---
title: "QSR Magazine: Papa John’s Turns to Value in New Marketing Campaign"
url: https://burnaze.com/article/5960637c-ab99-462a-9865-32f65b2b0be5
source: "1851 Franchise"
original_url: https://1851franchise.com/qsr-magazine-papa-johns-turns-to-value-in-new-marketing-campaign-2706198
category: "Restaurants"
industry: "Restaurants"
topics: ["Marketing"]
published: 2018-04-05T22:17:43.000Z
modified: 2026-11-01T02:34:31.094Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/5871d59819c58647566505af05f0853c6855.jpg
---

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

**TL;DR:** Papa John's introduces a new marketing campaign focusing on value, offering a $12.99 meal. The brand's new CEO Steve Ritchie says the new value approach to pricing is expected to resonate with consumers.

*originally published in 1851 Franchise on 2018-04-05. [Read the original](https://1851franchise.com/qsr-magazine-papa-johns-turns-to-value-in-new-marketing-campaign-2706198).*

## Story

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.”

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- QSR Magazine (publication)
- Papa Johns (company)
- marketing campaign (topic)
- brand strategy (topic)
- value pricing (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/qsr-magazine-papa-johns-turns-to-value-in-new-marketing-campaign-2706198). Summarized by Burnaze (https://burnaze.com/article/5960637c-ab99-462a-9865-32f65b2b0be5).