FIGARODIGITAL.CO.UK
ANDREW GALLAGHER, SENIOR DIRECTOR OF MARKETING AT PAPA JOHN’S
Convenience is a key factor in the food delivery industry. How are Papa
John’s adapting to mobile retail and instant payments? In terms of technology, my belief is
that you continually need to adapt and our aim at Papa John’s is to be at the forefront of new ordering and payment methods. We’re currently working on signifi cant updates to our online experience across all devices which will see us adopt the latest responsive technology. Whether it’s PayPal, Paym or Pingit, we want the widest choice for our customers when it comes to how to pay. Thinking more broadly, mobile is
BEING AT THE FOREFRONT CAN MEAN TAKING A RISK ON UNPROVEN TECHNOLOGY”
key to interaction at all stages of the journey. Whether it’s a deal activation through Twitter like our ‘Score Twice, Half Price’ promotion, or how you view your Papa Rewards points and claim your free pizza, everything needs to be available across all devices
Sometimes,
being at the forefront can mean taking a risk on unproven technology, but I think customers make
PAPA JOHN’S
Digital channels have had a huge impact on the food
delivery sector. Figaro Digital caught up with Andrew Gallagher, Senior Director of Marketing at Papa John’s, for some fresh take-aways on the take-away industry
allowances for that and acknowledge a brand’s efforts to stay at the cutting edge.
Papa John’s recently partnered with customer engagement company
Rant & Rave to help collect customer feedback. What has that relationship enabled you to achieve? Rant & Rave has allowed us to see
what’s really going on out there and what customers really feel about the Papa John’s product and service.
There are two key things it gives us. The fi rst is volume: over 50,000 individual items of customer feedback in less than four months. Secondly, feeling; this is instant, freeform feedback from our customers which means we get an in-the-moment response. The beauty of Rant & Rave is that
whilst it tells us that, in the majority of instances, our franchises are doing a fantastic job and that customers love our pizzas, genuine feedback shows us the little things we can do to make our customer experience better – whether that’s small changes to our website, a higher accuracy of stated delivery times or a change to our sides selection. It gives us the chance to continuously improve. It’s also fantastic for getting immediate reaction to new products and promotions which allows us to make better forward decisions. One of the most exciting aspects
of our relationship is the ability to co-innovate. We’ll shortly be implementing a new solution, ‘Amplify’, which will help us encourage our most satisfi ed customers, or ‘Ravers’, to spread their positive word-of-mouth online.
papajohns.co.uk
33
%
OF TRAFFIC FROM GOOGLE’S ORGANIC SEARCH RESULTS GOES
TO THE FIRST ITEM LISTED. SOURCE: SEARCH ENGINE WATCH/CHITIKA0
THE AVERAGE BRITON SPENDS SIX HOURS A WEEK PLAYING GAMES, JUST OVER 11% OF THEIR 52 HOURS OF MEDIA CONSUMPTION – THE SAME SHARE ACCOUNTED FOR BY SOCIAL MEDIA BUT LESS THAN
LISTENING TO MUSIC (14%). SOURCE: IAB
OF PEOPLE WANT BRANDS TO MAKE ADS FEEL MORE LIKE
STORYTELLING OR GAMES. SOURCE: 8 MILLION STORIES
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