The Headline Every Pizzeria Owner Has Seen

At least, that’s what the Wall Street Journal says. 

Recent coverage by the WSJ might have you believing that pizza isn’t as popular as it once was, falling from America’s second-most popular cuisine in the 1990s to sixth place today. 

Chains are reporting sluggish growth. Consumers are “trading down.” Inflation is squeezing margins.

The key word here is, “chains.”

As an independent pizzeria owner, this may seem scary. But if you’re paying attention to where the industry is headed, you should be excited. 

The truth: This isn’t a story about pizza losing relevance.
It’s a story about rewriting the pizza playbook.

Owners who understand this are the ones positioned to win in 2026 and beyond.

Roughly one in ten people eats pizza every single day. It remains one of the most affordable, shareable, and reliable foods in the country.

What changed is the consumer tolerance for mediocre pizza. (AKA – Chain pizza.) 

Consumers are choosing fewer meals out, but expecting more from each one. They want better ingredients, clearer value, easier ordering, and a reason to come back.

As seen in Slice’s 2026 Pizza Industry Predictions Report:

• Customers are more selective about where they order from
• They value fresh ingredients
• Loyalty is earned through consistency and experience, not just price
• Digital ordering is no longer optional, it’s foundational

Slice’s 2026 Pizza Industry Predictions found that shops investing in digital ordering and customer retention are far more resilient during demand shifts than those relying on walk-in traffic alone.

The WSJ article focuses heavily on chain performance. Large pizza brands are built on scale, sameness, and speed. And that model really worked for them… when consumers prioritized price above all else

But now, that advantage is coming to an end.

“Chains have held the advantage in technology and were the first movers in digital ordering, which drove their success in the last decade,” says Ilir Sela, CEO of Slice. “As more technology and ordering capabilities are adopted by Independents, consumers no longer have to sacrifice quality for convenience.”

Today, chains face:

• Rising labor and ingredient costs they can’t easily pass on
• Menus that feel generic in a world craving personality
• Limited ability to adapt locally or experiment quickly

Independent shops don’t have those constraints.

You can:

• Adjust menus quickly
• Tell your story directly
• Build real relationships with customers
• Control your ordering experience
• Reach new customers in real-time

Slice helps independent pizzerias own their digital storefront, keeping customer data and repeat business, without giving margin away to third-party apps.

One of the biggest misreads in “pizza is declining” coverage is that value equals lower prices.

In reality, value in 2026 looks like:

• Transparent pricing
• Smart bundles and family deals
• Reliable quality
• Convenience without hidden fees

Independent pizzerias that frame value with a purpose (versus just selling cheap pizza) are seeing stronger repeat behavior than those racing to the bottom.

Slice data consistently shows that repeat customers are worth significantly more annually than one-time orders, especially when shops make reordering simple.

“Personally, I will pay more when ordering is easy, when the food is consistent but feels custom, when the ingredients are fresh, and when I am recognized,” Monica T. from Denver, CO, an avid consumer-of-pizza, told Slice.  

“Those differences matter now more than ever, and you do not get those at Pizza Hut or Domino’s… and especially from Papa John’s.”

It’s less about inflation-proofing, and more about relationship-building.

The non-negotiable takeaway from both the WSJ coverage and Slice’s predictions is:
The future of pizza is digital-first.

Not delivery-first. Not app-first.

Direct digital-first.

Shops that rely solely on phone orders or third-party marketplaces will not thrive in the same way that shops that own their online ordering, customer lists, and data do.

Slice’s tools help shops:

• Increase online order frequency
• Reduce dependence on third-party marketplaces
• Turn first-time customers into regulars

In a slower demand environment, that control is everything.

Myth: pizza became boring.

In reality, boring menus have just stopped working.

Across the industry, shops are finding success with:

• Sourdough and specialty crusts
• Regional and seasonal toppings
• Limited-time offers that create urgency
• Menu clarity instead of menu overload

Innovation means giving customers a reason to choose you again and again.

Community is the Ultimate Competitive Advantage

Chains can buy impressions.
Independent pizzerias earn loyalty.

Local partnerships, school fundraisers, community nights, and genuine presence still outperform national ads, especially when paired with digital follow-up.

Slice’s predictions emphasize a shift toward community-driven growth: shops that embed act locally outperform those that rely on passive foot traffic alone.

What Smart Pizzeria Owners are Doing Right Now

The independent pizzerias winning in 2026 are not panicking.
They’re prioritizing.

They are:

• Tightening their digital experience
• Designing value intentionally
• Experimenting with menus in small, low-risk ways
• Investing in repeat customers
• Using data instead of gut instinct alone

They’re not trying to “save pizza.”
They’re building modern pizza businesses.

Pizza isn’t declining.
The old version of pizza is.

For independent pizzeria operators, that’s not a threat, it’s an opportunity.

While headlines chase nostalgia and chains chase scale, the real opportunity sits with shops willing to evolve. 

With the right tools, the right mindset, and a focus on customers instead of noise, pizza’s next chapter isn’t smaller.

It’s smarter.

What are your thoughts on the next steps for pizza? Shoot us a line to chat about it.