Papa Johns looking for a new CMO: Here’s some advice
Tom Dougherty, CEO – Stealing Share
22 May 2013
First, stop with the battling on price
Papa Johns, the pizza giant with commercials that feature CEO and founder John Schnatter, announced that its chief marketing officer, Andrew Varga, is leaving.
Here’s some advice to Varga’s replacement: Stop. Stop with low-price promotions, the free giveaways and the overall nonsense that’s permeating the pizza industry.
“How long till one of the chains offers pizza for a buck?”
Schnatter built a successful business with revenues over a billion dollars. But it stubbornly remains in third place behind Pizza Hut and Dominos. All three pizza peddlers make huge sums of money but market share doesn’t shift no matter how many advertising dollars the big three spend.
Why? Because the trio does little more than out-gimmick one another with cut-rate deals.
Let’s see. Right now, Papa Johns offers an $11 large steak-and- cheese pizza, as well as a free pizza with any other large pizza. At Pizza Hut, a dinner box costs just $10 with pizza and bread sticks. But Domino’s beats both with its two-topping pan pizza for $7.99, a medium pizza for $5.99 and half off any pizza ordered online.
How long till one of the chains offers pizza for a buck?
The next Papa Johns CMO should focus on what it means to be a Papa Johns customer. Other than being a lover of cheap pizzas, that is.
Zion and Nike Tom Dougherty, CEO - Stealing Share 20 March 2019 Zion Williamson, the shoe explosion and the Nike brand It's that time of year again. March Madness is upon us. And, with Temple (my alma mater) losing last night, I’m most looking forward to...
The Dalai Lama Tom Dougherty, CEO - Stealing Share 19 March 2019 Let’s understand what’s happening with the Dalai Lama I’ve been a practicing Buddhist for more than 25 years. So, last week’s Time magazine cover featuring His Holiness, the 14th Dalai...
First Citizens Bank Tom Dougherty, CEO - Stealing Share 18 March 2019 First Citizens Bank, vanilla banking How bad is the new campaign for First Citizens Bank? It is so bad I never noticed it.Instead, a former client and marketing professional wrote me —...