CER papajohns-andrewgallagher 2014

Andrew GallagherSenior Marketing Director

HOW TO STOP BEING

THE GATORADE BOY

Andrew GallagherSenior Marketing Director

Papa John’s journey to becoming the Nation’s favourite Pizza Brand

‘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

John Today25 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

4,500 Stores Around the World3,500 in North America1,000 Internationally including• China• South Korea• Russia• Singapore

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

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

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?

1. Have the best ProductA 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...

Tandoori PizzaPhal Sauce, Double Tandoori Chicken, Green Peppers, Red Onion, Tomatoes, Mint Raita

Not the standard pizza with marinated chicken you get elsewhere

The Greek PizzaFeta cheese, red onion, fresh tomatoes, black olives, sliced pepperoncini, oregano sprinkle

Feta Cheese at Domino’s anyone ?

Rant & Rave Says...When it comes to product:

Product Taste 4.5Product Quality 4.1Product General 4

2. Challenge the CategoryDelivered Pizza is seen really as a serviceQuality scores for all brands are significantly below restaurant brands

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 Johnthe 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!

3. Own the ExperienceThis 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

Rant & Rave Says...We measure ourselves by our customers, who say:

63,000 out of 85,000 rate us a 4 or a 549,000 rate us a 5!

3 of our top 4 categories are Product, People and Price

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

Engaging – Football League

Moving AheadIf 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?

Reward LoyaltyPapa 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

Engage EmotionallyThe Football League Partnership was a key part of our strategy to connect with our customers beyond the Pizza Eating occasionScore Twice, Half Price was the LIVE main promotion

Engage EmotionallyThe Official Pizza Partner of Newcastle United but....No goals, no transfers, no benefits!Quite possibly the worst deal ever

Score Twice Half Price World CupWe extended the principle in our Summer Special but recruited International Stars to help us outShame England were rubbish... again

Sign For Your ClubSometimes you have to win the customers one by one

Engaging – Football League

Find Menu

Place Order

Find Best Deal

Wait

Delivery Arrives

Eat

The Pizza Buying Pleasure / Pain experienceIf we are going to be the challenger than we have to do things differentlyThis is what ordering might look like for the average person And some things we are thinking

Happy

Sad

OrderingNew web, mobile and payment processesCutting out the deal negotiationBigger Focus on Meal Deals / BundlesCall Centre / Homeworkers

DeliveryDynamic delivery timesFull tracking detailsTwitter / SMS NotificationsDitch the Cardboard – new boxes

Personalised ServiceYOUR order made by YOUR pizzaioloSigned off BoxesIndividual rewards in Papa RewardsClear & personalised post-order communication

The Papa John’s RaveolutionThe 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

In fact. We guarantee it.

Questions?

Product Innovation Forum