excellence, particularly in the face of subpar third-party delivery challenges, are likely to emerge as long-term winners.

However, the study's findings also highlight risks associated with outsourcing. With 25% of deliveries involving third-party services resulting in substantial quality drops—especially in food temperature—companies reliant on these models must prioritize maintaining stringent quality controls. Those that fail might not only compromise customer satisfaction but also their market share.

Moreover, the growing trend towards automation in phone ordering systems should be a point of caution. Although automation can aid in mitigating labor shortages, the study demonstrates that it correlates with lower satisfaction scores compared to human interaction. As such, brands should balance technological integration with personal touch to maintain customer loyalty.

In conclusion, astute investors should look towards mid-sized pizza chains that prioritize quality and effective delivery operations while remaining vigilant about the pitfalls of automation and third-party partnerships. The evolving 'Pizza Wars' presents nuanced opportunities, with quality reigniting competition in a historically speed-driven market.