Papa Knows What I Want!
Papa Knows What I Want! Hajin Choi Dennis Duncan Jennifer Gavens Nesara Kishor
The Dough . . . . . . . Domino’s . . . . . . . . Papa John’s . . . . . . . The Location . . . . . . All the Toppings . . . . . New York 2.0 . . . . . . The Big Cheese . . . . . Bringing Home the Bacon Campaign . . . . . . . .
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Resturant Sales Increase (billions)
$45.3
$38.3 $32.01 2008
2013 5 yr (16.4%)
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2018 5 yr (18.3%)
Pizza Industry: Annual Growth 1.5%
2.9%
2007
2012
2017
Pizza Service: Industry Revenue 4.4%
29.4%
Quick Service* Full Service
66.2%
*includes carryout and delivery only
Other
(IBIS 2013)
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Consumer Breakdown 16.2% 22.8%
25-44
14.7%
45-64 25 and Under
46.3%
65+
(IBIS)
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3 Top Players: Marketshare 2011 (billions)
$4.5
$4.2 $1.2
AD Spend 2013 (millions)
266,672
207,945
145,950 (Kantar Media)
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Healthy Eating Index 10–25% consumers are wary of pizza resturants because of • Sodium • Fat • Carbs • Calories
Disposable Income 27% surveyed avoided pizza resturants because of the PRICE
Increase Price $ of Milk, Cheese, Wheat + Advantage of big chains over independents
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Social Media Overall, Domino’s has 2,939,060 mentions online. With 300,000+ followers on Twitter, 8 million+ likes on Facebook, and 2 million views on YouTube, Domino’s has an expansive digital presence compared to Papa John’s . Nick Dutch, Head of Digital for Domino’s Pizza, states that breaking down each social media platform with specific tasks stimulates efficiency in digital promotions. For example, on Facebook, Domino’s positions the conversation towards personal selling and brand management. Papa John’s has 57 videos posted on their official Youtube channel, with 744,524 viewers overall. Meanwhile, Domino’s has 20 videos posted on their official Youtube channel, with 1,430,304 views (April 2014). It is clear that Domino’s digital presence on popular sites such as Facebook, Twitter, and Youtube currently dominates that of Papa John’s .
Digital Strategy Domino’s digital strategies have included its online ordering pizza tracker, Ford’s sync automotive ordering system, mobile application, live cam, pizzavestments, and virtual gaming (targeting Millennials). This has set Domino’s ahead of most of its competitors (Mintel, Pizza Restaurants 2013).
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“Domino’s Day” marks the launch of the company’s first international campaign. This day was recognized in 19 countries across the globe and acquired 600,000 new
fans on Facebook. On Global Domino’s day, prospective customers were offered 50% off their online purchase. This campaign was a huge success increasing same day online orders. (Mintel, Pizza Restaurants 2013). Domino’s has incorporated a digital presence with Ford automotive vehicles. This strategy will sync the car with other mobile application users to drive online ordering. According to Rebecca Borison of Mobile Commerce Daily Newspaper, mobile applications have proven to be Domino’’s niche against competitors competing for a digital voice in the pizza market. 35% of $2 billion in global digital sales come from a combination of mobile sales, and more than 6 million downloads of the Domino’s mobile application. Consumer purchasing convenience is the 4th leading conversation online amongst pizza buyers (Mintel, Pizza Restaurants and Retail 2013), which has served Domino’s well by leading second in SOV online.
Domino’s Word Association (Findings from New York DMA consumer survey)
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AD Budget in Digital Papa John’s
1,048,139
$1.4 Million
mentions on top sites Domino’s
2,939,060
mentions on top sites
Comments From Facebook “Instead of trying to salvage my business, you guys chose to erase my comment.” “When customers choose to post that they ordered from you, maybe get a point/coupon offer for the next purchase?”
Papa John’s: Must Improve Social Media Presence
+ Engagement
Social Media Verdic t Papa John’s
Domino’s
1,015 followers 0 post s
12,000 followers 92 post s
162,759 followers 17,333 tweet s
395,045 followers 40,710 tweet s
2,735,891 Likes 3,795 mentions
9,160,525 Likes 28,158 mentions
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The New York DMA is made up of immigrants and migrants. The vast array of ethnic groups that make up New York City is evident in the predominant concentration of ethnic groups across the boroughs. For example, the Bronx is predominantly Hispanic and Black; Queens has concentrations of Hispanic, Central/South American, Black, White, East Asian, and South Asian; Brooklyn has concentrations of Black, Caribbean, East Asian, and Eastern European; Staten Island has concentrations of Black, and Manhattan has pockets of East Asian, Hispanic, and Black (NYT, 2011). Over time, ethnic and cultural groups comprising a neighborhood have shifted and replaced one another as new migrants and immigrants move in to the city. For example, more native white populations are moving into Harlem, while black populations are starting to move out (NYT, 2011). Sentiments towards these changes can be seen in attitudes towards pizza stores. For example, in a Yelp review for Joe’s , a local pizza establishment in Floral Park, Queens shows the dissatisfaction a local resident feels towards the restructuring of the neighborhood, “Joe’s is one of the last trademarks of Bellerose- Floral Park since all the Indians restaurants/stores/supermarkets have rushed in. I very much like it and hope it never succumbs to the forces around it.” (Yelp Review).
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In order to understand the target’s lifestyle, and attitudes and beliefs towards pizza NYC, Digital@Ogilvy conducted mass surveys and personal interviews.
Survey Findings (NY DMA Overall)
Top Visited Sites
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Papa John’s Word Association
Online Order: Device Usage 8.3% I Never Order
35.4%
16.7%
Computer Cell Phone
39.6%
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Tablet
Personal Interview Insights Carlos Vasquez
• 26 years old • Moved to Astoria, Queens in February 2013 from Mexico City. • IT Professional
Carlos and his wife love pizza and like to eat it once a week. Wants to be more connected to the city and feel a sense of community.
Hannah Kim
• 24 years old • Moved to Forest Hill, Brooklyn in January 2014 from San Diego, CA • Graphic Designer
Hannah has been very busy adjusting her lifestyle around her new job at a new city. Wants to explore the city at least once a week to indulge herself from hard working.
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Franchisee Insights What Works
What Isn’t Working the competition is giving away more for free
Radio Ads
co-ad flyers
shopper’s magazine
Online Only coupons have a limited success rate pre-roll videos
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Online Ordering
Percentage of Online Orders 57%
10-30% (0%) 30-50% 50-70% 70-100% (0%)
43%
Busiest Store Hours Morning Lunch Dinner Late Night Other 0
8
16
24
32
40
48
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General Complaints:
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New York City is experiencing a large growth with more domestic migrants moving in, and fewer people overall leaving. The number of domestic migrants moving into the city each year increased from 60,000 in 2000 to 80,000 in 2010. At the same time, 360,000 people overall moved out of the city in 2000, but only 205,000 moved out in 2010 (NY Daily News, 2014). These migrants tend to be younger, who are looking to establish their adult lives within New York City. Interestingly, many of the new migrants are the children of people who may have previously lived in the city for some time before leaving for economic reasons (NY Daily News, 2014). Importantly, the new settlers are multihued and multicultural. In line with the national demographic trends towards a more multicultural United States, the New York DMA features a heavy ethnic make-up. 1 in every 10 resident in NYC identifies as Asian, with the 5 largest Asian groups being Chinese, Indian, Korean, Filipino, and Pakistani. (Asian American Federation of New York Census Center). Meanwhile, the Hispanic population makes up roughly 20% of each borough (Manhattan – 26%, Brooklyn, 20%, Queens – 28%, Bronx – 54%, Staten Island – 18%) (Pew Hispanic, 2014). Based on research that the 25 – 54 year old and 25-andunder market make up the majority of pizza sales revenue, and the fact that young New York migrants are an important and growing segment within the New York population – Papa John’s should focus on New York 2.0 as the target for this digital campaign.
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1) Why are we advertising? To promote awareness of Papa John’s reward program and increase online orders.
2) Whom are we talking to? The 18 - 34 year old segment which has just moved to NYC. New York 2.0 features a heavy component of new migrants, with a diverse ethnic makeup, and busy lifestyles. They are not necessarily comfortable with their surroundings, and do not yet feel a part of the community. Feeling anonymous, they seek validation that acknowledges them as an individual.
3) What do they currently think? “I know that it’s one of those pizza chains, but I’ve never actually tried it. Besides, Domino’s works for me because their pizza is cheap.”
4) What would we like them to think? “Papa knows what I want!“
5) What is the single most persuasive idea we can convey? Papa John’s offers a personalized experience.
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6) Why should they believe it? Millennials are living in the era of Web 2.0, and have grown to expect personalization through digital and nondigital services. With New York 2.0 finding themselves in a situation of anonymity, the need for personalization is key. Papa John’s personalized-driven campaign will follow New York 2.0 in their journey to becoming a part of the city. Papa John’s will be the only pizza brand that offers real-time communication based on their consumer ’s needs.
7) What is the creative specification? The tone of the communication should be fun, casual, down-to-earth.
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Initial Launch: (Mid-August - End of September)
Objective (Reach Focused)
1) Increase brand awareness 2) Papa John’s reward program
Conversion Sign-up rates for the reward program; with ROI positive mentions on Social Media.
KPI Dashboard + 200%
Social Mentions
45 K 50 K
# of Sign-Ups + 300%
15 : 1
Sentiment Index
+ 450%
10 K
# of NYC Hunt App Mentions Downloads
Media Mix SEO, RTB Banners, Search, Mobile App, OOH on Subway
Papa Map
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The NYC subway system connects the borroughs and its residents. New York 2.0 will be unaccustomed to navigating the subway, and will be searching online for maps, and through their mobile stores for subway apps. Papa John’s will have a Subway map application that will be available to download for free on iOs and Android devices.
SEO and RTB banners will be utilized when they search for New York-navigation related terms online. Papa John’s Subway Map will be the number one search Map on Google search, iTune app store and Google Play. To promote the application, we will take over the physical maps on the subway and Google maps with Papa John’s branded UX design. The purpose of the app is two-fold: to increase awareness of the Papa John’s Reward program, and to specifically increase sign-up rates for Papa John’s Rewards. The mobile application’s primary function will be to serve as a navigation app to New York 2.0: this targeted functionality will retain users and ensure continuity of use.
Papa Crush The app will also include a game that users can play. The addicting game will allow users to proceed to the next level in a manner similar to Candy Crush; however, the icons featurued will be the fresh pizza ingredients used by Papa John’s . The game will allow users to accrue points that can be saved to the Rewards program if they sign up.
Scavenger Hunt: NYC Hunt Recent migrants will be in the mindset of exploring the city. NYC Hunt, a city-wide scavenger hunt sponsored by Papa John’s , will encourage the target to be aware of their surroundings and look in unexpected places. When they come across an icon, placed in high-traffic locations, commuters will take a picture of it and submit it to Papajohns.com/NYCHunt. The page will require a sign-in, prompting them to sign up for the Papa Rewards program. With each icon earning users 5 papa rewards points, users will need to find and submit pictures of 5 different icons to win a free large pizza.
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Increase Trial: (Early October - Early December)
Objective (Frequency Focused) Increase online sales.
Conversion Convert rewards members towards first purchase.
KPI Dashboard # of 1st Purchase Sales
+ 150%
15 K
Use of Promo Code # of Sign-Ups
15 : 1 Sentiment Index
+ 250%
# of 1st visits prompted by mobile
40 %
New Session from Mobile App
Media Mix Search, Targeted E-mail Marketing, App, Geo-Targeting with mobile marketing.
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Targeted Marketing Phase II will encourage recently joined Papa John’s rewards members to order their first pizza online using strategic timing. The target is primarily composed of working professionals, and an overwhelming majority of Papa John’s pizza orders take place during dinner time. Using the e-mail addresses of those who have recently signed up for the Rewards program through the app, targeted e-mails will be sent during the hours of 5 and 6pm, ensuring top-of-mind awareness of Papa John’s . Through mobile marketing, messages with relevant promotions will be sent to the target using geo-targeting. As professionals leave work and walk to the subway stations, Papa John’s will build on the targeted e-mail messaging with an additional outdoor message. Flashlight messaging will be placed next to major train stations across the city and will be beamed on to buildings. The call to action will be to order Papa John’s online.
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Loyalty Program: (Year-long: dependent on individual’s conversion)
Objective (Frequency focused) Encourage regular usage occasions among Rewards Members.
Conversion To continue sales from the rewards members and number of social shares.
KPI Dashboard # of 1st Purchase Sales
+ 80%
5K
Use of Promo Code # of Sign-Ups
15 : 1 Sentiment
+ 75%
# of Social Shares of Papa Crush
Index
Social Mentions
75 K 80 K
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10 K
# of 1st visits prompted by mobile
20 %
New Session from Mobile App
Media Mix Game through App, Social Media promo, Event Marketing In order to maintain brand loyalty and encourage repeat online-ordering occassions, Papa John’s will continue to reach the target through personalized tactics. Because the target is still adjusting to the city, and needs to feel recognized as a member of the community, Papa John’s will sponsor events that will be exclusively open to Rewards Members only.
Pizza Box Invitations A select number of pizza boxes will contain a personalized message written on the inside of the box, with an invitation to an event being held in the city. If a person receives a box with a personalized invitation, they will be able to view the details of the event by scanning the code provided on the invitation. The sponsored event will foster a sense of community among loyal Papa John’s customers (Rewards members), and will provide an incentive for repeat purchases.
Papa Crush As New York 2.0 becomes more acclimated to the city, they would have begun to network with and meet people. Papa John’s will recognize this surge in social activity by encouraging players of Papa Crush (accessed through the mobile app) to play the game with their connections on social media. Not only will this process help enrich the social experience of the user, this native advertising tactic will reinforce and spread the message of the Papa Rewards program through repeat use.
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Loading Screen
Papa Map App
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Flowchart
Papa Map App
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Subway Map
Papa Map App
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Papa Crush Game
Papa Map App
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Banners
Scavenger Hunt Game #NYCHunt
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Street Stickers
Scavenger Hunt Game #NYCHunt
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Phase II Flashlight
#extrameat
Papa Knows What I Want!
Outdoor Ads
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Sharing
Social Media Marketing
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Secret Party
Event Marketing
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