cer papajohns-andrewgallagher 2014
TRANSCRIPT
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Andrew GallagherSenior Marketing Director
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HOW TO STOP BEING
THE GATORADE BOY
Andrew GallagherSenior Marketing Director
Papa John’s journey to becoming the Nation’s favourite Pizza Brand
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‘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
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John Today25 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
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4,500 Stores Around the World3,500 in North America1,000 Internationally including• China• South Korea• Russia• Singapore
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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
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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
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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?
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1. Have the best ProductA 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...
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Tandoori PizzaPhal Sauce, Double Tandoori Chicken, Green Peppers, Red Onion, Tomatoes, Mint Raita
Not the standard pizza with marinated chicken you get elsewhere
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The Greek PizzaFeta cheese, red onion, fresh tomatoes, black olives, sliced pepperoncini, oregano sprinkle
Feta Cheese at Domino’s anyone ?
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Rant & Rave Says...When it comes to product:
Product Taste 4.5Product Quality 4.1Product General 4
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2. Challenge the CategoryDelivered Pizza is seen really as a serviceQuality scores for all brands are significantly below restaurant brands
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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 Johnthe 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!
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3. Own the ExperienceThis 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
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Rant & Rave Says...We measure ourselves by our customers, who say:
63,000 out of 85,000 rate us a 4 or a 549,000 rate us a 5!
3 of our top 4 categories are Product, People and Price
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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
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Engaging – Football League
Moving AheadIf 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?
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Reward LoyaltyPapa 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
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Engage EmotionallyThe Football League Partnership was a key part of our strategy to connect with our customers beyond the Pizza Eating occasionScore Twice, Half Price was the LIVE main promotion
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Engage EmotionallyThe Official Pizza Partner of Newcastle United but....No goals, no transfers, no benefits!Quite possibly the worst deal ever
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Score Twice Half Price World CupWe extended the principle in our Summer Special but recruited International Stars to help us outShame England were rubbish... again
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Sign For Your ClubSometimes you have to win the customers one by one
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Engaging – Football League
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Find Menu
Place Order
Find Best Deal
Wait
Delivery Arrives
Eat
The Pizza Buying Pleasure / Pain experienceIf we are going to be the challenger than we have to do things differentlyThis is what ordering might look like for the average person And some things we are thinking
Happy
Sad
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OrderingNew web, mobile and payment processesCutting out the deal negotiationBigger Focus on Meal Deals / BundlesCall Centre / Homeworkers
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DeliveryDynamic delivery timesFull tracking detailsTwitter / SMS NotificationsDitch the Cardboard – new boxes
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Personalised ServiceYOUR order made by YOUR pizzaioloSigned off BoxesIndividual rewards in Papa RewardsClear & personalised post-order communication
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The Papa John’s RaveolutionThe 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
In fact. We guarantee it.
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Questions?
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Product Innovation Forum