Marketing Mix Of Papa John’s Pizza and 7Ps (Updated 2024)

The Marketing mix of Papa John’s Pizza analyses the 7Ps of Papa John’s Pizza, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Papa John’s Pizza. Papa John’s Pizza is a fast-food joint associated with the food industry. It is a public company of American origin. Papa John’s Pizza was founded in 1984 by its founder, John Schnatter. It is ranked third in the most oversized pizza delivery and take-outs global restaurant chain. Some of its competitors are as follows-

• Pizza Hut
• Domino’s
• KFC
• McDonald’s
• Subway
• Taco Bell

About Papa John’s Pizza

• Type: Pizza restaurant chain
• Industry: Food and beverage
• Founded: 1984
• Founder: John Schnatter
• Headquarters: Louisville, Kentucky, United States
• Area served: Worldwide
• Key people: Robert M. Lynch (Chairman) and Rob Lynch (CEO)
• Number of employees: 16,700+

Papa John’s Pizza Product Strategy

Papa John’s Pizza offers consumers a product mix that primarily revolves around its pizza offerings and includes various complementary items.

The new Product Mix of Papa John’s Pizza in 2024 is as follows (Source).

1. Pizzas: The core of their menu, offering a variety of sizes and crust options, including original crust, thin crust, and stuffed crust. Customers can choose from many toppings and specialty pizzas, often including traditional and unique combinations.
2. Side Items: This includes a variety of side dishes such as breadsticks, cheese sticks, garlic knots, and chicken wings or poppers. These sides are designed to complement the Pizza and offer additional choices for customers.
3. Desserts: Papa John’s often features a selection of dessert items on their menu, such as brownies, cookies, and dessert pizzas, catering to customers looking for a sweet end to their meal.
4. Drinks: The drink options usually include a range of soft drinks, bottled water, and sometimes juices, providing customers with beverage choices to accompany their Pizza and sides.
5. Dipping Sauces: Various dipping sauces are typically available, enhancing the flavor of pizzas and sides. These can include garlic sauce, ranch, blue cheese, and marinara.
6. Limited Time Offers: Papa John’s frequently introduces limited-time menu items, including seasonal pizzas, specialty sides, or unique dessert options. These items attract customers and keep the menu fresh and exciting.
7. Vegan and Vegetarian Options: Responding to the diverse dietary preferences of customers, Papa John’s often includes vegan and vegetarian pizza options, as well as sides, ensuring they cater to a broader customer base.
8. Gluten-Free Options: Papa John’s may offer gluten-free pizza crusts in specific markets to cater to customers with dietary restrictions.

Papa John’s Pizza Pricing Strategy

Papa John’s Pizza employs a multifaceted pricing strategy that balances competitiveness and competition with profitability, all while maintaining its brand image as a provider of high-quality pizzas. Here’s an expert breakdown of their pricing approach:

1. Premium Pricing for Quality: Papa John’s positions itself slightly above the budget pizza chains, emphasizing the quality of ingredients and superior taste. This premium pricing strategy reflects their commitment to using better ingredients and catering to customers willing to pay more for a perceived higher-quality product.
2. Competitive and Market-Based Pricing: Papa John’s strategically aligns its prices with key competitors while offering unique value propositions such as better ingredients or unique recipes in the highly competitive pizza market. This approach ensures they remain attractive to price-sensitive customers while differentiating their offerings.
3. Promotional Pricing and Deals: Regular promotions, discounts, and bundle deals are a significant part of Papa John’s pricing strategy. These include family deals, limited-time offers, and special discounts on certain days, designed to attract higher orders and encourage trial among new customers.
4. Dynamic Pricing for Online Orders: Utilizing digital platforms, Papa John’s may adopt dynamic pricing strategies where prices vary based on demand, Time of day, or specific promotions running exclusively on their online channels.
5. Loyalty Program and Rewards: Through their loyalty program, Papa John’s incentivizes repeat purchases by offering points that can be redeemed for discounts or free items. This strategy encourages customer loyalty and allows them to maintain regular pricing while offering perceived value to frequent customers.
6. Value-Based Pricing for Custom Orders: For custom pizzas where customers can choose their toppings, Papa John’s adopts a value-based pricing strategy, where the price increases with the addition of premium toppings, aligning the cost directly with the value or customization level the customer chooses.
7. Geographical Pricing Variations: Recognizing the diverse economic conditions across different regions, Papa John’s adjusts its prices to match the local market conditions, ensuring their pricing is competitive and accessible to various demographics.

Papa John’s Pizza Place Strategy

Papa John’s Pizza is an international company headquartered in Jeffersontown, Kentucky. Operations started at the back of a tavern in Jeffersontown, and with Time, its presence has spread to four thousand and seven hundred locations in different countries. The United States has 3,500 establishments, and the remaining 1,200 are located in thirty-seven countries spread worldwide: the United Kingdom, Singapore, France, Russia, Spain, Turkey, UAE, Portugal, Ireland, Mexico, China, Canada, and India. Its 4,000th restaurant was opened at New Hyde Park in New York in 2012. Papa John’s Pizza primarily deals in delivery and carryout.

Here’s Papa John’s Pizza’s place strategy.

1. Extensive Franchise Network: Papa John’s primarily operates through a widespread franchise model, enabling rapid expansion and presence in various domestic and international markets. This approach allows for local adaptation while maintaining brand consistency.
2. Strategic Location Selection: Their stores are strategically located in high-traffic areas such as shopping centers, commercial districts, and near universities to maximize visibility and accessibility to a wide range of customers.
3. Online Ordering and Delivery Services: Emphasizing convenience, Papa John’s has a robust online ordering system and offers delivery services catering to the growing demand for home delivery in the fast-food industry.
4. Partnerships with Third-party Delivery Services: To expand their reach and make their products more accessible, Papa John’s collaborates with third-party delivery services, tapping into a customer base that prefers aggregated food delivery platforms.
5. Mobile App and Digital Platforms: Papa John’s leverages digital platforms, including a user-friendly mobile app, to enhance customer experience and streamline the ordering process, making it easy for customers to place orders from anywhere.

Papa John’s Pizza Promotion Strategy

Papa John’s Pizza strategically implements a robust marketing mix and innovative marketing strategies to gain a competitive advantage in the pizza industry. While focusing on specific target markets, Papa John’s aligns its marketing plan to promote its diverse food items and encourage customers to order online, conveniently increasing overall sales. The brand effectively combines sales and advertising to strengthen its pizza marketing approach.

Papa John’s Pizza has adopted an extensive marketing policy to increase its brand awareness. It has launched the Papa Rewards Program to reward customer loyalty, and Papa Cards can be attained via its website or third-party retailers. Papa John’s Pizza offers deals and incentives like a tiny pizza free on purchase of a large pizza, two at reduced prices, upgraded orders on special days, and discount vouchers. As part of its promotional marketing strategy, it distributed 4,000 free pizzas upon opening its 4,000th outlet in New York City.

It entered an annual sponsorship deal with Six Flags and ESPN Regional Television. The brand was the official Papa John’s pizza supplier to Olympic Speedskating Oval in Canada. In 2010, a deal was signed with Super Bowls XLV, XLVII, XLVI, and the National Football League to become their pizza sponsor officially. Papa John’s Pizza donated 5 million dollars and earned naming rights for Papa John’s Cardinal Stadium. It has an expressive slogan: Better Ingredients, Pizza, Papa John’s.

Some Recent Video ads and Print ads for Papa John’s Pizza are:

Papa John’s Pizza People Strategy

When discussing the “People” element of the Service Marketing Mix for Papa John’s Pizza, it’s essential to consider how the company manages its human resources, the type of training provided to employees, the level of service delivered to customers, and how these factors contribute to the overall customer experience. Here are some key points regarding the “People” aspect:

1. Employee Training and Development: Papa John’s strongly emphasizes the training and development of its employees. This includes in-house training programs for kitchen staff and delivery personnel and management training programs for potential franchisees and store managers. The training focuses on product knowledge, customer service, and operational efficiency.
2. Customer Service Focus: The brand is known for its commitment to providing high customer service. This is reflected in their motto, “Better Ingredients. Better Pizza,” which underscores the company’s dedication to quality in terms of product and service. Employees are trained to engage with customers positively and effectively, aiming to resolve any issues promptly to ensure customer satisfaction.
3. Employee Engagement and Satisfaction: Papa John’s endeavors to create a positive and supportive work environment to maintain high employee satisfaction and engagement levels. Happy and engaged employees are likelier to provide better service, contributing to a positive customer experience.
4. Teamwork and Collaboration: The success of Papa John’s is also attributed to the teamwork and collaboration among staff members. From store managers to kitchen staff and delivery drivers, everyone works together to ensure the pizza is high quality and delivered on time. This collaborative environment helps in enhancing the efficiency of operations and service delivery.
5. Staff Appearance and Professionalism: Papa John’s ensures that all its staff, including those working behind the scenes and interacting with customers, maintain a professional appearance. Uniforms are typically mandatory, contributing to a professional and cohesive brand image. This professionalism extends to the behavior and manner in which employees interact with customers, reflecting the company’s values and standards.
6. Empowerment and Responsibility: Employees at Papa John’s are empowered to make decisions that enhance customer satisfaction. This empowerment allows for a more personalized service experience, as employees can take immediate action to address customer needs or concerns without excessive bureaucracy.
7. Community Involvement: Papa John’s staff and franchises often engage in local community events and initiatives, which helps build a strong local presence and foster community relations. This involvement enhances the brand’s image and allows employees to feel more connected and engaged with the brand’s mission.

Papa John’s Pizza Process Strategy

The “Process” component of Papa John Pizza’s service marketing mix involves the operational procedures and mechanisms through which the company delivers its products and services to customers. This includes everything from order placement to pizza preparation, delivery, and feedback mechanisms. Here are some critical points regarding Papa John Pizza’s processes:

1. Ordering System: Papa John’s provides multiple channels for customers to place orders, including online (through their website and mobile app), phone, and in-store. The online ordering system is designed to be user-friendly, offering a seamless experience from menu browsing to checkout, with options for customization and special requests.
2. Pizza Preparation Process: Papa John’s emphasizes its commitment to quality with a standardized pizza preparation process. This process includes using fresh, high-quality ingredients, a precise recipe, and cooking methods that ensure consistency in taste and quality across all locations. The company often highlights using “better ingredients” as a cornerstone of its brand identity.
3. Delivery and Pickup Services: The company has a structured process for both delivery and pickup services. For deliveries, Papa John’s aims to ensure timely and safe delivery of orders. This involves efficient routing and delivery tracking systems. For pickups, customers are given an estimated time for when their order will be ready, ensuring minimal wait times.
4. Quality Control Measures: Quality control is critical to Papa John’s process. This includes regular checks at various stages of the pizza-making process, from ingredient selection to the final product before it leaves for delivery or is served to customers in-store.
5. Customer Feedback and Resolution Process: Papa John’s has mechanisms in place to gather customer feedback through various channels, including online surveys, social media, and direct feedback at stores. The company takes customer feedback seriously, with processes to promptly address and resolve complaints or issues to maintain customer satisfaction.
6. Technology Integration: Integrating technology into its processes is a significant aspect of Papa John’s operations. This includes using a sophisticated Point of Sale (POS) system, online ordering platforms, and mobile applications that enhance customer experience and operational efficiency.
7. Employee Training and Development: Employees undergo thorough training to ensure they are well-versed in the company’s processes, from preparing pizzas to handling customer service. This training ensures consistency in service and product quality across all locations.
8. Health and Safety Protocols: Health and safety are paramount in the food industry, and Papa John’s has strict protocols to ensure the cleanliness of its kitchens and the safety of its food. This includes regular inspections, adherence to food safety standards, and employee hygiene training.
9. Sustainability Practices: Papa Johns Pizza has incorporated processes to reduce its environmental impact, including using recyclable materials for packaging and implementing energy-saving practices in its stores.
10. Franchisee Support System: For its franchisees, Papa John’s has a well-defined process for starting and running a franchise, including training, operational support, marketing, and ongoing business development resources.

Papa John’s Pizza Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix refers to the tangible aspects of a service that allow customers to make judgments about the business. For Papa John Pizza, physical evidence encompasses the elements that customers see, touch, and interact with, directly influencing their perceptions and experiences. Here are some critical points regarding Papa John’s Pizza’s physical evidence:

1. Store Design and Layout: The design and layout of Papa John’s stores are carefully crafted to create a welcoming and efficient environment for customers. This includes clean, branded signage, comfortable seating (in dine-in locations), and a visible kitchen area, where possible, to showcase the freshness and preparation of the pizzas.
2. Packaging: Papa Johns’s pizza boxes are distinctive and recognizable, featuring the brand’s logo and colors. The packaging is functional, keeping the pizza warm and intact during delivery, and also serves as a marketing tool. It often includes promotional messages, coupons, or information about loyalty programs.
3. Website and Mobile App: The design and usability of Papa John’s website and mobile app are crucial forms of physical evidence. A user-friendly interface, easy navigation, and appealing visuals help create a positive impression and enhance the customer experience during online ordering.
4. Uniforms: Employee uniforms at Papa John’s contribute to the brand’s professional image. Uniforms are typically branded and designed to be neat, clean, and consistent across all locations, helping to reinforce the company’s identity and standards.
5. Marketing Materials: Physical evidence includes marketing materials such as menus, flyers, posters, and digital screens inside or outside the store. These materials feature high-quality images of the food, promotional offers, and other brand messaging.
6. Cleanliness and Sanitation: The cleanliness of the store, including the dining area, kitchen, and restrooms, is a critical aspect of physical evidence. It reflects the brand’s commitment to hygiene and safety, directly impacting customer perceptions and trust.
7. Food Presentation: The presentation of the pizza and other menu items is also a form of physical evidence. Papa John’s ensures its food is delicious and visually appealing, focusing on showcasing the quality of the ingredients.
8. Signage and Branding: External signage and branding elements, such as the logo and color scheme displayed on the storefront, delivery vehicles, and even employee attire, help to create a consistent and recognizable brand image.
9. Customer Service and Interaction: While not tangible in the traditional sense, the behavior and appearance of staff during customer interactions provide physical cues that influence customer perceptions of the brand’s quality and service standards.
10. Atmosphere and Ambiance: For dine-in locations, the atmosphere and ambiance, including lighting, music, and overall decor, contribute to the dining experience and are considered part of the physical evidence that customers evaluate.

Liked this post? Check out the complete series on Marketing Mix