Success Story: 6% Increase in Sales
insights + promotional offer testing delivers results for Papa John’s.
Background:
Pizza is a favourite among Canadians and Papa John’s knows this well. As the world’s third-largest pizza delivery company, Papa John’s has over 200 restaurant locations spread across Canada.
The secret to Papa John’s success is baked into the company’s DNA. At the core is their commitment to their brand promise: ‘Better Ingredients. Better Pizza’, which means constantly sourcing and investing in the finest ingredients. This brand promise extends to every aspect of their business, including marketing. The Papa John’s team believes that to lead change, they must think differently and continually look for opportunities to innovate and expand their reach into more Canadian homes.
This forward thinking approach is why their direct mail partner, DCM, brought CiG and its intelligentVIEW platform to the table. An innovative solution to cut through the clutter in an increasingly competitive marketplace.
Situation:
The highly competitive pizza industry is driven by a combination of brand awareness, geographically targeted direct advertising, and promotional offers.
With 40 locations in British Columbia, Papa John’s was looking to innovation as a means to both grow market share and increase marketing efficiencies to acquire more customers at a lower cost.
Papa John’s primary media mix included a mix of geographically targeted digital ads and direct mail. The in-house team was responsible for the manual process of defining the targeting for each one of the 40 locations, which were:
- Time consuming and resource intensive.
- Based on generalized demographic profiles of their best customers across all locations.
- Constraining opportunities to test and optimize.
What was important to Papa John's:
intelligentVIEW far exceeded Papa John's expectations
Audience insights reveal new opportunities for each location.
With guidance from the CiG Customer Success Team, the Papa John client quickly became a power user and within weeks, the insights were impacting their programs.
Before they used intelligentVIEW, the assumption was that their top customer segment and primary target were lower income young families, based on a generalized demographic profile.
With intelligentVIEW’s robust data and built-in segmentation, they quickly discovered that their top segments were actually quite diverse across each of their locations, a combination of:
- Older empty nesters
- Seniors (a surprising 43% of seniors over age 75 in just one location!)
- Young couples
- Singles
The team shared these profiles with their agency partners and creative teams, who immediately went to work on optimizing their campaigns.
Key Strategies:
- Creative: Customized imagery and portion combinations.
- Location and Segment Specific Offers: Optimized offers based on household composition.
- Timing: Target moment in time events relevant to each segment, such as Back to School or the Super Bowl.
- Media Targeting: Able to reach the same household with both direct mail and digital.
Data Driven Insights - The secret ingredient for success
Pizza is very competitive in B.C.; with pricing being a key differentiator, but instead of changing their prices and eroding profits, Papa John’s can now target prospects more effectively and timely to gain an edge over competitors.
By using intelligentVIEW, Papa John’s achieved: 🌟
About DCM
DCM is an Expert Canada Post Partner and a leading provider of marketing and business communications solutions that simplify complexity by streamlining operational, marketing, and communication workflows – our goal is to make everything surprisingly simple.