Pizza Coupon Usage Among Ukrainian Consumers

Research Department - PizzaCode | April 2025

1. Introduction & Methodology

To better understand the pizza consumption and coupon usage patterns of Ukrainian consumers, PizzaCode conducted a dedicated user survey in April 2025. The primary objectives were to identify who uses pizza coupons, how often they are used, the impact of coupons on purchasing decisions, and overall satisfaction with PizzaCode's offerings.

A total of 1,013 valid responses were collected through an online, self-administered questionnaire targeting pizza-ordering users across Ukraine, with emphasis on key urban areas such as Kyiv, Lviv, Odesa, and Kharkiv. Respondents were reached via PizzaCode's website and affiliated digital channels.

The survey included both closed-ended and Likert-scale questions and focused on five main dimensions:

User demographics
Pizza ordering habits
Coupon usage frequency and behaviour
Pizza brand and flavour preferences
Attitudes toward PizzaCode services

This data provides a reliable foundation for market insights, user segmentation, and targeted coupon strategy refinement.

2. Respondent Profile

2.1 Demographic Distribution

The respondent group is predominantly composed of young and middle-aged adults, with the 25-34 group representing the largest segment. Female and male respondents were almost equally represented, with 56.3% female and 43.7% male participants respectively.

Geographically, Kyiv and surrounding areas accounted for the highest number of participants, reflecting PizzaCode's strong market presence in key cities.

In terms of living arrangements, the majority of respondents reported living with family, suggesting that shared living dynamics play a significant role in pizza ordering patterns.

2.2 Pizza Ordering Behaviour

Pizza ordering frequency varied across the sample, with "Once a month" being the most common pattern. This indicates a blend of habitual and occasional ordering behaviours.

The most preferred ordering channel was Delivery platforms, highlighting a clear preference for convenience-driven platforms.

Most respondents typically spend ₴200-₴300 per order, aligning with mid-range pricing strategies. Additionally, the majority reported shared consumption, reinforcing the role of pizza as a social or family-sharing meal.

3. Pizza Preferences and Openness to New Brands

Ukrainian pizza consumers demonstrated diverse taste preferences. The most commonly selected pizza type was Classic Italian Pizza, followed by other popular variations including meat, local specialty, and vegetarian options.

In terms of brand loyalty, Local Chains emerged as the most frequently ordered category, while international chains and independent restaurants also held a significant share, indicating that price sensitivity and familiarity both play important roles in brand choice.

When asked about their willingness to try new pizza brands because of available coupons, most users rated their openness positively, with an average Likert score of 4.20 out of 5. This suggests that coupons are not only useful for retention but also effective in promoting brand experimentation and cross-brand traffic.

4. Correlation and Behavioural Modeling

To better understand coupon dynamics, several behavioural and demographic correlations were examined.

4.1 Demographics and Coupon Usage

There is a clear relationship between age and coupon usage. Respondents aged 18-34 were significantly more likely to use pizza coupons regularly, while those above 45 tended to use them infrequently or not at all. Gender differences in coupon usage were minimal, and no strong regional trends were observed.

4.2 Coupon Use and Brand Experimentation

The data suggests that users who frequently use coupons also show a stronger willingness to explore unfamiliar pizza brands. Coupons act as an enabler of experimentation, especially for those who prioritise value and variety over brand loyalty.

4.3 High-Frequency User Profile

A distinct behavioural profile emerges when examining users who order pizza more than once a week and report using coupons almost every time:

Most commonly aged 25-34
Predominantly urban-based, especially in Kyiv and other large cities
Highly discount-sensitive and responsive to promotions
More likely to recommend PizzaCode to others
Frequently order through mobile-first platforms

This segment represents a valuable target group for loyalty initiatives, referral programs, and early-access promotions.

5. User Feedback & Recommendations

In addition to structured survey responses, the questionnaire included two open-ended questions inviting users to share suggestions and expectations regarding pizza coupon services. Several recurring themes emerged from the qualitative responses.

5.1 Areas for Improvement

Simplified redemption: Users called for smoother application of coupons on delivery apps and partner platforms.
Real-time validity: Some users encountered expired or non-functional coupons, suggesting a need for better validity controls and expiry transparency.
More inclusive discounts: Participants expressed interest in deals beyond just pizza, such as side items, drinks, or free delivery.

5.2 Desired Features

When asked what additional features they would like to see from PizzaCode, the most popular suggestions included:

Personalised coupon recommendations based on ordering behaviour
Loyalty rewards for repeat users
Seamless integration with third-party food delivery services
Push alerts for time-sensitive or limited coupons

These insights suggest that improvements in personalisation and accessibility could enhance user engagement and long-term platform loyalty.

6. Conclusions

This survey confirms that Ukrainian consumers are highly engaged with pizza coupons, particularly among younger, tech-savvy, and value-oriented users. Based on the data, several important findings emerge.

Coupons influence decision-making: Most users acknowledge that coupons affect both timing and brand choice.
Experimentation is strong: Coupons are an effective tool for encouraging users to try new pizza brands.
User satisfaction is high: The presence of a coupon positively correlates with reported purchase satisfaction.
Demographics matter: Adults aged 25-34 living in urban areas are the most active coupon users.

Footer Notes

Author: PizzaCode Research Department

Date: April 2025

Data Usage Notice: This report is published for public, non-commercial use. If referencing the data, please credit PizzaCode and include a link to the full report on our website.

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