As a native New Yorker (full disclosure: actually raised in New Jersey), I love a slice of pizza with a thin, crispy crust – in fact, it’s one of the things I miss most living here in Silicon Valley. As a result, I prefer to make my own dough at home, but as our third installment of the “What Women Want” BPI series showed me, there are plenty of pizza brands to choose from – and talk about on social media. This time around, we focused on the final item that made it to the top three list for both men and women: pizza! Personally, I would rather have pizza over ice cream, number one on the list for women, but let’s slice up the data the social conversation on pizza broken out by the top 10 brands women and men each talk about:
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.
Once again, the buzz winner was the same across genders: Pizza Hut was king with a whopping 75% of the chatter among women, and 68% of the chatter from men. In addition to the high volume, though, Pizza Hut generated a Passion Intensity score of 65 and a Net Sentiment score of 66 among the women’s results – both very middle-of-the-road scores compared to other brands. Similarly, Pizza Hut generated the lowest Net Sentiment score of 50 and a mid-range Passion Intensity score of 70 among men. Costco emerged as the love winner for women, generating a Passion Intensity of 82 and a Net Sentiment of 88. I, for one, wasn’t surprised; I can’t tell you how many birthday parties I’ve been to (and I go to a lot of birthday parties these days) where Costco pizza came through as a lifesaver for busy moms. Meanwhile, a brand I know very little about, Godfather’s Pizza came out on top as men’s most loved pizza brand. And in a surprising insight, Freschetta appeared on the women’s BPI, but not the men’s, showing that even pizza has a gender bias.
I surfaced some verbatim to illustrate the insights you can pull out – and I found the ones about Pizza Hut fascinating! Both men and women complained about the terrible service from the chain, but women found redeeming qualities in the free salad, while men raved about the breadsticks.
Meanwhile, Costco charmed women with its healing powers and had females singing its praises and sending the discount giant tons of love:
Godfather’s had men chatting about how ‘amazing’ the pizza is and remembering it with nostalgia – but still couldn’t escape slights to its former CEO, Hermain Cain.
Freschetta has found a way into women’s hearts with its healthy, fresh ingredients and taste.
One of these days when I’m not in the mood to make my own dough, I think I’ll have to give some of these a try! What would you recommend?