After 18 months of exploring strategic alternatives, including a possible sale, Papa Johns announced in August that it would stay the course on its transformation plan. As part of that, it named Chris Lyn-Sue global chief marketing officer. A former head of international, he was picked for his credentials as a commercial marketer who can connect with franchisees, CEO Todd Penegor said.
The marketing organization's priority is to restore a traditional barbell model that pairs everyday value with promotional pulses, supported by national advertising and local work from marketing co-ops and field marketing teams. The company has said it will rebalance media toward mass exposure, stand up a field marketing team and reinstate co-ops for most of the system. Penegor framed the goal as competing better and being a cut above big-box QSR pizza players.
Papa Johns recently began delivery through Walmart Express Delivery, joining Subway and Dunkin' but becoming the first national restaurant brand on the platform fulfilled by locations outside Walmart stores. Its research found very little overlap between Walmart users and DoorDash or Uber Eats users, and Walmart already handles a high share of restaurant deliveries alongside household goods. Using Walmart's insights, the chain looks for moments when shoppers combine purchases, such as buying candy at Halloween. Lyn-Sue says the brand is growth agnostic and goes where behavior and convenience live, and he sees Walmart much like other third-party aggregators.
Lyn-Sue wants to go all in on reclaiming the "better ingredients" story. This summer's Disney and Pixar tie-in for "Toy Story 5" generated roughly 4 billion earned media impressions, with Pizza Planet experiences in Los Angeles, London, Seoul and Madrid. Expect existing rituals, such as free garlic sauce and pepperoncini in every box, to show up in creative and value-oriented promotions. Price matters, he said, but so does showing convenience and perceived value.
Keeping owned channels central while treating new delivery platforms as a way to be discovered by new people is a useful model for restaurant and retail brands. When adding a channel, confirm that the audience does not overlap with your current one, use platform data to design purchase moments, and prepare value messaging that goes beyond discounts. For the pressure on marketing leaders behind moves like this, see CMO Tenure Has Fallen 35% Since 2010 — The C-Suite's Pressure Cooker, in Numbers. If your brand needs a reset, see our services.
Walmart shoppers overlap very little with DoorDash and Uber Eats users, so the partnership reaches new customers, and Walmart data helps identify moments when people combine purchases.
A sales approach that combines everyday value with periodic promotional pulses, backed by national advertising plus local co-ops and field marketing.
Papa Johns' new global chief marketing officer. He previously led international and was chosen as a commercial marketer able to connect with franchisees.
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