Food and drink · Metro area · Wisconsin
Pizza places in the Madison, WI metro area
Competitor counts, household spending and official business counts for pizza places in the Madison, WI metro area, set against other metro areas and the U.S.
Groundwork market score · out of 100
Score 78 out of 100: High
Ranked #18 of 387 scored metro areas
#2 of 13 scored metro areas based in Wisconsin
- Listings
- 219
- 134 chain locations (61%)
- Official establishments
- 510
- All limited-service restaurants · −2.1% since 2019
- Household spending a year
- $1.3B
- On food away from home · $4,321 a household
- Spending per listing
- $6M
- 17% above the U.S.
- Listings per 10k households
- 7.3
- 9% below the U.S.
- Population, 2025
- 709,685
- +4.1% since 2020
See the pizza places around any address in the Madison 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 Madison 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
The Madison metro area scores 78 (high) on the Groundwork market score for pizza places, ranking #18 of 387 scored metro areas and #2 of 13 scored metro areas based in Wisconsin. That puts it in the top 10% of metro areas for pizza places.
At $4,321 per household (6% above the U.S. average), households in the Madison metro area spend about $1.3B a year on food away from home. Spread across 219 pizza places, that is $6M per pizza place, 17% above the U.S. figure of $5.1M. The spending figure covers all food away from home, not only pizza places.
There are 219 pizza places on map listings in the Madison metro area as of September 2026. 134 of them (61%) are chain locations, against 58% across the U.S. That comes to 7.3 for every 10,000 households, 9% below the U.S. rate of 8.0.
Official counts show 510 businesses with payroll classed as limited-service restaurants in the Madison metro area in 2023, down 2.1% from 2019. That is one for every 591 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. Since fiscal 2022, 22 SBA-backed loans worth $8.2M have gone to businesses classed as limited-service restaurants in the Madison metro area. Population estimates put the population change in the Madison metro area from 2020 to 2025 at +4.1%, faster than the U.S. (+3.1%).
How the Madison metro area compares
The same measures for Wisconsin 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 | Madison metro area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 7.3 | 6.9 | 8.0 |
| Spending per listing | $6M | $5.7M | $5.1M |
| Households per official establishment (all limited-service restaurants) | 591 | 632 | 478 |
| Official establishment growth, 2019–2023 | −2.1% | +3.8% | +6.1% |
| Population growth, 2020–2025 | +4.1% | +1.3% | +3.1% |
| Spending per household on food away from home | $4,321 | $3,959 | $4,070 |
| Median household income | $88,804 | $77,485 | $80,734 |
| Groundwork market score | 78 | 63 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 510All limited-service restaurants · −2.1% over the period
- Employees, 2023
- 10,107
- Annual payroll, 2023
- $211.6M
- One-person businesses, 2023
- 66All limited-service restaurants with no payroll
- Map listings, September 2026
- 219134 chain locations
- Listings at the U.S. rate for this spending
- 256The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 22
- Amount
- $8.2M
SBA-backed loans to businesses classed as limited-service restaurants in the Madison 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 Madison metro area
- Population, 2025 estimate
- 709,685+4.1% since 2020
- Households
- 301,580
- Median age
- 39.0
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.7
- Land area
- 3,309 sq. mi.
- People per square mile
- 209
- Median household income
- $88,804+22.7% vs. 2015–2019, before inflation
- Average household income
- $116,647
- Median home value
- $372,400
- Jobs located here
- 417,554
- Daytime population
- 747,946Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Madison 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 Madison 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring metro areas in Wisconsin for pizza places, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the Madison metro area marked.
Top metro areas in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Minneapolis-St. Paul-Bloomington, MN-WI | 80 | 1,014 | 6.9 | $6.7M | +2.6% | #12 of 387 |
| 1Appleton, WI | 79 | 63 | 6.3 | $6.6M | +2.7% | #15 of 387 |
| 2Madison, WI | 78 | 219 | 7.3 | $6M | +4.1% | #18 of 387 |
| 3Wausau, WI | 72 | 35 | 6.0 | $6.5M | +1.0% | #50 of 387 |
| 4Racine-Mount Pleasant, WI | 69 | 48 | 6.0 | $6.6M | +0.4% | #63 of 387 |
| 5Milwaukee-Waukesha, WI | 67 | 426 | 6.5 | $6.2M | 0.0% | #78 of 387 |
| 6Green Bay, WI | 67 | 102 | 7.5 | $5.3M | +2.5% | #82 of 387 |
| 7La Crosse-Onalaska, WI-MN | 65 | 48 | 6.7 | $5.8M | +0.4% | #91 of 387 |
| 8Kenosha, WI | 61 | 44 | 6.4 | $6.4M | −0.4% | #109 of 387 |
| 9Eau Claire, WI | 59 | 57 | 7.9 | $4.8M | +2.6% | #117 of 387 |
Other business types in the Madison 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 Madison, WI metro area?
As of September 2026, map listings count 219 pizza places in the Madison metro area. 134 of them (61%) are chain locations. The listings count pizza restaurants. Official counts show 510 businesses with payroll classed as limited-service restaurants in 2023, down 2.1% 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 also show 66 one-person businesses without payroll.
How much do households in the Madison, WI metro area spend on food away from home?
About $1.3B a year, or $4,321 per household. That is 6% above the U.S. average (an index of 106, where 100 is the U.S. average). Spread across the 219 pizza places on map listings, it comes to $6M 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 301,580 households in the Madison metro area and national spending patterns by income.
How does the Madison, WI metro area compare with the U.S. for pizza places?
The Madison metro area has 7.3 pizza places per 10,000 households, 9% below the U.S. rate of 8.0. Spending per pizza place is $6M, 17% above the U.S. figure of $5.1M. At the U.S. ratio of pizza places to household spending, the Madison metro area would have about 256, against 219 on map listings. There is one business with payroll in the industry for every 591 households, against one for every 478 across the U.S. The official count fell 2.1% from 2019 to 2023, against +6.1% for the U.S.
How fast is the Madison, WI metro area growing?
Population estimates put the Madison metro area at 709,685 people in 2025, up 4.1% since 2020, faster than the U.S. (+3.1%). It has 301,580 households. Median household income in the Madison metro area is $88,804, 10% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.7%, 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 Madison metro area scores 78 for pizza places (high), #18 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 Madison 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 Madison metro area
Screening a site or an acquisition in the Madison 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 Madison 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.