Better Ingredients. Better Pizza. Better Marketing. Chief Marketing Officer Brandon Rhoten confirmed that he recently sent a note to about 10 agencies and holding companies seeking a new creative partner. The note kicked off a non-traditional request-for-proposals process that Papa John's is handling on its own. Its goal is to wrap up the review and have an agency partner in place by end of 2017. Rhoten says he wants Papa John's, the nation's 4th-largest pizza chain, to stand out in what has become a commoditized pizza category. Plus, as Papa John's puts more emphasis on digital ordering and social media, it wants a creative team that can enhance the company's effectiveness in those areas.

1. N E W B U S I N E S S P I T C H B R I E F
OCTOBER 2017

2. T H E D A T A
Better Ingredients. Better Pizza. Better Marketing.
Chief Marketing Officer Brandon Rhoten confirmed
that he recently sent a note to about 10 agencies and
holding companies seeking a new creative partner.
The note kicked off a non-traditional
request-for-proposals process that Papa John's is
handling on its own. Its goal is to wrap up the review
and have an agency partner in place by end of 2017.
Rhoten says he wants Papa John's, the nation's
4th-largest pizza chain, to stand out in what has
become a commoditized pizza category. Plus, as Papa
John's puts more emphasis on digital ordering and
social media, it wants a creative team that can
enhance the company's effectiveness in those areas.
Y O U N E E D
T O W I N
T H I S P I T C H
Papa John account in review
Creative
North America
September 12, 2017

3. C O M P A N Y B A C K G R O U N D
C L I E N T P R O F I L E / M A R K E T
Papa John’s International, Inc. operates and franchises pizza
delivery and carryout restaurants under the Papa John’s trademark
in the United States and internationally. It operates through five
segments: Domestic Company-Owned Restaurants, North America
Commissaries, North America Franchising, International
Operations, and an “All Others” category. The company also
operates dine-in and delivery restaurants. As of December 25, 2016,
it operated 5,097 Papa John’s restaurants, including 744
company-owned and 4,353 franchised restaurants. The company
was founded in 1984 and is headquartered in Louisville, Kentucky
F I N A N C I A L O V E R V I E W
2016 Sales (mil)
2016 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
1,710
23,100
-
-
-
-
D E C I S I O N M A R K E R S by M A I N C O M P E T I T O R S
berine_fussegger@papajohns.comDirector, Digital Marketing
Mr. Bernie Fussegger
brandon _rhoten@papajohns.comVice President,
Marketing & Strategy
Mr. Brandon Rhoten

4. W O R L D W I D E P I Z Z A M A R K E T
$ 128 BILLION
Pizza Sales Worldwide
F A S T E S T G R O W I N G M A R K E T
LATIN AMERICA
CHINA
ASIA PACIFIC
TOTAL SALES FORECAST THROUGH 2020
$ 13.28 BIL
$ 3.67 BIL
$ 10.80 BIL
+ 45 %
+ 30 %
+ 26 %

5. U S P I Z Z A M A R K E T
76,723
Total Units
$ 579,127
Average Sales Per Unit
$ 44.3 BILLION
Pizza Sales Worldwide

6. U S P I Z Z A M A R K E T: C H A I N S VS I N D EP E N D E N T
S A L E S
INDEPENDENT
42.5%
CHAIN
57.5%
N U M B E R O F U N I T S
40000
35000
30000
25000
20000
42445
34268
INDEPENDENT CHAINS
A V E R A G E S A L E S P E R U N I T T O T A L
INDEPENDENT
CHAIN
$ 444,691
$ 745,681

7. T O P C H A I N S
C H A I N N A M E 2015 U.S. SALES ( X 1,000 )
Pizza Hut
Domino’s
Little Caesars
Papa John’s
Papa Murphy’s Pizza
5,510,000
4,708,587
3,500,000
2,816,017
880,429
S O U R C E:
C H D E X P E R T & T E C H N O M I C
T O P 5 0 P I Z Z A C H A I N S B Y
A N N U A L S A L E S
55.72%
TOP 50 CHAINS
24.75 BILLION
44.28%
INDEPENDENTS &
SMALL CHAINS
19.75 BILLION

8. F O O D D E L I V E R Y & P I Z Z A
$ 3 0 B I L L I O N
F o o d D e l i v e r y
I n d u s t r y V a l u e
$ 1 1 B I L L I O N
In Delivery Orders
are Placed Online
Survey respondents now
order from an online
restaurant daily /
weekly / monthly
⅔ of online
orders are
for pizza
2 4 %
Domino’s pizza market
share of restaurants
delivery services
Morgan Stanley

9. C O N S U M E R T R E N D
H A R D C O R E P I Z Z A L O V E R S
1 0 %
of American adults order pizza at
least 3 times per week
AudienceSCAN
Pizza is the most common
purchase by Millennials on Venmo
LendEDU
A U T H E N T I C I T Y
+ 4 . 6 %
Sales of speciality pizza category
Pizza menu mentions of Wisconsin cheese
( Technomic Q2 2014 – Q2 2016 ).
C U S T O M I Z A T I O N
Pizza customers prefers
build-your-own
customizable options
+ 7 6 %
+ 6 4 %
Chef-driven speciality pies made with
seasonal and local ingredients
C O N S U M E R
D E M A N D
+ 2 6 %

10. P A P A J O H N ‘ S
$ 3 . 7 B I L L I O N
Global System-wide Sales
+ 3 . 5 %
U.S. Sales Growth
+ 6 %
International Sales
Growth
5 , 0 9 7
UNITS GLOBALLY
$ 1 . 1 6 M
AVERAGE SALES PER UNIT

11. C U S T O M E R S A T I S F A C T I O N & N E W P R O D U C T S
Papa John’s introduced its Pan Pizza in October
2016.
Papa John's is hoping to distinguish its pan pizza
from the competition by highlighting quality, with
the company's move toward a "clean" menu with
fewer artificial ingredients.
Papa John's hopes that the new style of pizza will
make up more than 10% of sales at locations
across the US.
Papa John's celebrates #1
ranking among QSR pizza
chains in annual American
Customer Satisfaction Index
(ACSI) report for 16th time in
18 years
Papa John's has added gluten-free pizza to its menu.
However the pizza chain recommends that diners
with celiac disease or severe gluten intolerance not
order the new item.
The pizza chain is testing a
new system called "Papa
Priority" that lets
customers pay a $2.99 fee
to skip ahead of earlier
orders and get their pizzas
delivered faster.

12. D I G I T A L F I R S T
Digital and mobile channels sales
shares of total U.S. sales
Papa John’s has expanded its digital ordering
services with the launch of the first Apple TV
app from a national restaurant brand
5 5 %
Digital and mobile channels sales coming
from Android and Apple devices
6 0 %

13. P I Z Z A & S P O R T
Official Pizza of Major League
Baseball. Official Pizza of 22
MLB teams
Papa John’s sponsors:
professional drag racer
Leah Pritchett of Don
Schumacher Racing.
M L B
Official Pizza Sponsor of the NFL and the Super Bowl
Leverage our MVP lineup of NFL stars including JJ
Watt and Peyton Manning in conjunction with our
NFL sponsorship across our marketing channels.
Preferred Pizza of 22 NFL clubs
N F L N H R A

14. P A P A J O H N ‘ S M A R K E T I N G
$ 7 0 . 9 M
A D V E R T I S I N G A N D R E L A T E D C O S T S
T V
P R I N T
D I G I T A L
S O C I A L M O B I L E
S T O R E T O
D O O R F L Y E R S
S T R A T E G Y
C O M P O N E N T S
L O C A L
M A R K E T I N G
a variety of
community-
oriented
activities in:
S C H O O L
S P O R T V E N U E S
L O C A L O R G A N I Z A T I O N

15. P S Y CH O G R A P H I C SF E M A L E S
5 2 %
1 8 - 2 4 Y E A R S O L D
2 1 %
L I V I N G I N
T H E S O U T H R E G I O N
4 6 %
T O P
F O O D
L O V E R S
B E A U T Y &
W E L L N E S S
A W A R E
F A S H I O N
L O V E R S
S E E T H E F U L L P R O F I L E
P A P A J O H N ‘ S A U D I E N C E

16. P I Z Z A L O V E R S
Pizza Lovers are
consumers with
interest in pizza
restaurants and have
interacted with at
least one
of them online.
F O O D L O V E R S
2 . 8 x
G A M E R S
2 . 0 x
B E A U T Y & W E L L N E S S A W A R E
2 . 4 x
M O N E Y S A V E R S
1 . 8 x

17. P I Z Z A L O V E R S
DEMOGRAPHICS
G E T F U L L I N S I G H T S
FEMALE
51%
GENERATION Z
MILLENNIALS
GENERATION X
BABY BOOMERS
1 1.2 1.4 1.60.83
G E N E R A T I O N A L
HISPANIC
WHITE
AFRICAN
AMERICAN
ASIAN
0.71 0.83 1 1.20.63
E T H N I C I T Y
U. S. S T A T E M A P

18. P I Z Z A L O V E R S
FOOD & GAMES
G E T F U L L P R O F I L E
THOUGHTFUL EATERS
3 . 9 x
SNACK FANS
4 . 0 x
THOUGHTFUL EATERS
IS FEMALE
SNACK FANS
IS MALE63%82%
P I Z Z A L O V E R S L O V E G A M I N G
RACING GAMES BEAT EM ALL GAME TV SHOWS
G A M E R S
2 . 0 x 7 . 1 x
#SNESCLASSIC

19. P I Z Z A L O V E R S
MEDIA &
ENTERTAINMENT
G E T F U L L P R O F I L E
33% +4%
C O N V E R S A T I O N A R O U N D
MOVIE LOVERS
1 . 4 x
MORE AFFINITY WITH THIS AUDIENCE
#THORRAGNAROK
3 . 9 x
RADIO LISTENERS
1 . 1 x
Pizza Lovers
regularly
listen to
radio in
the car
Interactions
toward radio
shows over
the last
quarter
Pizza Lover without
children enjoy reading
Magazines
Pizza Lovers with children
more likely to pay attention to
pre-movie commercials

20. P I Z Z A L O V E R S
AUDIENCE
OVERLAPS &
MONEY SAVING
G E T F U L L I N S I G H T S
A U D I E N C E O V E R L A P S
PIZZA
HUT
PAPA
JOHN’S
DOMINO’S
MONEY SAVERS
1 . 8 x
Pizza Lovers are always ready to redeem . . . . . . And love to participate in contests
#Promotion
#Giveaway
4 . 5 x
4 . 2 x
A U D I E N C E A F F I N I T Y A U D I E N C E A F F I N I T Y
#Sweepstakes
#Contest
6 . 9 x
5 . 3 x

21. I N S I G H T S
S U I T E
C O N S U M E R
Discover Papa John’s Target Consumer
on Cubeyou Consumer Insights Suite
T R Y N O W F O R F R E E