Domino's vs Pizza Pilgrims:Which is more popular?
In September 2026, Domino's had more branded searches than Pizza Pilgrims among pizza chains in the United Kingdom. Domino's had about 1 million branded searches, while Pizza Pilgrims had 49,500. Domino's made up 36.6% of all pizza chain searches we track, and Pizza Pilgrims accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about pizza chains, Domino's appeared in three of the four answers and Pizza Pilgrims in two. Domino's was mentioned before Pizza Pilgrims in two out of three answers.
Who do people search for more?
Domino's, about 20 searches for every 1 for Pizza Pilgrims
Who does AI mention more?
Domino's, mentioned in 3 of 4 answers, Pizza Pilgrims in 2
Who does AI recommend more?
Domino's, named ahead of Pizza Pilgrims in 2 of 3 answers
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Top pizza chains in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Domino's was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Pizza Pilgrims was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Domino's was listed before Pizza Pilgrims in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Domino's3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
PizzaExpress2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Pizza Hut2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Papa Johns2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Franco Manca2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Pizza Pilgrims2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Rudy's Pizza Napoletana2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about pizza chains
4 answers
Asked ChatGPT
“Which pizza chain has the best pizza in the UK?”
Asked ChatGPT
“What are the best pizza chains in the UK?”
Asked ChatGPT
“Which pizza chain in the UK is best for delivery?”
Searched Google, AI Overview
“pizza delivery”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“pizza restaurants”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Domino's or Pizza Pilgrims more popular in search?
This chart shows how often people search Google for Domino's and Pizza Pilgrims by name. Each line represents a brand's share of searches for all seven pizza chains we track, month by month, from searches in United Kingdom.
Share of searches by month for Domino's, Pizza Pilgrims. The figures are in the table below the chart.
View monthly share of searches table
| Month | Domino's | PizzaExpress | Pizza Hut | Papa Johns | Franco Manca | Pizza Pilgrims | Rudy's Pizza Napoletana |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.2% | 17.8% | 32.2% | 9.7% | 3.6% | 2.9% | 1.6% |
| Nov 2025 | 40.2% | 22.1% | 22.1% | 8.1% | 3% | 3% | 1.6% |
| Dec 2025 | 41.2% | 22.6% | 18.5% | 10.1% | 3% | 3% | 1.7% |
| Jan 2026 | 36.3% | 24.5% | 20% | 9% | 6% | 2.7% | 1.5% |
| Feb 2026 | 38.7% | 26.1% | 17.4% | 9.5% | 3.5% | 2.9% | 1.9% |
| Mar 2026 | 38.9% | 26.2% | 17.5% | 9.6% | 2.9% | 2.9% | 1.9% |
| Apr 2026 | 38.9% | 26.2% | 17.5% | 9.6% | 2.9% | 2.9% | 1.9% |
| May 2026 | 38.8% | 26.2% | 17.5% | 9.6% | 2.9% | 3.5% | 1.6% |
| Jun 2026 | 36.3% | 29.8% | 16.3% | 10.9% | 2.2% | 2.7% | 1.8% |
| Jul 2026 | 36.4% | 30% | 16.4% | 11% | 2.7% | 1.8% | 1.8% |
| Aug 2026 | 33.1% | 33.1% | 18.2% | 10% | 2% | 2% | 1.6% |
| Sep 2026 | 36.6% | 30.1% | 16.5% | 11% | 2.2% | 1.8% | 1.8% |
How has the Domino's and Pizza Pilgrims comparison changed over the last 12 months?
3 findings
- Domino's was ahead of Pizza Pilgrims in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Domino's’ share of searches among pizza chains in the United Kingdom moved from 32.2% to 36.6%, and its estimated monthly branded searches moved from 1.2M to 1M.
- Across the 12 months ending September 2026, Pizza Pilgrims’ share of searches among pizza chains in the United Kingdom moved from 2.9% to 1.8%, and its estimated monthly branded searches moved from 110K to 49.5K.
How did search popularity change for United Kingdom pizza chains in September 2026?
2 changes
In September 2026, Domino's gained share of searches among pizza chains in the United Kingdom, from 33.1% to 36.6%.
Estimated monthly branded searches for Pizza Pilgrims in the United Kingdom fell 55% over 12 measured months, from 110K to 49.5K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Domino's’ and Pizza Pilgrims’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Domino's
2 branded search terms
- domino's
- dominos
Pizza Pilgrims
1 branded search term
- pizza pilgrims
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