Pizza maker heats up market with appetizing promos

Pizza lovers always have something to look forward to at the international pizza chain Papa John’s, especially every Tuesday, which has unofficially become Papa John’s Day.

The Tuesday habit started off with the hit “Unli Pizza” promo, which was followed by “Two for Tuesdays,” “Super-Sized Tuesdays” (free pizza size upgrade), and the recent “Classic Tuesdays” (where classic flavors can be had for only P199).

“We aimed not only for brand awareness but also for brand recall, and we strategized by providing wow promos and making Tuesdays alive. This also led more people to try us, and transactions have tremendously increased,” says Marian Castro, COO of Papa John’s Philippines.

The strategy has pushed Papa John’s to address the increase in repeat business, opening new stores and establishing a more aggressive service delivery channel in order to efficiently respond to customer needs. Customers may now place their orders through its delivery hotline (8877272).

The Philippine pizza market has become more challenging in recent years, with the entry of new restaurant chains as well as smaller players. With the diversified market came increased competition among industry players, but Papa John’s has managed to capture the Filipino taste and to carve a loyal following.

Headquartered in Louisville, Kentucky, in the United States, Papa John’s was founded by John Schnatter in 1983 and has 3,500 restaurants worldwide, making it the world’s third largest pizza chain.

A top choice by US consumers, Papa John’s came to the Philippines in 2010. It now has 17 branches in Metro Manila and continues to expand in key locations. “We have received a positive response from the local market and this has motivated us to take a more strategic approach in our expansion,” says Castro. “While we have started opening branches in malls, we also looked into the clamor to open in business/residential areas, where dine-in and delivery services are accessible to customers.”

Castro says Papa John’s has come to understand the “evolving taste” of Filipino consumers. “Our thrust is to widen the reach and offer complimentary products that this market appreciates. Our customers can look forward to local favorites being infused into our menu line, still with ‘better ingredients’ as the most basic formula,” she says.

Papa John’s classic flavors are “Simply Cheese,” “Garden Special” and “The Hawaiian.” The must-try list includes the “Super Papa” (with pepperoni, Italian sausage and ham), “The Tuscan Six” (with mozzarella, parmesan, Romano, Asiago, Provolone and Fontina), and “Meatball Pepperoni.”  There’s a new flavor in the house: “Chicken Carbonara Pizza” (with grilled chicken, parsley, mushroom and creamy carbonara sauce, blended with parmesan, Romano and mozzarella).