QSR magazine:

According to the Yellow Pages Association (YPA), the “pizza” heading—the fifth most used out of more than 4,000 total Yellow Pages headings—reaches its highest usage in January. It had some 60 million searches in the month last year.

For the entire year, the “pizza” heading generated more than 318 million searches on its own and was responsible for 22 percent—or another 280 million searches—under the “restaurant” heading.

In other words, pizza accounts for more than half a billion Yellow Pages searches every year.

When referencing the “pizza” Yellow Pages heading, 52 percent of consumers are looking for a local pizza restaurant.

Of the 76,355 pizzerias in the U.S., 65 percent are independently owned, according to PMQ’s Pizza Magazine’s 2008 report.