Food and drink · Metro area · North Carolina
Pizza places in the Hickory-Lenoir-Morganton, NC metro area
How the Hickory-Lenoir-Morganton, NC metro area compares with other metro areas and the U.S. for pizza places: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 41 out of 100: Lower middle
Ranked #260 of 387 scored metro areas
#13 of 15 scored metro areas based in North Carolina
- Listings
- 113
- 88 chain locations (78%)
- Official establishments
- 291
- All limited-service restaurants · +6.6% since 2019
- Household spending a year
- $506.3M
- On food away from home · $3,385 a household
- Spending per listing
- $4.5M
- 12% below the U.S.
- Listings per 10k households
- 7.6
- 5% below the U.S.
- Population, 2025
- 376,890
- +3.2% since 2020
See the pizza places around any address in the Hickory-Lenoir-Morganton metro area
The site report maps the pizza places on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Hickory-Lenoir-Morganton metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
Households in the Hickory-Lenoir-Morganton metro area spend about $506.3M a year on food away from home, or $3,385 per household, 17% below the U.S. average. Spread across 113 pizza places, that is $4.5M per pizza place, 12% below the U.S. figure of $5.1M. The spending figure covers all food away from home, not only pizza places.
The Hickory-Lenoir-Morganton metro area has 113 pizza places on map listings as of September 2026. Chain locations make up 78% of them, against 58% across the U.S. That comes to 7.6 for every 10,000 households, 5% below the U.S. rate of 8.0.
Official counts show 291 businesses with payroll classed as limited-service restaurants in the Hickory-Lenoir-Morganton metro area in 2023, up 6.6% from 2019. That is one for every 514 households, against one for every 478 across the U.S. That count covers all limited-service restaurants (fast food and sandwich shops included), not only pizza places. Another 25 one-person businesses have no payroll, by official counts. Since fiscal 2022, 4 SBA-backed loans worth $2.9M have gone to businesses classed as limited-service restaurants in the Hickory-Lenoir-Morganton metro area.
Population estimates show the Hickory-Lenoir-Morganton metro area grew 3.2% from 2020 to 2025, in step with the U.S. (+3.1%). The Groundwork market score for pizza places in the Hickory-Lenoir-Morganton metro area is 41 (lower middle), #260 of 387 scored metro areas and #13 of 15 scored metro areas based in North Carolina.
How the Hickory-Lenoir-Morganton metro area compares
The same measures for North Carolina and the whole U.S. Spending per listing divides a year of household spending on all food away from home by the pizza places counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Hickory-Lenoir-Morganton metro area | North Carolina | U.S. |
|---|---|---|---|
| Listings per 10k households | 7.6 | 7.4 | 8.0 |
| Spending per listing | $4.5M | $5.1M | $5.1M |
| Households per official establishment (all limited-service restaurants) | 514 | 504 | 478 |
| Official establishment growth, 2019–2023 | +6.6% | +4.7% | +6.1% |
| Population growth, 2020–2025 | +3.2% | +7.2% | +3.1% |
| Spending per household on food away from home | $3,385 | $3,776 | $4,070 |
| Median household income | $62,787 | $72,388 | $80,734 |
| Groundwork market score | 41 | 53 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 291All limited-service restaurants · +6.6% over the period
- Employees, 2023
- 6,266
- Annual payroll, 2023
- $113.1M
- One-person businesses, 2023
- 25All limited-service restaurants with no payroll
- Map listings, September 2026
- 11388 chain locations
- Listings at the U.S. rate for this spending
- 100The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 4
- Amount
- $2.9M
SBA-backed loans to businesses classed as limited-service restaurants in the Hickory-Lenoir-Morganton metro area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3. These official figures cover all limited-service restaurants, not only pizza places.
Population and households in the Hickory-Lenoir-Morganton metro area
- Population, 2025 estimate
- 376,890+3.2% since 2020
- Households
- 149,578
- Median age
- 43.2
- Homes lived in by their owners
- 74%
- Vehicles per household
- 2.1
- Land area
- 1,640 sq. mi.
- People per square mile
- 225
- Median household income
- $62,787+30.5% vs. 2015–2019, before inflation
- Average household income
- $83,592
- Median home value
- $215,600
- Jobs located here
- 158,748
- Daytime population
- 362,333Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Hickory-Lenoir-Morganton metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the pizza places on map listings by name and distance.
Or open the report at the center of the Hickory-Lenoir-Morganton metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardPizza across North Carolina
Every North Carolina market ranked →The highest-scoring metro areas in North Carolina for pizza places, numbered among those based in North Carolina (a market based in another state is listed without a number), with the Hickory-Lenoir-Morganton metro area marked.
Top metro areas in North Carolina
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Durham-Chapel Hill, NC | 82 | 155 | 6.2 | $6.7M | +7.5% | #11 of 387 |
| 2Charlotte-Concord-Gastonia, NC-SC | 73 | 739 | 6.9 | $6M | +10.1% | #45 of 387 |
| 3Raleigh-Cary, NC | 73 | 459 | 8.0 | $5.6M | +12.6% | #46 of 387 |
| 4Winston-Salem, NC | 69 | 159 | 5.6 | $6.3M | +5.3% | #66 of 387 |
| 5Pinehurst-Southern Pines, NC | 63 | 38 | 8.6 | $4.6M | +10.3% | #104 of 387 |
| 6Wilmington, NC | 62 | 148 | 7.4 | $5.2M | +15.9% | #105 of 387 |
| 7Rocky Mount, NC | 50 | 39 | 6.7 | $5M | +2.8% | #192 of 387 |
| 8Burlington, NC | 49 | 50 | 7.1 | $4.9M | +8.5% | #204 of 387 |
| 9Greensboro-High Point, NC | 48 | 226 | 7.1 | $5M | +4.1% | #213 of 387 |
| Virginia Beach-Chesapeake-Norfolk, VA-NC | 47 | 522 | 7.4 | $5.4M | +0.9% | #218 of 387 |
| 13Hickory-Lenoir-Morganton, NC | 41 | 113 | 7.6 | $4.5M | +3.2% | #260 of 387 |
Other business types in the Hickory-Lenoir-Morganton metro area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many pizza places are in the Hickory-Lenoir-Morganton, NC metro area?
Map listings as of September 2026 show 113 pizza places in the Hickory-Lenoir-Morganton metro area. 88 of them (78%) are chain locations. The listings count pizza restaurants. Official counts show 291 businesses with payroll classed as limited-service restaurants in 2023, up 6.6% from 2019. The official count takes in all limited-service restaurants, not only pizza places: fast food and sandwich shops are counted too. Official counts list 25 one-person businesses without payroll.
How much do households in the Hickory-Lenoir-Morganton, NC metro area spend on food away from home?
About $506.3M a year, or $3,385 per household. That is 17% below the U.S. average (an index of 83, where 100 is the U.S. average). Spread across the 113 pizza places on map listings, it comes to $4.5M per pizza place. That spending covers all food away from home, which pizza places share with other businesses in the trade. It is estimated from the incomes of the 149,578 households in the Hickory-Lenoir-Morganton metro area and national spending patterns by income.
How does the Hickory-Lenoir-Morganton, NC metro area compare with the U.S. for pizza places?
The Hickory-Lenoir-Morganton metro area has 7.6 pizza places per 10,000 households, 5% below the U.S. rate of 8.0. Spending per pizza place is $4.5M, 12% below the U.S. figure of $5.1M. At the U.S. ratio of pizza places to household spending, the Hickory-Lenoir-Morganton metro area would have about 100, against 113 on map listings. There is one business with payroll in the industry for every 514 households, against one for every 478 across the U.S. The official count rose 6.6% from 2019 to 2023, against +6.1% for the U.S.
How fast is the Hickory-Lenoir-Morganton, NC metro area growing?
Population estimates put the Hickory-Lenoir-Morganton metro area at 376,890 people in 2025, up 3.2% since 2020, in step with the U.S. (+3.1%). It has 149,578 households. Median household income in the Hickory-Lenoir-Morganton metro area is $62,787, 22% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.5%, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Hickory-Lenoir-Morganton metro area scores 41 for pizza places (lower middle), #260 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Hickory-Lenoir-Morganton metro area. It maps the pizza places on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for pizza places · All 56 business types in the Hickory-Lenoir-Morganton metro area
Screening a site or an acquisition in the Hickory-Lenoir-Morganton metro area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Hickory-Lenoir-Morganton metro area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.