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Customer Engagement Raveolution - Andrew Gallagher

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Customer Engagement Raveolution - Andrew Gallagher

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Customer Engagement Raveolution - Andrew Gallagher

  1. 1. Andrew Gallagher Senior Marketing Director
  2. 2. HOW TO STOP BEING THE GATORADE BOY Papa John’s journey to becoming the Nation’s favourite Pizza Brand Andrew Gallagher Senior Marketing Director
  3. 3. ‘Papa’ John Schnatter Founded Papa John’s in 1984 in Louisville, Kentucky, selling his beloved Camero to get the money to buy his very first Pizza Oven
  4. 4. John Today 25 years later he was reunited with his Camero, found only a few miles from his home Now John has more than 4,500 stores across the world and is in 36 countries He’s come a long way from having to sell his car
  5. 5. 4,500 Stores Around the World 3,500 in North America 1,000 Internationally including • China • South Korea • Russia • Singapore
  6. 6. But in the UK • Domino’s have around 800 stores in the UK and are the Market Leader • Their focus has always been on speed of delivery • Pizza Hut have around 450 Delivery Outlets • Their heritage is in Family Restaurants 0 20 40 60 80 100
  7. 7. And we have an Underlying Issue • Conversion from awareness to trial is low • The reason is a simple lack of knowledge as to what makes us different aware ever ordered from order from most often
  8. 8. So how can we create impact? If all Pizza brands ‘are the same’, what can we do to create a point of difference, and challenge the status quo?
  9. 9. 1. Have the best Product A challenger brand can’t have an inferior product – otherwise what are you challenging with? Thankfully the task for us is easier than it might have been...
  10. 10. Tandoori Pizza Phal Sauce, Double Tandoori Chicken, Green Peppers, Red Onion, Tomatoes, Mint Raita Not the standard pizza with marinated chicken you get elsewhere
  11. 11. The Greek Pizza Feta cheese, red onion, fresh tomatoes, black olives, sliced pepperoncini, oregano sprinkle Feta Cheese at Domino’s anyone ?
  12. 12. Rant & Rave Says... When it comes to product: Product Taste 4.5 Product Quality 4.1 Product General 4
  13. 13. 2. Challenge the Category Delivered Pizza is seen really as a service Quality scores for all brands are significantly below restaurant brands
  14. 14. Rant & Rave Says... When it comes to the competition: Better price than Domino’s, no compromise on quality I was a fan of Domino’s, but Papa John the beautiful b*****d has stolen my heart! First time I have had a pizza from you. It was delivered really fast and the food was hot. But best of all the pizza was the best pizza I have ever had. Miles better than Domino’s!
  15. 15. 3. Own the Experience This is how used to measure ourselves • Out the Door Time • To the Door Time • Out of the Oven Time • Mystery Shop (not mystery) Etc, etc, etc
  16. 16. Rant & Rave Says... We measure ourselves by our customers, who say: 63,000 out of 85,000 rate us a 4 or a 5 49,000 rate us a 5! 3 of our top 4 categories are Product, People and Price
  17. 17. It’s also told us that... The most loyal and engaged customers, those who order 2x as much as the PJ UK average, are the most willing to share their Rants Recovered Ranters have a 12% higher order value and 15% higher order volume Ranters where no action is taken are 2x as likely not to order again
  18. 18. Engaging – Football League Moving Ahead If we know we do a good job, then how do we turn that into positive endorsement from customers – how do we become the Nation’s Favourite?
  19. 19. Reward Loyalty Papa Rewards is the only loyalty scheme in the category Now with over 550,000 members, it gives them a free pizza for every 5 orders £ for £ one of the most generous loyalty schemes out there
  20. 20. Engage Emotionally The Football League Partnership was a key part of our strategy to connect with our customers beyond the Pizza Eating occasion Score Twice, Half Price was the LIVE main promotion
  21. 21. Engage Emotionally The Official Pizza Partner of Newcastle United but.... No goals, no transfers, no benefits! Quite possibly the worst deal ever
  22. 22. Score Twice Half Price World Cup We extended the principle in our Summer Special but recruited International Stars to help us out Shame England were rubbish... again
  23. 23. Sign For Your Club Sometimes you have to win the customers one by one
  24. 24. Engaging – Football League
  25. 25. Find Menu Place Order Find Best Deal Wait Delivery Arrives Eat The Pizza Buying Pleasure / Pain experience If we are going to be the challenger than we have to do things differently This is what ordering might look like for the average person And some things we are thinking Happy Sad
  26. 26. Ordering New web, mobile and payment processes Cutting out the deal negotiation Bigger Focus on Meal Deals / Bundles Call Centre / Homeworkers
  27. 27. Delivery Dynamic delivery times Full tracking details Twitter / SMS Notifications Ditch the Cardboard – new boxes
  28. 28. Personalised Service YOUR order made by YOUR pizzaiolo Signed off Boxes Individual rewards in Papa Rewards Clear & personalised post-order communication
  29. 29. The Papa John’s Raveolution The Power of Rant & Rave has given us CONFIDENCE In 2015 we will be using it to further distinguish ourselves and publishing live scores on the website AND we will continue the Raveolution by making sure that 2015 is a good year for all our customers
  30. 30. Questions?
  31. 31. Product Innovation Forum

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