Are consumers ready to embrace fusion pizza?

In a new survey for Food Spark, Streetbees asked consumers how likely they would be to try fusion pizza and which cuisines would most hit the mark

19 March 2020
image credit: Food Photographer/Getty Images

  • 87% of people said they would be willing to try a fusion pizza, 38% of whom were ‘extremely likely’ to try.
  • Mexican was picked out as the cuisine people were most keen to see blended with pizza at 44%, followed by Indian (42%), Chinese (36%), Greek (31%) and Caribbean (20%).
  • With a big ‘foodie movement’ in Seoul, South Korea for Korean-inspired pizza, over half (54%) claimed they would try a surf-and-turf pizza with sausage, shrimp, calamari, bacon, steak and broccoli.
  • However, consumers seemed less excited by the prospect of incorporating sweet flavours, with 77% of respondents saying they were unlikely to try a pizza with strawberries, mozzarella, cream cheese icing and pickles.
  • In total, 53% said they were not likely at all to try such a pizza.
  • The prospect of tasting a fondue pizza using five different cheeses to create a fondue effect was much more appealing, with 36% saying they would definitely try it and an additional 43% agreeing with the statement ‘Delicious, I love cheese!’
  • Meanwhile, a fusion Italian and Indian pizzeria opened recently and 29% agreed with the statement ‘Sounds incredible!’ while 40% said they would definitely give it a go.
  • With KFC and Pizza Hut recently partnering to launch a Popcorn Chicken pizza, more than two-thirds (69%) of respondents said they would like to try it and only 7% said it sounded like their worst nightmare.

Streetbees is a global intelligence platform that reveals how people behave, and why, by analysing real-life moments collected from over 1 million users worldwide.

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