After a challenging few years, the fast-food giant is determined to get a slice its US counterpart’s success of its own accord.
Pizza franchise Papa John’s is looking to differentiate its UK operations from its US branches, encouraging Giles Codd, marketing director, to move away from the brand’s former stance and create a name for itself. He revealed that the UK franchise will not be marketing itself in the same way as the US business has done with Shaquille O’Neale, after he invested in nine American outlets: “He’s very much part of US business and the global brand as it stands.”
Although Codd admits he will not be switching up the brand’s strategy entirely, he plans to refocus in order to reach through to a younger audience and keep their product fresh.
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“We’re really keen to keep changing and looking to the future. And ultimately... we want to be fun,” he explains.
The UK pizza delivery franchise sector is worth £2.1 billion. The pizza franchise is constantly pushed to keep up with its competitors but does so through its originality and keeping its concepts fresh and relevant to today’s younger audience, ensuring the brand gets ahead of the pizza-business game and its rivals.
One of its most recent marketing successes is the launch of its range of vegan products, teaming up with vegan-cheese brand Sheese and dishing out new recipes for its loyal vegan consumers.
"We'll continue to look at those smooth eating trends and habits and making sure we're ahead of the curve," Codd adds.
Despite the challenges the brand could face due to current political uncertainty, the franchise is staying on its toes to keep up with new delivery companies like Deliveroo, Uber Eats and Just Eat. Despite this, it refuses to see the new businesses as competition but as a partnership. Codd explains, “it’s really important for them to work with the giants and understand their business and see how we can help each other.”
The Editorial Team, Point Franchise ©
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