Papa Johns Captures Pizza Lovers with Perks
A late night movie, a glass of ice-cold Coke and a slice of specialty pizza. Sound good? Papa John’s International, Inc. hopes so.
The pizza maker is out with about five months of promotions to get consumers into its restaurants to try out the new “Sicilian Meats” specialty pizza or one of its other offerings through incentives with partners Coca-Cola and Best Buy, as well as discounts on the new pizza.
Through Mar. 27, the pizza, topped with Italian salami, pepperoni, sliced Linguica sausage and spicy Italian sausage, is being offered at a promotional rate of $11.99. Local TV, print, and two weeks of national promos supports.
Through Jun. 30, consumers who purchase either one 2-liter or two 20-ounce Coca-Cola beverages from Papa John’s will get a coupon from Best Buy, good for 10% off entertainment software, including console or PC video games, DVDs and CDs, or 10% off HDTVs priced at $699 and up.
And if that’s not enough, through May 22, consumers can play a Click ‘N Win instant game at Papajohns.com with a chance to win a grand prize of a $1,000 Best Buy gift card, or one of 90 $100 Best Buy gift cards. All players will receive a free food offer from Papa John’s, which includes an order of either cheesesticks, breadsticks or two 20-ounce Coca-Cola beverages with the online purchase of a large or extra-large pizza at the regular menu price. Print ads begin this week and the Coke-branded beverage holders consumers use to carry their drinks will advertise the promotion. It will also be promoted via e-mails to Papa John’s customer list and at its Web site. The incentive promotions began Feb. 21.
Some 63% of participants in the Click ‘N Win game opted in to receive future e-mails about online specials. A referral component, which offered a free play for three referrals, drew about 33% of players.
“Our initial read is the promotion is working and doing what we hoped it would do,” said Papa John’s spokesperson Chris Sternberg.
The 21-year-old company, headquartered in Louisville, KY, has 2,825 restaurants operating in 49 states and 20 international markets.
