Papa John’s
Huanchao Tang | Leonie Geyer | Cordell Martin | Courtney Couture
4 004
TABLE OF CONTENTS Market Analysis Industry Landscape Market Trend Major Players Digital Marketing Trend SWOT Target Personas Consumer Insights Digital Engagement Strategy Digital Assessment The Big Idea Creative Brief Media Plan Digital Recommendations Mobile App Social Media SEO Website References
01 01 01 02 03 06 07 08 09 10 11 13 14 15 17 17 21 25 28 31
4 014 MARKET ANALYSIS
INDUSTRY LANDSCAPE Revenue
From 2012 to 2017, according to an IBIS report, The Pizza Restaurant industry revenue is expected to increase an average 2.9% per year to $49.5 billion, with revenue rising 3.4% in 2013 alone. Although the change rate will decline a little bit, we anticipate the industry revenue to increase in 2014.
Annual Growth 07-12
According to the IBIS report, the unit price of pizza will increase. Through 2017, the price of milk and wheat is expected to increase, causing operators’ ingredient costs to rise. Some restaurants will increase their prices to help with the rise in expenses, and others will change some of their menu offerings to better cope with the shift. Large chains that are able to buy in bulk will manage the rise in expenses, which will keep their profit margins relatively stable. As we can see, price wars in the industry will not be an issue. Major players in the industry have been developing new strategies to stand out from the crowd.
$42.8bn 1.5%
Annual Growth 12-17
2.9% Profit
$2.7bn Businesses
64,695
Overall, this industry is currently in a long-term, low-revenue growth phase, which indicates that it may have reached market saturation.
MARKET TREND In the past decade, consumers have become more concerned about their health and the food they eat. As a result, many consumers have been steering away from food high in fat, salt and sugar. They have also been attracted to organic goods and more fruits and vegetables.In response to this trend, pizza restaurants will increasingly use fresh, organic and locally sourced ingredients. Delivery and carryout pizza options are typically less costly for consumers than more formal gourmet pizza restaurants. Thus, with weakening consumer sentiment and per capita disposable incomes, consumers have favored the quick-service model. Additionally, the major players in the industry have opened more of these locations because they are more cost-efficient than dine-in restaurants. According to a Mintel report, pizza chains experiencing the greatest growth in the past few years have been those
4 024 targeting consumers from higher income brackets. Chains offering to lower-income consumers are competing in a highly saturated marketplace, which limits opportunity for organic growth. Since Millennials are becoming the most important generation for the market and recovery of economy, pizza chains will shift to this potential high income segment.
MAJOR PLAYERS According to the IBIS report, besides “mom and pop” brands, Yum! Brands Inc.(Pizza Hut) is leading the competition with 11.6% market share. Domino’s Inc., as the primary competitor for Papa John’s, possesses 9.8% market share. Papa John’s is number three in the market share ranking with 6.3% market share. The table below indicates the major players’ market positioning. There is no overlap regarding positioning. Every brand has very clear and catchy positioning in the market. Therefore, different brands have distinguished marketing strategies aligned with their unique positioning. This also impacts their digital strategy.
Papa John’s 6.3%
Domino’s 9.8%
Pizza Hut 11.6%
Others 72.3%
BRAND POSITIONINGS
Delivery Heritage
Signature Pizzas
Better Ingredients. Better Pizza.
4 034 In terms of financial performance, Pizza Hut earned $4.9 billion in revenue in 2011. However, it declined 14.5% since then. Meanwhile, Domino’s increased 17.6% revenue to reach $4.2 billion in the same year. Papa John’s is relatively weak, with $1.2 billion revenue in 2011, but has had a very stable increasing rate around 5% each year.
DIGITAL MARKETING TREND 40% of sales from online traffic in 2013
PAPA JOHN’S In 2010, more than 25% of all Papa John’s sales came online or through text, widget, or mobile device, and the company believes sales via alternative access channels could one day surpass traditional telephone orders. In 2013, Papa John’s received 40% or more of their sales from online traffic, according to The Wall Street Journal. In the past three years, with average 5% growth rate of online sales, we confidently anticipate that digital branding is the primary marketing activity for Papa John’s. Papa John’s has built tools into a new platform that allow customers to really enjoy and engage in the process of making their pizza. When making a pizza on papajohns.com, customers are actually following the exact same specs that Papa John’s does in the restaurant. It uses a Flash pizza builder. According to a Mintel report, Papa John’s partnered with SocialCompass, which uses location-based conversation techniques, to find nearby pizza consumers on Twitter and respond with an appropriate deal. The service searches for keywords within user tweets and responds with a discounted offer or free gift to encourage new business. Papa John’s has achieved a 52% conversion rate on this technology. Two days later, the same user receives an incentive to share with friends. This helps Papa John’s pinpoint the right customer at the right time and provide an appropriate deal that is customized to his or her needs.
2,739,583 People talking about this New Likes Per Week
Regarding social media, Papa John’s understands how to create interactivity and conversations with customers through a proper tone. On Facebook, for example, Papa John’s had over one and a half million fans. Papa John’s finds that’s a perfect place for us to engage with the founder, the activities he’s involved with, and how he’s always focused on quality but moving forward with the brand.
Mar 22, 2014
As an important part of both online strategy and offline strategy, Papa John’s has a partnership with the NFL. Papa John’s is the official pizza sponsor of the NFL, as well as the Super Bowl. Part of the approach was to ensure that
Facebook likes (Apr 2014)
Apr 20, 2014
4 044 they leverage that by being in places where consumers are, which is when they’re interacting with the NFL. Papa John’s teamed up with Denver Broncos quarterback and Papa John’s franchisee Peyton Manning to announce its free pizza promotion to celebrate the beginning of the 2013 NFL football season. Below is a brief review of Papa John’s digital branding activities, according to Mintel: May 2004 Papa John’s International, Inc. added another component to its “Pizza and Entertainment” campaign called “4 & More.” It is a Coca-Cola “4 To Go!” Music Edition carrier with four free digital music track downloads from Musicmatch. Beginning May 31, Papa John’s customers purchasing four 20-oz. Coca-Cola beverages of their choice for $3.99 receive their beverages in the new carrier, along with an official cut and reveal sticker with four free music track downloads from Musicmatch (valued at $0.99 per music download). July 2007 Papa John’s has developed a mobile service on the back of strong growth in its digital business. The world’s thirdlargest pizza-delivery chain has 90 stores in the UK, and online sales have jumped from 3% to 20% in the year ending 31 May 2007. November 2008 Papa John’s exceeded $1 million in sales through mobile phone orders since the technology launched in July. The chain recently surpassed $1 billion in overall online sales and launched a Facebook page that grabbed the attention of over 175,000 fans in less than a week. To build on the chain’s advances in technology, Papa John’s will roll out a new iPhone application to its collection of digital widgets, which will be available beginning December 1. The Papa John’s iPhone application will include customized menus, entry fields and graphics. The chain will also have a link to Google Maps so users can locate a restaurant and click on the map for directions. December 2009 CashStar, the interactive gift card and incentives company, announced that Papa John’s has rolled out an online gift card service. Papa John’s customers can send virtual gift cards with a personalized message in any amount from $10 to $100 from the pizza chain’s website, which will be sent to the recipient’s email, either immediately or at a later time.
4 054 December 2013 On Google’s 13th annual Zeitgeist list Pizza Hut and Domino’s took top spots for foodservice. Pizza Hut was the most searched restaurant brand followed by Domino’s. Papa John’s, which took the third slot last year, did not make the list. January 2014 Papa John’s launched a system-wide, mobile-optimized website to increase digital gift card ordering. Consumers can use their mobile devices to design and purchase customized Papa John’s gift cards. Users can select a specific delivery date. Chief Marketing Officer, Bob Kraut commented, “You’re not always at a computer when you remember you missed someone’s birthday, or you want to say ‘thank you’ to someone.” DOMINO’S Launched in 1960, Domino’s currently has over 10,000 stores worldwide. Their focus is on the best pizza delivery in the world, and how to make deliveries as efficient as possible. With more than a million pizzas being delivered worldwide, delivery efficiency is the core idea behind their digital efforts, which have been innovative and successful. Domino’s is one of the top 5 companies for online orders (behind Amazon and Apple). They began their online efforts in 2007 with online ordering, and in 2008, launched a pizza “builder” and order tracker. Now, nearly 60% of Domino’s sales are through online ordering, with 20% coming from mobile devices. Domino’s Pizza Tracker
The pizza builder lets customers piece together the exact kind of pizza they want in real time. They also have a profile system on both their website and mobile app that allows customers to order, pay and track their delivery in real time. The profile system speeds up the ordering process by storing their information for future orders. They can save their item combinations, addresses, phone numbers and payment information. According to Dirk Rients, senior vice president and director of mobile at DDB Chicago, pizza chains should leverage mobile for speed, personalization, coupons, payment and tracking. Using mobile apps lets consumers stay engaged with the brand. A huge factor to Domino’s success is their attentiveness to consumer feedback. Domino’s spokesperson, Chris Brandon, says that marketers should consider customer feedback the most important factor in digital campaigns.
4 064 According to Brandon, Domino’s develops strategies based on what customers have to say. Starting in mid-2014, Domino’s is pairing up with Ford SYNC for its mobile capabilities. This will bring Domino’s Pizza ordering to in-car connectivity systems, which will be voice activated. This voice activation feature will also be available in the mobile app. Domino’s wants customers to be able to have the option to order pizza on the go, whether it be on the way home, or en route to a party. Americans want pizza, and Domino’s prides itself on getting it to them in record time. Domino’s is also using Splunk Enterprises to monitor and collect data based on online ordering, as well as improving customer service. If a coupon fails, a message is sent immediately to IT professionals that quickly resolve the issue before any more customers are affected. With Splunk, current trends are better observed for future marketing plans.
SWOT
STRENGTHS
WEAKNESSES
• • • • • •
• • • •
Health-conscious consumer Partnership with NFL Stable revenue growth rate Highly digital-driven Clear vision of digital branding Engaging digital experience
Small market share Lack of brand presence Lack of financial backing Relatively new to the market compared to major competitors
OPPORTUNITIES
THREATS
• Growth of industry revenue • Economy is recovering • Growth of Millennials’ buying power • Consumers seek more online ordering options and apps that simplify the ordering process
• • • •
Saturated market Pizza Hut’s domination Domino’s fast growth in industry Being a newcomer in competitive NYC DMA • Competition with strong loyalty to local eateries
4 074 TARGET OVERVIEW Our target includes Men ages 18-35. Based on a Mintel Report (2012, 2013), millennial men lead in pizza consumption, and are more likely than women to visit pizza restaurants. Men are also more likely than women to choose pick-up orders from Domino’s Pizza, Pizza Hut and Little Caesars, as well as use delivery from Domino’s Pizza, Pizza Hut and Papa John’s. According to the same report millennial men are interested in specialty pizzas and alcohol offerings, and are technology-oriented and focused on price. CONSUMER ATTITUDES TOWARDS PIZZA Men are less sensitive about health than women, have larger appetites, and are indulgent. Large quantity options positioned for pickup or delivery may entice these consumers to choose a specific brand over another. According to Mintel (2013) men tend to seek more specialty pizzas and upscale items. SOCIAL EXPERIENCE Men are more likely to order pizza for pick-up or delivery when hanging out with other men. Simmons data (2012) suggests that pizza consumers tend to dine out and order in groups - either with friends, co-workers, or their family. TECHNOLOGY According to Mintel data (2013) pizza consumers seek more online ordering opportunities as well as online payment options. While consumers are generally cutting back on restaurant visits, the usage of online loyalty programs and online daily deal promotions increases. Millennials are especially interested in operational and promotional aspects of mobile apps. ATTITUDES TOWARDS FAST FOOD In general, fast food is a great fit to a millennial’s style of living. According to Simmons, millennials believe that fast food fits their busy lifestyle, and that it helps them stay within their budget. They also prefer fast food over home cooking.
4 084 PERSONAS
SPORTS FAN
COLLEGE STUDENT
YOUNG PROFESSIONAL
HENRY, 29 years old, has
PAUL, 18 years old, is a
BEN, 25 years old, has
“I usually order pizza for game days. Everyone likes it and it’s cheap.”
“After a night out I’m craving greasy fast food like a burger, fries or a pizza.”
“I don’t have time to cook so I just grab something on the way home.”
been a big fan of the Yankees since he was little. He works at a finance company in Manhattan. On weekends he enjoys watching the Yankee games with friends. He’s gotten used to ordering pizza for game days. It is kind of a ritual. He just wants something cheap and quick to feed his friends.
freshman at NYU. This is the first time living by himself in a big city. Everything around him is exciting. He is active and likes to socialize with people. Definitely, fast food becomes the most important food for this guy. Paul believes pizza always helps when he wakes up after a party.
worked in an ad agency for two years. He spends almost two hours commuting every day. He’s too tired and busy to cook. For food, he just wants something convenient, reliable, and affordable. If it also tastes good, that would be even better.
4 094 CONSUMER INSIGHTS
“ “ “
“ “ “
Every time I open the Papa John’s app I have to sign in again, it’s so annoying. I don’t have time for that.
When I want to order pizza from an app, I want it to be quick and easy to navigate. I don’t want to spend time figuring out how to use it.
When I order pizza I always get the same one. I never really change it.
4 104 DIGITAL ENGAGEMENT STRATEGY According to our primary and secondary research, we understand that our target audience wants to avoid ordering hassles. According to a survey we conducted, the target consumer appreciates easiness and simplicity. In addition, the target audiences, including sports fans, college students, and on-the-go professionals, live in New York City, where it is crowded with heavy traffic. In this circumstance, it is almost impossible to speed up delivering. Besides, Domino’s has already positioned themselves to have the fastest delivery. Therefore, strategically, improving the online ordering experience will boost online sales in the New York DMA. To deliver the idea that Papa John’s online ordering system is the fastest, it is reasonable to emphasize creating mobile engagement. According to research, the mobile app has become the most important driver in the digital marketing regime. We will build up networks, including social media, website, and SEO to support this core driver, which is the innovative mobile app. The diagram below demonstrates this strategy.
Social Media
Mobile App
Website
SEO
Mobile App
4 114 DIGITAL ASSESSMENT We reviewed each media that Papa John’s is using now based on our strategy: STRENGTHS
WEAKNESSES
• Provides weekly e-mails contains special deals and promotions. • Provides a mobile ordering link for customers. • Has opt-out option for customers. • Has links to their Facebook and Twitter pages.
• Link for mobile ordering is font too small and easy to miss • Too many e-mails sent weekly. Hard to keep track with the deals and promos. • E-mails lacks urgency for purchase.
MOBILE APP
• App is easy to use. • Allows you to repeat orders placed over the last 90 days. • Papa’s Free Pizza Meter to track reward members points towards free pizzas. • Faves section where customers have the ability to order their favorite combination of Papa John’s menu items with a quick tap. • List nearby stores based on GPS location.
• Doesn’t save login information once app is closed. • No pizza notification or tracking system for customers to check on the progress of their order. • App only works in one orientation. • Design is too crowded and not user-friendly.
NEEDS IMPROVEMENT?
NO YES
4 124 STRENGTHS WEBSITE
SOCIAL MEDIA
WEAKNESSES
• Strong branding image and branding color pallet. • Straightforward navigation bar. • Image-driven, which is easy to navigate. • Page loading is very fast.
• Doesn’t have search box in the landing page. • Doesn’t have clear inbound channels to other media, like social media, mobile app, etc. • Too many typefaces on one page. • Website page is not structural. • The image gallery cannot automatically roll. • Many overlapped buttons. • Doesn’t have option to go back to homepage.
• Frequent updates, average 2 posts every day. • Consistent tone. • High conversation involvement. • Twitter profile uses hashtag to organize conversations. • Catch up with trends. • Facebook profile has relevant and image-driven content. • Humanized branding image.
• Too many profiles. • No inbound channels with each media. • Doesn’t have strategic conversations to achieve branding goals. • contents are not attractive to target audience.
NEEDS IMPROVEMENT?
YES
YES
4 134 THE BIG IDEA Aligned with our strategy, we want to create the fastest online ordering experience. We call it “Mission ImPAPAble”.
4 144 CREATIVE BRIEF WHY ARE WE ADVERTISING? To establish a customer base and drive 15% online sales in the New York City DMA in one year. Also, to replace Domino’s current ranking as the number one digital pizza chain.
WHAT WOULD WE LIKE THEM TO THINK? “I really love pizza, but what keeps me coming back to Papa John’s is their quick online ordering system. All I need to do is press a couple of buttons and my order is made. Easy!”
WHO ARE WE TALKING TO? Millennial men, ages 18-35, who live in NYC and fall into one of the following categories:
WHAT IS THE SINGLE MOST PERSUASIVE IDEA WE CAN CONVEY?
Sports Fan: Hosts viewing parties of sporting events. Uses multiple screens to access sport- related news, scores and games. Tech savvy.
College Student: Male college students. Prefer ordering fast food that’s convenient and affordable.
Young Professional: Lives a busy life with no time to prepare meals. Looking for something that is fast, reliable, convenient and affordable.
WHAT DO THEY CURRENTLY THINK? “I love pizza. But Papa John’s? Let’s try Domino’s or head to the pizzeria around the corner.”
Our online ordering system is the fastest. WHY SHOULD THEY BELIEVE IT? The online ordering system will require the least amount of steps taken to place an order.
4 154 MEDIA PLAN OBJECTIVE To achieve Reach/Frequency ranging from 75/3.5 to 80/4 in New York DMA within one year. MONTH (2014-2015)
GOALS
TACTICS
MAY
Website Optimization SEO
• Create wireframe brief • Analyze keywords and ranking
JUNE
Website Optimization SEO Mobile app
• Create wireframe brief • Analyze keywords and ranking • Develop mobile app to associate with Yankee Old Timer’s Day
JULY
Website Optimization SEO
• Create wireframe brief • Analyze keywords and ranking
AUGUST
Mobile app Social media Guerilla
• Develop mobile app to enhance ordering experience • Social media campaign • Promotion event with NYU’s Welcome Week events
SEPTEMBER
Viral video Social media
• Make viral video and SEO to align with NFL season kick off • Social media campaign
OCTOBER
Social Media
4 164 MONTH (2014-2015)
GOALS
TACTICS
NOVEMBER
Real-Time Bidding Website decoration
• Associate with holiday season
DECEMBER
SEO Website decoration
• Associate with holiday season
JANUARY
Social media Viral video
• Viral video for Super Bowl • Social media campaign for backto-school
FEBRUARY
Social media
• Social media campaign for Super Bowl
MARCH
Social media Mobile app
• Gamification
APRIL
Website SEO Viral video
• April Fools Day • Key words • Viral for April Fools
MAY
Social media
• Social Media campaign promoting upcoming NFL and NBA drafts
4 174 DIGITAL RECOMMENDATIONS
MOBILE Objective The objective of the mobile app is to make the ordering process as fast and simple as possible. This means requiring the least amount of steps to place an order. Strategy and Design Functionality The app needs to be able to function with as little effort and time as possible. That means that it has to be easy to look at and comprehend in little time. The best way to establish this is with big visuals and minimal text. When the target looks at it, there’s no mistake as to what options are available for them. The app has 3 major components: the “Quick” option (where users only have to swipe twice to place their preset order), the “Build” option (where they can build new orders), and the “Rewards” option (where they can manage their account/rewards). There are also social media plug-ins at the bottom of each screen to encourage sharing and following. When the user first installs the app, they are prompted to complete their profile. This entails putting in addresses for delivery and saving one or more payment options. They also preset their “Quick” options. This crucial step will be the key to expedited ordering. With a mobile app, there are multiple options when it comes to what gestures to use. There’s tapping, pinching, swiping, and many others. For this app, the most efficient and simple gesture is swiping. For each option, the user can swipe to the left to move onto the next page. With just one swipe, the ordering process moves down the line of options smoothly and easily. That way, there is less time taken by the user to input information or figure out where to put that information. There is no confusion. When building and order, the user can swipe through choices of toppings until they find the one they want, and then swipe up to add it to the pizza. Once the pizza is complete, the user swipes right to complete the order. The profile page is a single page containing all of the user’s information. There, they can edit their personal information, and set up the “Quick” combos.
4 184 In the rewards page, they can check up on how many points they have, and see how many more they need until they earn a reward. KPIs • Download Rate (5,000,000 + growth after a month) • Orders placed through app vs. online or phone (increase 10% after 6 months) • Average time taken from start to finish of order process (seconds per “Quick Order”)
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4 214 SOCIAL MEDIA Objective To have social media serve as an inbound channel and prompt to our mobile app. Strategy Our strategy will include guerilla marketing events, a mobile app game, viral videos and live tweeting. We want to target college freshmen at moments when they are more susceptible and engaged into being introduced to something new and exciting. Reaching out to this target during key college events would allow us the opportunity to introduce our mobile app by adding that element of competition. Shareable viral videos are another outlet in engagement as people share videos with friends. Joining the conversation during sporting events is an effective way to connect with sport fans. One way of being apart of the conversation, is to know which games create social buzz. Besides championship games, matchups between two rival teams achieves that. We will also look into joining the conversations during the NBA and NFL drafts. We want to always be in the back of the minds of the on-the-go young professional when it comes to fast online ordering. To achieve this, developing a game for their mobile device that’s entertaining while associating Papa John’s with fast online ordering. Execution I. Live Tweeting Events Live Tweeting: NY Sport Rivalries Papa John’s will live tweet during the several sporting rivalry matchups (Knicks vs. Nets; Yankees vs. Mets; Yankees vs. Red Sox & Jets vs. Patriots) . Throughout the game, Papa John’s will post special offers with a link prompting followers to download the mobile app. Fans can also reply to Papa John’s by using the hashtag #papamatchup. Live Tweet: NBA and NFL Drafts Papa John’s will live tweet during the first rounds of the NBA and NFL drafts. With both events held annually in New York City, it would be a great way to connect with consumers living in the NYC DMA. The live tweets will include
4 224 deals and promotions with a link to the mobile app. II. Gamification: Mission ImPAPAble This execution would be a special promotional offer available to those who downloaded the Papa John’s mobile app. In promoting our fast ordering system, our app will include a game titled Mission ImPAPAble. Customers, will be able to tap on the icon and participate in a 2, 5, or 7-second challenge. Each challenge will feature a special deal in which the user must complete once the icon is activated. If the order is successfully placed within the time limit, the customers would have the option to send a tweet to Papa John’s twitter account with the hashtag #missionaccomplished. III. Gamification & Guerilla Marketing “Mission ImPAPAble Challenge” at NYU’s Welcome Week and Spring at the Square. The Mission ImPAPAble challenge would also coincide with our guerilla marketing event for NYU’s Welcome Week and Spring at the Square events. Both events are geared towards first year students at the beginning of both the Fall and Spring semesters. Papa John’s will have booths at both events where students would be encouraged to download the mobile app and take part in the Mission ImPAPAble challenge and compete against each other. The winner of each showdown, would have the option to send a tweet to Papa John’s twitter account with the hashtag #missionaccomplished. IV. Viral Video Campaign with Collegehumor - Domino’s vs. Papa John’s Mobile App Competition Papa John’s will collaborate with collegehumor.com in creating a viral video camparing the which app between Papa John’s and Dominos is the fastest. Random people in the video will be asked to participate in the competition. Our goal is to showcase how fast our mobile ordering app is compare to Dominos. This would also include us sending a tweet at Dominos with the message “we just beat you by…. seconds”.
4 234 KPIs • Twitter (to increase the percentage of tweets retweeted and favorited to 75% after 60 days) • Mobile (maintain a 40% retention rate after 30 days) • Guerilla Marketing (a 10% growth rate of mobile app usage after 30 days) Rationale Twitter would serve as the better option in developing real time interaction with consumers because unlike facebook, Papa John’s twitter followers are increasing. Their facebook followers are plentiful, but non-changing. In reaching these targets it’s vital to have several touch points in reaching them. Twitter’s strong presence in mobile are opportunities to establish stronger relationships with customers; engage in real time, ongoing conversations; and the chance to become an influencer best aligned with our digital strategy. Guerilla Marketing would provide us the opportunity to introduce new customers into using our app. By promoting at NYU events such as Welcome Week and Spring at the Square, we have the opportunity to experience a growth in our mobile app usage. Mobile devices are the most accessible devices. From e-mail, to social media, to calendars, etc., mobile devices serve many functions in our daily lives. It’s vital to create an engaging and purposeful app that’s in regular use with our customers. One way, is by developing a game that provides entertainment while maintaining a consistent retention rate.
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4 254 SEO Objective To optimize keywords related to Papa John’s that ensure Papa John’s website and its app list at top 3 in the Google Search result page, and ensure Papa John’s app ranking the number one in both Apple iTunes Store and Google Play Store. Strategy Google Search Engine • When customers type in “Domino’s”, we will have a result “You can experience more, faster” below. • When customers type in keywords we will make sure both the Papa John’s and the Mission ImPAPAble mobile app will show up in the first item in the SERP. - Short-tail keywords: Pizza, Deliver, Food, Fast, etc. - Long-tail keywords: Pizza in specific New York City location, Fast food in specific New York City location, Deliver food in specific New York City location (e.g. Pizza in Brooklyn), etc. App Store (iTunes Store and Google Play) • When customers type in “Domino’s”, we will have Papa John’s app list in the next to it. • When consumers type “pizza”, “restaurant”, and “pizza delivery” in either iTunes store or Google Play, Papa John’s app will be listed in the first in the SERP. In general, we are promoting “fast ordering experience”. SEO will serve as an inbound channel to attract the target to download the app and experience the app. Besides the classic SEO strategy that we will make sure both longtail and short-tail keywords relate to Papa John’s, the results will rank at the top one. Also, if the download rate increases, the search results ranking will boost to a certain degree. Execution We will partner with Bloomreach, SEOMOZ, and Wordtracker to execute the plan. KPIs Keyword Opportunity • Keyword, Rank, Search Volume, Competition Level
4 264 Click-Through Rate • Keywords, CTR Keyword Ranking • Keyword, Rank, Avg. Rank past 30 days, Landing Sales Growth Gauge (Benchmark 15%)
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4 284 WEBSITE Objective To increase traffic on the Papa John’s website and generate more conversion - we want visitors to not just view the page but to create an account, order pizza, download the app and/or follow social media. Strategy Create a website that • Fulfills the targets need for a fast online ordering system • Encourages visitors to download and use the mobile app • Links to Papa John’s social networks Execution I. Fast online ordering system On the homepage customers are immediately reminded of the benefits of Papa John’s fast online ordering. A showcase illustrates a step by step instruction on how to create an account, what your profile looks like and how you can order your next Papa John’s in less than a minute. The account saves all personalized information including pizza preferences, address and payment options - once saved every future order is only one click away. The profile is the same as on the mobile app – simply logging in with the same username will transfer all saved information to the mobile app and vice versa. II. Mobile App Promotion Each page of the website will remind customers to download the mobile app, which promises an even more convenient and on-the-go version of Papa John’s fast online ordering experience. A pop-up add of the Papa John’s owner appears on each page of the website recommending to download the app. A link redirects the consumer to the App Store to do so. III. Social Media Twitter feeds are embedded on the homepage. Customers are encouraged to follow Papa John’s in order to get the latest deals and promotions. The website also includes links to Papa John’s Facebook page.
4 294 KPIs Unique visitors • How many new unique visitors view the web page Conversion • How many visitors complete the purchasing process • How many visitors create an account • How many visitors download the app • How many visitors follow on twitter Inbound channel (where do our visitors come from) • Search engine • Social Media • Mobile app Rationale The website is the initial engagement platform that acts like a traffic controller: engaging customers and redistributing interest to complementary brand engagement strategies like the app.
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4 314 REFERENCES Arbor, A. (2014, January 7). Domino’s Pizza(R) Unveils Latest Ordering App Innovation Using Ford SYNC(R) AppLink(TM) System. Domino’s Investor Relations. Retrieved March 12, 2014, from http://phx.corporate-ir.net/ phoenix.zhtml?c=135383&p=irol-newsArticle&ID=1888692&highlight= Borison, R. (2013, October 21). Domino’s earns consumer loyalty with mobile at the forefront. Mobile Commerce Daily RSS. Retrieved March 13, 2014, from http://www.mobilecommercedaily.com/domino’s-leads-the-mobileway-for-pizza-chains Domino’s 101: basic facts. (2014, January 1). DominosBiz.com. Retrieved March 12, 2014, from http://www. dominosbiz.com/Biz-Public-EN/Site+Content/Secondary/About+Dominos/Fun+Facts/ Domino’s Pizza. (2014, January 1). Future Platforms. Retrieved March 12, 2014, from http://www.futureplatforms. com/our-work/dominos-pizza/ From Starbucks to Domino’s: 6 Tasty Companies With Awesome Mobile Apps | Slideshow. (2014, January 1). Entrepreneur. Retrieved March 13, 2014, from http://www.entrepreneur.com/slideshow/228722#3 IBIS World Report, Pizza Restaurant Industry in 2013. Martin, Cordell. “Pizza Questionnaire.”Survey. 01. Apr. 2014. Martin, Cordell. “Pizza Survey.” Survey. 28 Feb. 2014. Mintel. (2012, December). Restaurant Usage and Delivery Method- US. Retrieved from: http://academic.mintel. com/ Simmons, Fall 2011 NHCS Adult Study 06-month.