In a crowded category, it can be easy to compete largely on price, but instead pizza chain Papa John’s is pursuing a strategy of making its brands more “meaningful” to differentiate.
Papa John’s is on a quest to create a “more meaningful brand” rather than compete with its pizza rivals on price alone.
Speaking to Marketing Week at the pizza chain’s Milton Keynes headquarters, marketing director Rebecca Carroll asserts it is a brand with “such potential” which can be unlocked by creating meaning and emphasising what it can offer consumers.
Papa John’s operates in the crowded takeaway pizza segment, with brands like Domino’s Pizza and Pizza Hut all competing for a slice of the pie. Papa John’s has over 400 stores in the UK, far less than market leader Domino’s, which has over 1,300.