Tag Archives: papa johns

The Metrics of Pizza

Earlier this week, I came across an analysis of the top five American pizza brands in social media. True Social Metrics took a look at the Facebook activity of  Pizza Hut, Domino’sPapa John’s,  Little Ceasar’s and Papa Murphy’s to evaluate the effectiveness of the brands’ social media campaigns. Here is what they came up with.

These analytics require some explanation and so I’ll give you a brief rundown.

The conversation rate refers to the number of audience comments or replies per post and provides quantitative as well as qualitative data about the audience. The amplification rate refers to the rate at which your followers take your content and share it through their network. The applause rate is the number of likes per post.
These measurements provide unique statistics that indicate what your brand is doing well and where it can improve.

Pizza Hut nailed it, with consistency cross the board and should just keep on keeping on.

Curiously, Domino’s takes the lead in the applause rate. “Liking” a post is the least engaging thing a follower can do, and so one might consider that the applause rate may not be the greatest indication of effectiveness. If the goal is to maximize audience participation, is Domino’s is posting enough engaging material?

Don’t let the graphic deceive you, Little Ceasars‘ is doing well. The brand is consistent in all three categories; the numbers are just smaller. This makes sense, with 6x less fans than Pizza Hut.

According to the study, Papa John’s‘ activity is dangerous because they have many comments but few likes or shares. What would cause this?  A closer look…

Check out a previous post on Papa John’s for more info on this controversy.

Lastly, Papa Murphy’s is doing alright. It might not hurt for them, like Domino’s, to reach out to their fans by posting more engaging content.

I was totally enlightened by these social media metrics and glad to share them with you guys. I think the most important thing to take away from this analysis is that numbers mean very little if the context and meaning behind them are neglected. These metrics are a way to view your campaign comprehensively, but brands should not make the mistake of ignoring the content behind the numbers.

For more information about how to measure a brand’s social media effectiveness, I reccomend Occam’s Razor‘s “Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value”.

NP 4/30

2 Comments

Filed under Campaigns, Media Literacy, NP, Social Media

Papa’s Story

Marketers spend much time and energy figuring out how best to create brand loyalty for their clients. Brand loyalty can be described as the extent to which consumers are faithful to a brand (repeat purchases), regardless of marketing pressure by competing brands (Business Directory).

An effective way to create brand loyalty among todays consumer is to create a narrative your target audience can relate to. “Storytelling—in its many forms—is one of the most powerful tools for presenting the truths of your product, service, or brand” (MarketingProfs). A storytelling approach can “help brands more empathically interconnect with the buying minds of their customers. There is simply more for them to hold onto” (MarketingProfs).

Lets look at this narrative Papa John’s put together in 2011.

“Stories are slices of life that can subtly reflect bits and pieces of common ground between consumer and brand” (MarketingProfs).  In what ways does “Papa John Telling the Papa John’s Story” execute this well?

Nostalgia. John Schnatte, CEO begins his monologue by reminiscing about when he was young. “When I was growing up as a boy, my mentor was my papa.”  The audience relates, thinking about their own experience growing up.

Family values. Speaking warmly of his grandfather, he says that since the beginning, Papa John’s has never forgot what mattered most. “He had a fanaticism of doing things in a high-class manner…One of our fundamental beliefs from the get-go was we were gonna be a family run, independent pizzeria–no matter how big we got.”  Even though Papa John’s is a franchise with over 4,000 stores nationwide, Schnatte asks that you still think of the company as a mom-and-pop shop.

Just like you. When I was fifteen I was wershing [washing] dishes…and I hated washing dishes and the…brothers gave me a raise, and I got to make pizzas. I worked as a dishwasher for close to five years. I hated washing dishes. I got a raise. Now I’m starting to relate to this guy! Throughout the video, we see scenes of this millionaire working side by side on the assembly line with his “teammates”, laughing and getting his hands dirty, “saucin” and “slappin the dough”. This can make an audience think he’s in the kitchen making pizza. He’s not.

Care about employees. “The thing I am most proud of today is our 80,000 team members worldwide, they don’t do anything second rate…[they] put their best foot forward…We founded Papa John’s with two simple premises: take care of your people, and make the best pizza you can.” Papa John’s isn’t like other companies that treat their employees badly. Schnatte cares about his workers and values them so much he calls them his teammates.

Do you think Schnatte really feels this way about his teammates, after comments he made suggesting Papa John’s would cut employees’ hours and raise prices in anticipation of the Affordable Healthcare mandate?

Better Ingredients, Better Pizza, Better get a second Job

Are you loyal to any brands because of a story you were told? Research the WHO behind the marketing in order to distinguish between what the company wants you to see and what’s actually there.

W/P Option 2: 04/19

6 Comments

Filed under Campaigns, Ethics, Media Literacy, WP

Every Pizza Ad Ever

Watch Telekinesis Studios “Every Pizza Ad Ever“, a parody of what I think may have been in jest of Papa John’s commercials.

Compare to:

and:

The last one was a little bit sexy, don’t you think? I think what makes Telekinesis Studio’s parody funny is that it is so accurate. Despite that fact that there is an evident formula to making a pizza commercial, Papa John’s commercials are very effective in stimulating behavior in the audience (to go out and buy Papa Johns Pizza!).

A few persuasive techniques being utilized in these ads taken from the ACME Coalition for Media Education:

Plain Folks: The opposite of testimonial; persuading by appealing to the common man or portraying yourself as “just one of the guys/gals.” CEO and Founder of Papa John’s portrayed as just an average Joe starting up a multi-millin dollar pizza chain. He reaches out to his customers by revealing a little about himself: his favorite pizza.

Beautiful People: Persuading through images of good-looking individuals to sell products, lifestyles, behaviors, or ideas. There’s no denying Papa is a handsome guy! And the make-up helps!

Hyperbole: Persuading by making exaggerated claims. Found all the time in advertising media. “Better Ingredients, Better Pizza, Papa Johns”. Better than what, really? And how do we know?!

Reptilian Brain: In the second Papa Johns commercial, the slow motion images of the food being prepared targets a part of the human brain known as the “Reptilian” brain. This brain reacts to stimulation in four ways: Eating, Mating, Fighting, or Flighting. The slow images of the food trigger the primal brain to want to eat.

Do you see any other persuasive techniques in these commercials that might make an audience want to order for delivery?! Let me know your thoughts below!

NP 4/09

4 Comments

Filed under Media Literacy, NP

Fallacious Pizza Advertising

The average American living in a city sees an estimated 5000 advertisements a day. Rarely is a blank space unfilled. It is becoming increasingly important to view these ads with thoughtful criticism. Identifying fallacies (errors) in arguments as they are presented to you can help you to become more media literate, educated consumer. The top three pizza chains spend just over  half a billion dollars annually on media (Domino’s $185.5 million, Pizza Hut $219.6 million, and Papa Johns $112 million). They are no exception to using fallacious arguments to ultimately persuade the audience to buy their pizza.

The pizza commercial above depicts a heartfelt conversation shared between a father and his son over pizza at CiCi’s. The father is ranting about consistency in baseball while perusing the buffet. The son is listening intently. Toward the end, the son calls his Dad out on taking three different kinds of pizza, negating his father’s point about consistency. The Dad laughs off his son’s cheekiness, and they go to enjoy their meals.

This is an example of one type of emotional fallacy called sentimental appeal. The goal of using a sentimental appeal is to distract the audience from the facts by using “powerful images that evoke emotions in support of that conclusion”(Everything’s An Argument),  the conclusion being in this case that you can be a good Dad, too by bringing your kids to CiCi’s! This warm commercial encourages “Dads to take action in their kids lives”; the only solution for deadbeat Dads to strengthen relationship with their kids to grab a slice at CiCi’s and call it a day. Despite the superficial message, it has good value and CiCi’s is engaging in responsible communication.

Another fallacy in pizza advertising can be applied to the photo above, depicting an artful crop circle stunt done for the promotion of Papa John’s new 100% whole wheat crust. I have to admit, its a clever idea. I do not have the nutritional  expertise to know all of the benefits of eating whole wheat pizza crust, but I do know that healthy sells. Taking a “health” approach in food has been a major trend in food marketing in the past few years. The above crop circle is a creative example of an argumentative fallacy called bandwagon appeals. “Bandwagon appeals are arguments that urge people to follow the same path everyone else is taking” (Everything’s An Argument). Utilizing current trends often driven by mass media can be an effective way to market your product. When viewing advertisements, the audience must remember that they aren’t always so transparent. Papa John’s celebrates their new 100% whole wheat crust, which connotes healthier pizza. In order to become an informed consumer, the audience should educate themselves on how the dough is processed, but also on other ingredients that go into the pizza like cheese and sauce. One slice of a 14inch whole wheat crust cheese pizza from Papa John’s has “280 calories, 12g fat, 38g carbs, 5g dietary fiber, 13g protein, 730mg sodium” (Fitness). So, although the whole wheat crust might be the better alternative compared to the original recipe, if health is the primary concern, consider going elsewhere for a slice. Creative campaign, though, and Papa John’s is still participating in responsible communication because all of the nutritional information is available to their customers if they are interested enough to look.

WP 3/1

Leave a comment

Filed under Campaigns, Media Literacy, WP