The BBQ swirl has gone, the cheese is dwindling and chicken pizzas are disappearing - are New Zealand's favourite pizza companies skimping on their toppings?

The nation's three leading chains have indeed cut ingredients but claim different reasons for the change as one of the most cut-throat food markets gets even tougher.

Rising food prices have forced Hell to reduce the amount of cheese it uses while Domino's Pizza has reduced the size of its base.

Market leader Pizza Hut has dropped some items - including the BBQ sauce swirl - in a bid, it says, to standardise its menu internationally. The changes are another twist in a hugely competitive market.

Russel Creedy, chief executive of Pizza Hut owner Restaurant Brands, told the Herald on Sunday that the increase in the number of outlets continued to outstrip population growth.

The price of key ingredients such as cheese and flour are also having a big impact on the industry.

Hell general manager Colin Mellor said the "real pressure" was forcing the company to be "clever" with menus through measures such as cutting back on cheese.

To counteract the rising cost of ingredients, Hell is introducing a new range of classic pizzas from tomorrow. They will have fewer and cheaper toppings, such as pepperoni and cheese, but the same amount of coverage on the slice. "We would always avoid scrimping on toppings, it goes against everything we stand for," Mellor said.

Domino's franchise consultant Ryan Bohm said research showed that Kiwis wanted plenty of toppings on their pizzas. The chain would rather introduce small price rises rather than reduce the amount on each slice.

"We certainly won't be taking any toppings off," he said.

Pizza Hut has ditched its BBQ sauce swirl on all but its BBQ Meatlovers option.

The BBQ swirl was kept on when the company bought the Eagle Boyz chain and incorporated several menu items. Creedy said the sauce was being spread on the base instead of drizzled over the top and rejected any suggestion his firm was trying to cut costs.

Creedy said Pizza Hut had maintained the size and weight of its bases. Oregano, chilli flakes and several chicken options were being pulled from the menu because they weren't big sellers, he said.

Cost-driven or not, Pizza Hut's changes, which came in this month, have left some customers unhappy.

Christie Purcell said her flat usually ordered "create your own" pizzas and were upset they no longer came with BBQ sauce and oregano.