Which pizza brands do Americans consider during late-night cravings?
As traditional dining hours wind down, late-night eaters find their options limited. To understand these nocturnal diners' preferences, we analyzed YouGov BrandIndex data, which tracks daily public perceptions of thousands of brands. The focus is on pizza brands excelling in Consideration, Satisfaction, Quality, and Value. By analyzing this data, YouGov identifies the top players in the after-dark market, revealing which brands most successfully meet America’s late-night cravings.
Among consumers who eat out late a few times each week, Domino’s leads the pack in Consideration scores, with 47.2% of late-night diners reporting they would consider eating here when on a pizza run. Pizza Hut follows with 44.3%, while Papa John’s (25.5%), Little Caesars (19.6%), and Blaze Pizza (15.2%) round out the top five.
The analysis reveals some shifts when it comes to Satisfaction and Quality scores. Domino’s and Pizza Hut, while leaders in Consideration, also rank highly in Satisfaction. Among late-night diners, 44.7% express satisfaction with Domino’s, while Pizza Hut follows at 41.9%. This shows that a substantial portion of customers not only consider these brands but leave satisfied with their dining experience.
The other pizza brands to make it to the top 5 for Satisfaction include Papa John’s (21.2%), Little Caesar’s (14.5%) and Papa Murphy (9.5%).
When it comes to perceived Quality, Domino’s and Pizza Hut again take the top positions, with Quality scores of 49.3% and 47.7%, respectively. Consumers rate both brands highly in terms of product quality, suggesting these chains are consistent in delivering a desirable product during late hours. Papa John’s, Blaze Pizza, and Godfather Pizza complete the top five in the Quality category, with scores of 26.3%, 17.8%, and 16.6%, indicating that while they may lag in Consideration and Satisfaction, they are still recognized for quality.
When evaluating Value, a key factor for late-night consumers, Domino’s once again leads, with 48.9% of respondents believing the chain provides good value for money. Pizza Hut is close behind, earning a Value score of 45.2%. Both brands appear to offer a well-balanced mix of quality and affordability, a combination that resonates with consumers seeking a reliable late-night meal without breaking the bank.
Rounding out the top five in Value are Papa John’s (22.5%), Little Caesars (21.6%), and Blaze Pizza (15.1%). While these brands may not always rank highest in every category, they have carved out a presence in the market by appealing to value-driven customers.
Through the metrics of Consideration, Satisfaction, Quality, and Value, YouGov's analysis highlights that Domino’s and Pizza Hut have established themselves as the top choices among late-night pizza seekers. Consistently strong scores across all four categories demonstrate these brands' ability to deliver on consumer expectations, from taste and quality to affordability.
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 26 million+ members. Speak with us today.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Scores are based on an average daily sample size of nationally representative US adults between November 12, 2023 – November 11, 2024] Learn more about BrandIndex.
Image: Getty Images