Updated October 2026
Pizza is one of America’s favorite foods and one of its biggest restaurant categories, from global delivery chains to neighborhood shops and wood-fired trucks. This report summarizes the latest data on the size of the pizza business, how the chains and independents are doing, and what it takes to start a pizza business in 2026.
The US pizza business at a glance
Table of Contents
| Measure | Latest figure |
|---|---|
| US pizzerias | About 75,736 (2025), per PMQ’s 2026 Pizza Power Report |
| Independents’ share | More than half of US pizzerias (industry estimates range from about 45% to 60%) |
| Largest chain | Domino’s, about $9.5 billion in US sales (2024) |
| Online ordering | Among operators who take online orders (about 84% of those surveyed by Pizza Today), online orders average about 27% of sales |
| New-store survival | Only two of more than 1,000 newly opened pizza shops closed in their first year, according to Datassential data cited by PMQ |
Chains versus independents
The biggest chains still dominate total sales. In PMQ’s 2026 report, compiled with Datassential, Domino’s remained the No. 1 chain with about $9.5 billion in US sales in 2024, helped by an aggressive value strategy, while Pizza Hut recorded about $5.3 billion as several major chains struggled with same-store sales.
At the same time, PMQ’s 2026 report argues that the era of chain dominance may be fading. Industry voices it quotes point to independents gaining ground as customers seek quality, local character and craft styles, and as technology gives small shops tools for online ordering, delivery and marketing that once only big chains could afford. The Wall Street Journal has noted that pizza sales growth has lagged the wider fast-food market, but much of that weakness is at the big chains.
A surprisingly durable restaurant category
Restaurants are often described as risky, but pizza appears to be an exception. According to Datassential data reported in PMQ’s 2026 Pizza Power Report, only two of more than 1,000 newly opened pizza shops closed within their first 12 months in the past year, making pizzerias one of the strongest performers in the restaurant industry on that measure. That figure includes franchised shops, which have built-in brand recognition, so independents still need to earn their place.
Why pizza holds up:
- Broad appeal across ages, incomes and occasions.
- Strong delivery and takeout economics, with less dependence on dining rooms.
- Relatively low food costs for core items.
- Flexible formats, from takeout counters to food trucks.
Costs and challenges
Pizzeria operators surveyed for PMQ and Pizza Today report that sales are generally solid but labor and food costs are rising. Key pressures include:
- Cheese, flour and meat prices, which can swing significantly.
- Labor costs and staffing.
- Third-party delivery fees, which can eat into margins.
- Price competition from chains running deep value deals.
- Frozen pizza, which has improved in quality and competes for at-home meals.
What to budget for an independent pizzeria
Costs vary enormously with location, size and whether you take over an existing restaurant space. A typical budget includes:
| Cost | Notes |
|---|---|
| Lease deposit and build-out | Converting a former restaurant is usually far cheaper than a new build |
| Ovens | Deck, conveyor or wood-fired; each suits a different style and volume |
| Dough mixer and prep equipment | Mixers, dough boxes, sheeters, prep tables |
| Refrigeration | Walk-in or reach-in coolers and make-lines |
| Hood and fire suppression | Required by fire codes; often a major cost |
| Smallwares and packaging | Pans, peels, boxes and utensils |
| Technology | Point-of-sale, online ordering and kitchen display |
| Licenses, permits and insurance | Food service, fire, signage and liability coverage |
| Opening inventory and marketing | Ingredients and launch promotion |
| Working capital | Several months of rent and payroll |
Use our startup cost calculator to total your estimate.
Delivery: apps or your own drivers?
Delivery is central to pizza, and operators face a key choice:
- Third-party delivery apps bring visibility and new customers without hiring drivers, but commissions can take a large slice of each order, and you don’t own the customer relationship.
- In-house delivery costs more to set up (drivers, insurance, scheduling) but keeps more margin and lets you control the experience.
- A hybrid approach, using apps for discovery while steering repeat customers to your own website and app with better prices or rewards, is common among successful independents.
Menu economics: an example
Suppose a large cheese pizza sells for $18 and its ingredients and box cost about $4.50. That leaves $13.50 to cover labor, rent, utilities, marketing and profit. Adding a popular topping for $2.50 that costs 75 cents raises the contribution to $15.25. Specialty pizzas, sides, drinks and desserts often carry higher margins than the base pizza, so menu design and combo deals matter as much as the pizza itself.
This example is illustrative; track your own recipe costs weekly.
Pizza styles and trends
Pizza Today’s 2026 trends report tracks the most popular and fastest-growing styles. Beyond classic New York and Neapolitan, regional styles like Detroit-style square pies, tavern-style thin crust and grandma pies have gained fans nationwide, alongside creative toppings, sourdough and long-fermented doughs, and gluten-free and plant-based options. A distinctive style is one of the best ways for an independent to stand out from the chains.
How to start a pizza business
Independent pizzeria
The classic path: a takeout, delivery or dine-in shop with your own recipes and brand. Major costs include the lease and build-out, ovens (deck, conveyor or wood-fired), mixers, refrigeration, a hood and fire suppression system, and point-of-sale and online ordering technology.
Pizza franchise
Franchises provide a recognized brand, systems and marketing in exchange for fees and royalties. Compare investment, fees and Item 19 data in each brand’s Franchise Disclosure Document.
Pizza truck or trailer
A mobile oven (often wood- or gas-fired) lets you serve events, breweries, farmers markets and private parties with lower overhead. See our food truck business guide.
Specialty and wholesale
Some operators sell frozen or take-and-bake pizzas through grocery stores, a growing revenue source noted in Pizza Today’s 2026 trends report.
Example: a mobile pizza business
A couple builds a pizza trailer with a gas-fired oven and serves breweries on weeknights, farmers markets on Saturday mornings, and private parties and weddings on weekends. Private events, booked at a per-guest price with a minimum, provide the most predictable income, while public events build their following on social media. With far lower overhead than a restaurant, the business tests demand for their style before they consider a permanent location.
This example is illustrative; check local health, fire and event permits.
Choosing a location for a pizzeria
- Delivery radius population: enough households and workplaces within a short drive.
- Takeout convenience: parking and easy pickup matter more than a large dining room.
- Competition: chains nearby compete on price; aim to differentiate on quality and style.
- Existing restaurant spaces: hoods, grease traps and plumbing already in place cut costs.
- Lunch traffic from offices, schools and shops, to fill midday hours.
What successful independents do
- Pick a clear identity: a style (Neapolitan, New York, Detroit, tavern), quality ingredients and a memorable brand.
- Own the direct relationship: first-party online ordering and an email or text list reduce reliance on delivery apps.
- Price for profit, not just to match chains. See our pricing guide.
- Control food and labor costs with weekly tracking.
- Build loyalty with rewards, specials and great service. See how to keep customers coming back.
- Get reviews and keep your online listings accurate.
Licenses and permits
Pizzerias need local business licenses, a food service permit and health inspections, a certified food protection manager in many jurisdictions, fire department approval for hoods and ovens, and a liquor license if serving alcohol. See our restaurant and food service industry profile.
Frequently asked questions
How many pizzerias are there in the US? About 75,736 in 2025, according to PMQ’s 2026 Pizza Power Report.
Is a pizzeria a good business to start? Pizza has strong demand and unusually good early survival rates, but rising costs and chain competition make planning and pricing critical.
How much profit does a pizzeria make? It varies widely with sales volume, rent, labor and food costs. Many operators aim to keep food and labor together well under two-thirds of sales, but your own numbers matter most; model them with the break-even calculator.
What’s the cheapest way into the pizza business? A mobile pizza oven trailer or truck usually costs far less than a full restaurant build-out.
Next steps
Read our restaurant and food service industry profile, the food truck business guide, and plan with the startup cost calculator.
Statistics are from PMQ’s 2026 Pizza Power Report, Datassential data cited by PMQ, and Pizza Today’s 2026 trends report.
Sources
- PMQ Pizza Magazine, Pizza Power Report 2026: Is the era of the big pizza chains coming to an end?
- PMQ Pizza Magazine, Pizza Power Report 2026: Pizzeria failure rate is not what you think
- PMQ Pizza Magazine, Pizza Power Report 2026: Top 30 chains
- Pizza Today, 2026 Pizza Industry Trends Report
Last reviewed October 20, 2026. Startup costs are estimates; check local prices, licensing and tax rules before you commit money.
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