Food and drink · Small-town market · Wisconsin
Pizza places in the Watertown-Fort Atkinson, WI area
How the Watertown-Fort Atkinson, WI area compares with other small-town markets and the U.S. for pizza places: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 74 out of 100: Upper middle
Ranked #47 of 520 scored small-town markets
#7 of 13 scored small-town markets based in Wisconsin
- Listings
- 25
- 17 chain locations (68%)
- Official establishments
- 55
- All limited-service restaurants · +5.8% since 2019
- Household spending a year
- $139M
- On food away from home · $3,986 a household
- Spending per listing
- $5.6M
- 9% above the U.S.
- Listings per 10k households
- 7.2
- 10% below the U.S.
- Population, 2025
- 86,505
- +0.3% since 2020
See the pizza places around any address in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson 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 Groundwork market score for pizza places in the Watertown-Fort Atkinson area is 74 (upper middle), #47 of 520 scored small-town markets and #7 of 13 scored small-town markets based in Wisconsin. That puts it in the top 10% of small-town markets for pizza places.
Map listings as of September 2026 show 25 pizza places in the Watertown-Fort Atkinson area. 17 of them (68%) are chain locations, against 58% across the U.S. Per 10,000 households, that is 7.2, 10% below the U.S. rate of 8.0.
At $3,986 per household (2% below the U.S. average), households in the Watertown-Fort Atkinson area spend about $139M a year on food away from home. That works out to $5.6M per pizza place, 9% above the U.S. figure of $5.1M. That spending covers all food away from home, which pizza places share with other businesses in the trade.
Official counts show 55 businesses with payroll classed as limited-service restaurants in the Watertown-Fort Atkinson area in 2023, up 5.8% from 2019. That is one for every 634 households, against one for every 478 across the U.S. The official count takes in all limited-service restaurants, not only pizza places: fast food and sandwich shops are counted too. Between 2020 and 2025, the population of the Watertown-Fort Atkinson area grew 0.3%, slower than the U.S. (+3.1%).
How the Watertown-Fort Atkinson 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 | Watertown-Fort Atkinson area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 7.2 | 6.9 | 8.0 |
| Spending per listing | $5.6M | $5.7M | $5.1M |
| Households per official establishment (all limited-service restaurants) | 634 | 632 | 478 |
| Official establishment growth, 2019–2023 | +5.8% | +3.8% | +6.1% |
| Population growth, 2020–2025 | +0.3% | +1.3% | +3.1% |
| Spending per household on food away from home | $3,986 | $3,959 | $4,070 |
| Median household income | $83,750 | $77,485 | $80,734 |
| Groundwork market score | 74 | 63 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 55All limited-service restaurants · +5.8% over the period
- Employees, 2023
- 1,252
- Annual payroll, 2023
- $20M
- One-person businesses, 2023
- 10All limited-service restaurants with no payroll
- Map listings, September 2026
- 2517 chain locations
- Listings at the U.S. rate for this spending
- 27The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as limited-service restaurants in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson area
- Population, 2025 estimate
- 86,505+0.3% since 2020
- Households
- 34,873
- Median age
- 42.2
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 557 sq. mi.
- People per square mile
- 155
- Median household income
- $83,750+26.3% vs. 2015–2019, before inflation
- Average household income
- $100,082
- Median home value
- $274,100
- Jobs located here
- 34,853
- Daytime population
- 76,557Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Watertown-Fort Atkinson area?
These figures cover the whole small-town market. 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 Watertown-Fort Atkinson 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 small-town markets in Wisconsin for pizza places, numbered among those based in Wisconsin, with the Watertown-Fort Atkinson area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Shawano, WI | 83 | 7 | 3.8 | $9.4M | +1.4% | #9 of 520 |
| 2Stevens Point-Plover, WI | 79 | 12 | 4.0 | $9.5M | +2.2% | #20 of 520 |
| 3Beaver Dam, WI | 78 | 23 | 6.4 | $5.9M | −0.3% | #26 of 520 |
| 4Manitowoc, WI | 78 | 22 | 6.3 | $5.8M | +0.4% | #27 of 520 |
| 5Menomonie, WI | 77 | 14 | 8.0 | $4.7M | +1.7% | #33 of 520 |
| 6Sparta, WI | 75 | 12 | 6.6 | $5.6M | +0.6% | #44 of 520 |
| 7Watertown-Fort Atkinson, WI | 74 | 25 | 7.2 | $5.6M | +0.3% | #47 of 520 |
| 8Platteville, WI | 73 | 15 | 7.5 | $4.8M | +0.9% | #58 of 520 |
| 9Wisconsin Rapids-Marshfield, WI | 72 | 21 | 6.5 | $5.5M | −0.2% | #64 of 520 |
| 10Marinette, WI-MI | 69 | 17 | 5.8 | $5.9M | +0.3% | #81 of 520 |
Other business types in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson, WI area?
There are 25 pizza places on map listings in the Watertown-Fort Atkinson area as of September 2026. 17 of them (68%) are chain locations. The listings count pizza restaurants. Official counts show 55 businesses with payroll classed as limited-service restaurants in 2023, up 5.8% from 2019. That count covers all limited-service restaurants (fast food and sandwich shops included), not only pizza places. Official counts list 10 one-person businesses without payroll.
How much do households in the Watertown-Fort Atkinson, WI area spend on food away from home?
About $139M a year, or $3,986 per household. That is 2% below the U.S. average (an index of 98, where 100 is the U.S. average). Spread across the 25 pizza places on map listings, it comes to $5.6M per pizza place. The spending figure covers all food away from home, not only pizza places. It is estimated from the incomes of the 34,873 households in the Watertown-Fort Atkinson area and national spending patterns by income.
How does the Watertown-Fort Atkinson, WI area compare with the U.S. for pizza places?
The Watertown-Fort Atkinson area has 7.2 pizza places per 10,000 households, 10% below the U.S. rate of 8.0. Spending per pizza place is $5.6M, 9% above the U.S. figure of $5.1M. At the national ratio of pizza places to household spending, the Watertown-Fort Atkinson area would have about 27, against 25 on map listings. There is one business with payroll in the industry for every 634 households, against one for every 478 across the U.S. The official count rose 5.8% from 2019 to 2023, against +6.1% for the U.S.
How fast is the Watertown-Fort Atkinson, WI area growing?
Population estimates put the Watertown-Fort Atkinson area at 86,505 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 34,873 households. The median household income in the Watertown-Fort Atkinson area is $83,750 a year, 4% above the U.S. median of $80,734. That rose 26.3% from the 2015–2019 survey, 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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 Watertown-Fort Atkinson area scores 74 for pizza places (upper middle), #47 of 520 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson area
Screening a site or an acquisition in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson 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.