Pizza Hut & Papa Johns

Team #4 - Schema - Team Project#2 - Problem Statement Bailey Grimmett, Christian Washington, Dilara Dagoglu, Graeme Hamilton, Taylor Nelson Pizza Hut Problem In the midst of the ongoing “pizza wars,” Pizza Hut is struggling to separate itself from its competitors. Its lack of relevant interaction with consumers and sparse distinguishable qualities amount to an unstable brand presence that fails to set Pizza Hut apart as the best pizza delivery restaurant.

Approach Starting with secondary research through online articles, forums and a heuristic analysis of competitors websites, an in-depth competitive analysis was conducted to see the current strengths and weaknesses of Pizza Hut in relation to its competition. Next, a survey was distributed through social networks, online forums, etc. to gather food consumption behaviors and habits of the surveyed audience, which showed a lack of any differentiating feature of Pizza Hut. Finally, we conducted depth interviews that attempted to ascertain behaviors and beliefs surrounding pizza ordering and consumption, that led to the realization that people are universally unsatisfied with the way pizza places meet their needs when ordering for medium sized groups of people, and when ordering are interested in getting the best deal.

Key Insights 1. Pizza Hut as a brand is not known for anything noteworthy and is viewed as “just another chain” in the eyes of the consumer.

2. When deciding on a type of pizza to eat, families and friends struggle to satisfy everyone’s taste and topping preferences.

Solution Pizza Hut should start to offer pizza-by-the-slice delivery options. This will not only allow the opportunity for Pizza Hut to better meet the demands of its consumers in a manner no other chain is currently offering, but this interesting differentiating factor will help to drive curious traffic to Pizza Hut’s online ordering tool where people will be offered deals to upgrade from a few slices to a medium pie. When customers realize that they can upgrade to a whole pizza for just a few more dollars, they will feel like they are getting a terrific deal. It is this sense of value that will keep them coming back.

Campaign Targeted social ads themed around #MySlice will be delivered to the primary pizza purchaser in a household. In addition, leveraging the NFL sponsorship to promote on television the ease of satisfying every one at a game day party with individual slices, will help Pizza Hut reach those who are most likely to be interested in the new offering.

Team #4 - Schema -Team Project #2 - Creative Brief Bailey Grimmett, Christian Washington, Dilara Dagoglu, Graeme Hamilton, Taylor Nelson Client Pizza Hut Client Problem Statement Pizza Hut is not distinguishable from other pizza “chains” and is slowly being forgotten. How can Pizza Hut stand out and meet the needs of a multi-palleted modern family or pizza consumer?

Target Audience Young families with kids; sports enthusiasts (seasonal) What do they currently think?

Pizza Hut is ok and tied to nostalgic memories, but it’s outdated and doesn’t provide any distinguishable features that make them want to order it over other options.

What do we want them to think?

Pizza Hut is creating new and interesting ways to keep people interested in their restaurant and pizza by favoring value, variety and customization for the consumer.

SMIT Pizza Hut satisfies everyone.

Why should they believe it?

Because Pizza Hut thinks pizza can be more than it currently is and is innovative by providing options for the whole family.

What is the tone of the ad?

Comical, relatable, personable

Team #4 - Schema - Team Project#2 - Problem Statement Bailey Grimmett, Christian Washington, Dilara Dagoglu, Graeme Hamilton, Taylor Nelson Papa John’s Problem Although people enjoy the pizza, recent controversial statements by the now departed founder have left a bad taste in many consumers’ mouths and the company is losing loyal customers to competitors.

Approach While research for Papa Johns was conducted simultaneously to that of Pizza Hut, many of the results were strikingly different, with many people in both the survey and interviews mentioning the controversial remarks of the now departed founder. Because of this it was decided that Papa John’s needed a temporary brand make over. While it is true that the company has probably apologized enough and is ready to move on, to do so Papa John’s needs to better separate its image from the founder while not reminding people as to why.

Key Insights 1. The PR scandal is top of mind for most consumers; this is affecting their pizza purchasing preferences and behavior.

Solution Evolving Papa Johns’ current campaign that centers around diverse franchise owners into a full-blown makeover by creating banners and posters to hang beside the traditional Papa John’s signage that replaces “John’s” with the local franchise owner or managers name. Such as “Papa Jane’s”. While this will be disguised as an effort to simply show the role that local owners play in their local community, by selecting a diverse set of owners to highlight in a national television and social campaign, Papa John’s will also be moving minds to see them as more accepting and caring than they are currently perceived be, and remind those still concerned with the scandal that not everyone at Papa John’s is responsible for the actions of the founder.

Team #4 - Schema -Team Project #2 - Creative Brief Bailey Grimmett, Christian Washington, Dilara Dagoglu, Graeme Hamilton, Taylor Nelson Client Papa John’s Client Problem Statement Papa John’s is losing prospective clients and loyal customers due to a negative public image that is tied to the previous owner, which the company is named after.

Target Audience Socially conscious, community-driven millennials.

What do they currently think?

The company’s creator is the image of the brand, and no longer trust or wants to purchase pizza from the brand. There are other pizza chains that don’t have a racist background.

What do we want them to think?

The previous owner does not represent Papa John’s, the brand. This brand listens to its consumers and is willing to right the wrongs that have been made.

SMIT Papa John’s is not its owner and is inclusive and embraces diversity within the company.

Why should they believe it?

Because it is distancing itself from the owner and putting the consumer first by replacing “his” name with the names of employees of the company.

What is the tone of the ad?

Relatable, friendly, inclusive

Team #4 - Schema - Team Project #2 - Appendices Bailey Grimmett, Christian Washington, Dilara Dagoglu, Graeme Hamilton, Taylor Nelson Appendices Pizza Hut: https://www.pizzahut.com/index.php#/ho me Pizza Power Industry Report 2018: http://www.pmq.com/December-2017/The-2018-Pizza-Power-Report-A-State-of-the-IndustryA nalysis/ Ad Age Article-Pizza Hut brand chief wants to give consumers “reason to believe”: https://adage.com/article/cmo-strategy/pizza-hut-s-brand-chief-eager-swaggerback/313135/ Domino’s: https://www.dominos.com/en/?lang=en Papa John’s: https://www.papajohns.com/ Little Caesars: https://littlecaesars.com/en-us/ Favorite Pizza Chains in the US-2018: https://www.thedailymeal.com/eat/americas-favorite-pizza-chains-2018-gallery/slide-34 Pizza Hut-Sponsorship: https://www.forbes.com/sites/kristidosh/2018/11/19/pizza-hut-and-pepsi-leveraging-nflsponsors hip-to-partner-for-super-bowl-promotion/#6bc0536e037a Pizza Hut-Twitter: https://twitter.com/pizzahut?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor Customization-Forbes: https://www.forbes.com/sites/larrymyler/2016/05/05/millennials-demand-for-customizationcont rol-and-immediacy-drives-new-jawwy-mobile-service/#36e03a9b3e14