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Papa John's Pitch Brief
Papa John's is seeking a new creative partner to enhance its marketing and digital presence, aiming to finalize this selection by the end of 2017. As the fourth-largest pizza chain in the U.S., it focuses on distinguishing itself in a competitive market while promoting its newer menu items and digital ordering capabilities. The company also emphasizes customer satisfaction and innovative marketing strategies, including partnerships with sports organizations.
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Papa John's Pitch Brief
- 1. N E WB U S I N E S S P I T C H B R I E F OCTOBER 2017
- 2. T H ED 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 MP 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 RL 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 PI 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 PI 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 PC 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 OD 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 NS 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 PA 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 ST 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 GI 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 ZZ 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 PA 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 YCH 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 ZZ 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 ZZ 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 ZZ 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 ZZ 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 ZZ 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 SI 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