Customer Engagement Raveolution - Andrew Gallagher

1. Andrew Gallagher
Senior Marketing Director

2. HOW TO STOP BEING
THE GATORADE BOY
Papa John’s journey to
becoming the Nation’s
favourite Pizza Brand
Andrew Gallagher
Senior Marketing Director

3. ‘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

4. John Today
25 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

5. 4,500 Stores Around the World
3,500 in North America
1,000 Internationally including
• China
• South Korea
• Russia
• Singapore

6. 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

7. 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

8. 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?

9. 1. Have the best Product
A 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...

10. Tandoori Pizza
Phal Sauce, Double Tandoori Chicken, Green
Peppers, Red Onion, Tomatoes, Mint Raita
Not the standard pizza with marinated chicken
you get elsewhere

11. The Greek Pizza
Feta cheese, red onion, fresh tomatoes, black
olives, sliced pepperoncini, oregano sprinkle
Feta Cheese at Domino’s anyone ?

12. Rant & Rave Says...
When it comes to product:
Product Taste 4.5
Product Quality 4.1
Product General 4

13. 2. Challenge the Category
Delivered Pizza is seen really as a service
Quality scores for all brands are significantly
below restaurant brands

14. 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 John
the 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!

15. 3. Own the Experience
This 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

16. Rant & Rave Says...
We measure ourselves by our customers,
who say:
63,000 out of 85,000 rate us a 4 or a 5
49,000 rate us a 5!
3 of our top 4 categories are Product, People
and Price

17. 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

18. Engaging – Football League
Moving Ahead
If 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?

19. Reward Loyalty
Papa 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

20. Engage Emotionally
The Football League Partnership was a key part of our strategy to connect with our
customers beyond the Pizza Eating occasion
Score Twice, Half Price was the LIVE main promotion

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

22. Score Twice Half Price World Cup
We extended the principle in our Summer Special but recruited International Stars to
help us out
Shame England were rubbish... again

23. Sign For Your Club
Sometimes you have to win the customers one by one

24. Engaging – Football League

25. Find Menu
Place Order
Find Best Deal
Wait
Delivery Arrives
Eat
The Pizza Buying Pleasure / Pain experience
If we are going to be the challenger than we have to do things differently
This is what ordering might look like for the average person
And some things we are thinking
Happy
Sad

26. Ordering
New web, mobile and payment processes
Cutting out the deal negotiation
Bigger Focus on Meal Deals / Bundles
Call Centre / Homeworkers

27. Delivery
Dynamic delivery times
Full tracking details
Twitter / SMS Notifications
Ditch the Cardboard – new boxes

28. Personalised Service
YOUR order made by YOUR pizzaiolo
Signed off Boxes
Individual rewards in Papa Rewards
Clear & personalised post-order communication

29. The Papa John’s Raveolution
The 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

30. Questions?

31. Product Innovation Forum