QSR Magazine: Papa John’s Turns to Value in New Marketing Campaign

Papa John’s has experienced a lot of change recently, and it’s a trend that doesn’t appear to be slowing down. According to the brand’s new CEO Steve Ritchie, Papa John’s is rethinking its advertising and marketing strategies. After hiring a new creative agency of record, the brand has introduced its first new campaigns.

The new spots for Papa John’s shift focus to value—Papa John’s is now offering a $12,99 meal that includes a large, one-topping pizza, choice of bread side and a 2-liter drink. In addition to promoting value, Papa John’s new ad campaigns are also playing on the brand’s traditional “Better Ingredients, Better Pizza” tagline. But according to Ritchie, it’s the new value approach to its pricing that is expected to resonate with consumers the most.

Ritchie said, “The research is clear, even consumers who prefer Papa John's often choose a competitor because we are perceived to be too expensive. We intend to provide everyday accessible value to our consumers in 2018.”