Case Studies

Papa John’s Mobile Ordering Promotion

Campaign: 
Ordering pizzas with the NeoReader is easy, fun and convenient.
Company: 
Papa John's
Image: 

In summer 2008, Papa John’s launched its mobile ordering website, enabling
consumers to order pizza directly from their mobile phones. Papa John’s was
looking for a mechanism to encourage consumers to sign-up for this new
service.

Objectives: 

¬ Reinforce Papa John’s innovative image
¬ Drive consumers to register on Papa John’s mobile website

Approach: 

Select consumers in Papa John’s markets across the country received a mailer containing a 2D barcode. When the barcode was scanned with a mobile phone, consumers were directed to Papa John’s mobile ordering website where they received a promotional code for free pizza.

Consumers seeking a free pizza texted in the word PIZZA, which prompted the delivery of instructions on how to install the NeoReader mobile barcode scanning application onto their mobile phone. Once the NeoReader application was installed, consumer’s could scan the 2D barcode on the mailer which linked directly to Papa John’s mobile ordering site. Existing Papa John’s online users were prompted to login and first time users were asked to create a new account to receive their free pizza.

Results: 

Pizza chain Papa John’s International Inc. has generated more than $1 million in sales from mobile Web orders in less than six months after offering that option to consumers [source: Mobile Marketer; http://www.mobilemarketer.com/cms/news/commerce/2211.html].

Papa John’s was the first in their industry to offer consumers 2D barcodes. The number of consumers installing the NeoReader was consistent with direct mail response rates, but the number of consumers who scanned the codes with the NeoReader was exceptionally high.

Papa John’s was also able to gain valuable information regarding mobile registration and consumer preferences to be used in refining mobile programs moving forward.

Product(s): 
NeoReader
Meta Tags: 
restaurant, Papa John's, mobile barcode, mobile marketing, qr code
H1 Tags: 
restaurant, Papa John's, mobile barcode, mobile marketing, qr code