Papa John’s International (PZZA) 27th Annual ICR Conference 2025 summary

Leadership and organizational changes

• Built out a new leadership team, filling key roles in technology and marketing to drive future growth.

• Expanded responsibilities for existing leaders to enhance global development and international business.

• Emphasized continuity and stability to foster optimism among franchisees.

Strategic initiatives and operational focus

• Prioritizing operational excellence, training, and simplification in restaurants, including SKU rationalization.

• Revamped loyalty program to offer immediate cash rewards, improving value perception and customer engagement.

• Investing in technology, including CRM pilots and app improvements, to create a frictionless customer experience.

• Focusing on core markets in the U.S. and narrowing international efforts to the most impactful countries.

Marketing and value strategy

• Increased marketing investments, especially in digital and local advertising, to boost brand presence.

• Adjusted national and local ad fund allocations, aiming to reestablish local co-ops for regional impact.

• Evolving media mix to connect with next-generation consumers and enhance share of voice.

• Loyalty program changes now result in over 70% of transactions earning rewards, reinforcing value.