Papa Johns’ “Papa Dippa” Leverages Handheld Innovation, Customization, and Flavor Play to Win Market Share

 

In a marketplace where menu innovation and consumer interactivity increasingly drive traffic, Papa Johns is doubling down on one of the fastest-growing foodservice trends: handheld, customizable eating occasions according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. With the launch of Papa Dippa, the brand’s first-ever pizza built exclusively for dipping, Papa Johns is staking a claim in the growing territory where portability, personalization, and participatory dining converge.

 

Why Handheld Foods Dominate Today’s Food Culture

Consumers want food that moves with them. According to Technomic’s 2025 Snacking Consumer Trend Report, 64% of U.S. consumers say handheld foods fit best into their “eating on the go” lifestyle, and 58% say shareability influences their food purchasing decisions. Handheld foods aren’t just convenient—they’re social.

Papa Dippa delivers on that demand. Constructed with Papa Johns’ signature six-ingredient dough, its firm edges and strip-like format transform pizza into a dipping-friendly, shareable centerpiece. This aligns perfectly with consumer preferences for formats that are both snackable and meal-capable.

 

Dipping: An Interactive Ritual That Works

The dipping ritual is interactive by design, and that’s what makes it powerful. According to NPD Group, 71% of Gen Z and Millennials report they are more engaged with foods they can customize or personalize.

Data also shows dipping isn’t just a side note—it’s a revenue driver. Datassential’s 2024 Flavor Report found that 56% of pizza buyers purchase at least one dipping sauce with their order, and 43% say they are willing to pay more for premium sauces. Garlic, spicy, and herb-forward flavors rank among the fastest-growing dipping profiles.

Papa Johns’ new garlic-forward sauces are tailor-made for that demand:

·       Roasted Garlic Parmesan – a Caesar-inspired classic

·       Garlic Hot Honey – sweet-heat innovation that taps into the fastest-growing sauce trend (+36% YOY menu penetration per Datassential)

·       Creamy Garlic Pesto – a premium, herb-forward option signaling quality and culinary depth

The combination makes Papa Dippa more than a product—it becomes an experience platform, where every bite is a customizable choice.

 

Competitive Context: A Market Hungry for Options

The U.S. pizza market is dominated by three players: Domino’s (33% share), Pizza Hut (24% share), and Papa Johns (16% share), with the remainder split among regional and independent operators (Technomic 2025 data).

·       Domino’s has maintained leadership by leveraging technology (its app drives nearly 80% of sales) and a strong value focus.

·       Pizza Hut has leaned into nostalgia-driven promotions (Big New Yorker, Melts) but has struggled to grow traffic.

·       Papa Johns has differentiated with innovation (Papadias, Epic Stuffed Crust, Shaq-a-Roni) and flavor-forward marketing.

That differentiation has shown results: Papa Johns posted a 3.2% increase in North American same-store sales in Q2 2025, compared to flat growth at Domino’s and a 1.8% decline at Pizza Hut. Limited-time offers (LTOs) like Epic Pepperoni Stuffed Crust have consistently driven traffic bumps, and Papa Dippa is positioned to build on that momentum.

Why does that matter? 78% of consumers say customization builds long-term loyalty (Technomic, 2025). While Domino’s and Pizza Hut continue to compete on price and delivery efficiency, Papa Johns is carving out brand equity by letting consumers actively participate in shaping their eating experience.

 

International Growth: Global Appetite for Handhelds

Papa Johns isn’t just leaning on domestic growth. The chain has opened over 200 international units in the past 18 months, with strong expansion in the UK, Middle East, and South Korea. International revenue now accounts for roughly 25% of Papa Johns’ total system sales, and handheld-friendly, customizable products like Papa Dippa are well-suited to global markets.

·       In Europe, handheld foods dominate snacking culture, with street-food style formats driving quick-service innovation.

·       In the Middle East, dipping and sauce-driven eating rituals are already embedded in local cuisine, making Papa Dippa an easy cultural fit.

·       In Asia, particularly South Korea and China, consumers have embraced menu innovation at Papa Johns, with localized dipping sauces and toppings already gaining traction.

By launching Papa Dippa as a limited-time offer in the U.S., Papa Johns has the option to export the concept internationally—where dipping, customization, and handheld sharing align with consumer behavior and demand for “fun food.”

 

Grocerant Guru® on Papa Dippa’s Potential

Steven Johnson, the Grocerant Guru®, highlights why this launch matters:

“Papa Dippa is designed for the way consumers eat today—handheld, interactive, and fun. The dipping element transforms pizza from a static product into a dynamic occasion. When consumers feel like they are personalizing their food in real time, they build stronger brand attachment. Papa Johns is smartly leveraging that insight to create repeatable excitement.”

Johnson adds that handheld, customizable foods are among the fastest-growing prepared-food categories in both restaurants and retail grocery channels. By anchoring Papa Dippa in sauces and interactivity, Papa Johns is creating an offering that can scale across global markets where dipping and flavor play are already consumer rituals.

 

Think About This: It’s More Than an LTO

At $13.99 nationwide, Papa Dippa may look like a simple limited-time offer. But for Papa Johns, it’s a strategic innovation that reinforces the brand’s edge in customization and consumer engagement. By leaning into handheld design, garlic-forward sauces, and participatory eating occasions, Papa Johns is positioning itself as the most interactive player in the pizza segment.

In a market where handheld foods, dipping, and personalization are shaping the future of foodservice—both in the U.S. and abroad—Papa Dippa could prove to be not just a win for Papa Johns, but a blueprint for how brands grow loyalty, traffic, and market share globally.

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter