Pepperoni may still rule pizza night as America’s favorite variety, but restaurants are looking beyond traditional toppings and taking inspiration from the rest of the menu. From macaroni and cheese to buffalo chicken, pizza is emerging as a platform for innovation, according to the Pizza Keynote Report, produced by Datassential, Chicago.

The report combines the opinions and behaviors of over 1,000 consumers and hundreds of restaurant, retail and on-site operators with insights from Datassential’s industry-leading analytical tools, including the menu tracker MenuTrends, operator database Firefly and consumer sentiment tools FLAVOR, SCORES and BrandFingerprints.