Papa Johns

Building Profitable Transactions

Restaurant Marketing

We need an agency that can deliver smart, efficient solutions on a daily basis. Brandience never disappoints.

Mike H., Co-Op President

Papa Johns

Sometimes I think our agency knows us better than we know ourselves. They continue to challenge us with a fresh perspective that keeps our marketing efforts sharp. We need an agency that can deliver smart, efficient solutions on a daily basis. Brandience never disappoints.

Mike H., Co-Op President

Papa Johns

Papa John's franchisees had built much of their business through heavy discounting primarily through sports sponsorships. While the sports audience remained very important to the brand, the brand needed to build more profitable transactions.

Shift from discounting to value

Brandience developed local market messaging that helped shift the consumer mindset from discounting to quality ingredients and value to better align with the national Papa John's focus.

Brandience tapped into our experience as a digital marketing agency for restaurants, focusing on media channels that continue to reach the sports audience. Social media continues to be a valuable channel. We needed to maintain the high level of engagement the brand received from past sports activations, as well as the bottom of the funnel sales opportunities social media provided for online pizza sales.

Sports influencers beat sports activations

Brandience identified and onboarded sports influencers to expand our reach and tout the new product messaging (not discounts). We paired that with a strong paid social media layer. These highly focused initiatives replaced discount activations and proved to be a winning formula.

98% return on ad spend

Local market campaign results saw a 244% increase in online purchase conversion value along with a 98% increase in Return On Ad Spend (ROAS).

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Capabilities

Advertising

Brand Strategy

Creative

Data Analytics

Digital

Media

Social Media

Common Questions

How can I use these insights for my restaurant marketing strategy?

These insights can help you sharpen your media strategy across digital and traditional channels, identify high-value consumer segments worth targeting, and optimize promotions to drive loyalty and growth. The report reveals key behaviors like heavy online/social media usage, sports viewing habits, and attitudes toward delivery services that can inform your marketing approach.

Which Ohio markets are included in the research?

The report covers five major Ohio markets: Cincinnati, Cleveland, Columbus, Dayton, and Toledo. The analysis draws on syndicated research from Nielsen Scarborough to provide market-specific insights for each region.

What defines a "heavy user" in this report?

Heavy QSR and sit-down restaurant users are defined as consumers who visit these establishments five or more times in the past 30 days. This group represents the most valuable and influential diners in the category across the five Ohio markets studied.