I think this is a reflection of the health obsessed culture we've become. Pizza has become a negative connotation in many minds. Pasta sounds healthier. I'm sure they will still sell plenty of Pizza, but I am wondering if the cost of implementing the name change, may outweigh the financial benefits (if any) from making the alteration in the first place. Think of the costs involved in changing shop signs, menu's etc etc.
They'll have to shift a few bowls of pasta, not to mention a few pizza's, to pay for all that.