In searching of the perfect customer journey - Eva Mowbray, Papa John's

1. Getting a bigger slice of the pie
Papa John’s Customer Journey
Eva Mowbray

3. Over 4,600 Stores Around the World
3,500 in North America
1,000 Internationally including
• 350 in UK and Ireland
• China
• South Korea
• Russia

7. Invite Listen Talk
Our Customer Journey

9. ‘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
He doesn’t like us showing this picture very
much...

10. BETTER INGREDIENTS. BETTTER PIZZA.
Keeping the main thing the main thing
This is how we have built our brand for more
than 30 years
We will consistently deliver a traditional
superior-quality pizza
No matter how good we are, we will always get
better

11. Acquisition has always been based on having
the best pizza
• Our dough is always 100% fresh
• Our signature tomato sauce comes from
fresh vine-ripened tomatoes, vine to can
in just 6 hours
• Vegetables are prepared fresh every day

12. Our Competition
Appear to be more focussed on product
‘innovation’ than product quality
This is Domino’s most recent pizza
development..

15. Great food by itself doesn’t break the purchase cycle

16. Great food by itself doesn’t break the purchase cycle

19. 37% Rise in YoY Web Sales
28% Rise in Site Visits
41% Rise in Mobile Visits
22% Rise in Organic Visits
27% Rise in Direct Traffic
151 Claims in 8 weeks
50% Rise in New Customers

20. Digital technology was key to our acquisition
drive
We focused on driving awareness of Papa
John’s, the Quality Guarantee and to
encourage trial whilst stealing share from
Domino’s and Pizza Hut

21. The strategy was to protect brand search and encourage new
customer acquisition through generic and competitor keyword
bidding
Our conversion rate from generic campaigns increased by 50%
during the campaign
Campaign Example :
Gmail ads targeting people who received emails from competitors

22. We targeted competitor customers & conversion lookalikes most
successfully, as well as interests & students
We also used social as part of an integrated teaser campaign
As a result Twitter impressions and FB organic reach doubled
Campaign Example :
Those who complained on Twitter about Domino’s were shown this

23. Our strategy was based on Search retargeting, targeting those
searching for competitors
We complimented this by Site Retargeting to bring those who’ve
been to the site back to convert
We achieved a CPA of £1 and 34p respectively on these campaigns
Campaign Example :
Geo-targeted display ads that varied by audience

24. Offers were communicated in large scale to “bargain hunting”
consumers with an objective to attract new people to the brand
This was supported by offer related newsletter inclusions with
Affiliate partners including a partnership with TopCashBack for all
registered members
Campaign Example :
Free Pizza promotion with TCB, no cost at
60% new customers

25. The Quality Guarantee App
A bespoke build to provide a mechanism for
the Quality Guarantee campaign with one
objective in mind, the smoothest customer
journey

26. The Quality Guarantee App
Data collected via the Quality Guarantee App
is instantaneously received by stores and by
the time the store speaks to the customer, a
new pizza is already being prepared

27. RETENTION
After recruiting new customers we need to
ensure they stay with us
We know they want a better pizza
We’ve given them a way to try our better pizza
with no risk
We want to give them a better ordering
experience too
So we ask them what they expect from us

28. The Pizza Pleasure / Pain Graph
Pain
Pleasure

29. We wanted to ask our customers exactly
what they expect and what they think about
us
Some other brands use social media as a
customer service platform
We believe that social media is about
engagement and more direct communication

30. A great example of this is our Score Twice, Price
promotion as a partner of the Football League
The live Twitter feed had 20% engagement and
the follow up emails had a ROI of £131.85 for
every £1 spent

31. Our expectations are all different
“I want my pizza quick I am hungry”
“I need a quick and easy website to order through”
“I just want a cheap pizza”
“I can wait but it better be good”

32. Technology enables us to be
Dynamic, Relevant, Timely, Personal and
Reactive
And we have taken the technological
approach to listening to customers

33. Rant and Rave is an immediate feedback
mechanism with the majority of the 200,000
items of feedback coming via text
It analyses in the moment feedback to allow
us to identify key areas for improvement

34. 70% of delivered sales now online
20% Increase in Conversion
4% More spend per order
84% Rise in Mobile Conversion
Our website became the main focus
Following our philosophy, we went back to
basics and made sure that our customers’
needs were addressed

35. We are still on a journey
We recognise there are opportunities in
technology which would help us provide even
a better service, a better experience and a
better pizza

36. The future
Technology will allow us to get ever more
personalised and individual service,
re-thinking the traditional model of pizza
delivery
What might that mean in the near future ?