Papa John’s Getting High Marks for Hemp

 

You have to give Papa John’s credit to the new team at Papa John’s for changing the PR narrative after the departure of it found John Schnatter.   With sales slumping, customer backlash, and franchisees clamming for new messaging the new team went to work and wall street and the public has forgiven the missteps according to Steven Johnson, Grocerant Guru® at Tacoma, WA base Foodservice Solutions®

While not the first chain to put cannabis / hemp products on the menu in a big way, Papa John’s has become the first global quick-service restaurant brand to put superfood hemp seeds on the menu, with the launch of its new limited-edition Hemp Sticks in two key markets. 

Ok, they are not doing it in the U.S. yet, Johnson believes Papa John’s ability to test these new products along with new messaging will prove a valuable asset as the U.S. moves closer and closer to evolving the laws regarding cannabis / hemp nationwide. The trial is now available in the UK and Russia, the launch marks Papa Johns’ first major product innovation of 2022, as it seeks to further strengthen its ‘Better Ingredients. Better Pizza’ commitment to food superiority, a key component in last year’s rebrand announcement.

It already sounds good, handmade using Papa Johns’ fresh never frozen, six ingredient dough, the Russian Hemp Sticks recipe uses Papa Johns’ special garlic sauce and a sprinkle of shelled hemp seeds, while the UK recipe swaps special garlic sauce for garlic butter sauce and also includes mozzarella.

Regular readers of this blog know, Gen Z and millennials have become the biggest purchasers of better-for-you Reasy-2-Eat and Heat-N-Eat fresh prepared food. Now the halo of grocerant niche fresh food trend has clearly been embraced by Papa Johns.   

The fun part will be watching and listening to the new product launch and its integrated marketing campaign.  Then we will see just how independent nutritionists and media personalities respond to the hemp offering? Do you think they will be able to drive consumer trial of hemp seeds by debunking popular misconceptions? Our Grocerant Guru® thinks they can, as this has proven to be a ground-up not a top-down marketing choice. What consumers want, they get, even if it takes 40 years.

The back story; this latest campaign is also underpinned by new Woodstock-inspired creative to highlight that hemp is high in plant protein, vitamins and other nutrients. PR, social media and paid media promotion will be deployed in both launch markets.

Messaging to Gen Z and Millennials the PR will focus on demonstrating the euphoria of natural highs, executed as ‘highest’ food delivery stunts. The UK stunt stars TV daredevil turned plant-based chef, Matt Pritchard, abseiling down a cliff face to deliver the Hemp Sticks. In Russia, ‘roofer’ influencers, Angela Nikolau and Ivan Beerkus, will receive their delivery by drone, at the top of skyscraper.

Jo Blundell, VP of International Marketing at Papa Johns, stated, “With the launch of Hemp Sticks, Papa Johns has become the first global [quick-service] brand to make superfood hemp available to all. Premium, innovative ingredients are the very core of our pizzas, so Hemp Sticks will offer pizza fans a new way to enjoy our iconic breadsticks and help to dispel some of the misunderstanding surrounding this 100% legal, delicious seed.”  Is your brand looking outside the box for top-line growth and bottom-line profits?

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869

At Domino's Sharing is Caring

 

In a battle for share of stomach leaderships matters. Regular readers of this blog know that a high tide lifts all boats.  Well, in the battle for share of stomach Domino’s knows its customers eat more than just pizza.  They also know that the halo of ‘better-4-you’ extend beyond its four walls.

Focusing on its customers first, select Domino's stores throughout Boston, Phoenix, Louisville, Denver, and Laredo, Texas, bought thousands of $50 gift cards from local restaurants and surprised randomly selected Domino's delivery customers with them in early November. That my friends is how an industry leader shows it leadership, customer knowledge, and edifies it standing within the retail foodservice sector according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Our readers know that Domino's is the largest pizza company in the world.  Most of them know it is actually made up of stores owned by hundreds of independent franchise owners, with more than 95 percent of them started out as Domino's delivery drivers or pizza makers.

Those franchisees know how hard it is to run a business, and they see the impact that substantial fees from delivery app services have on small restaurants. In recent weeks four Domino's franchisees and one corporate-owned store have helped some beloved local establishments impacted by delivery fees.

Select Domino's stores throughout Boston, Phoenix, Louisville, Denver, and Laredo, Texas, bought thousands of $50 gift cards from local restaurants and surprised randomly selected Domino's delivery customers with them in early November. 

In a Battle for Share of Stomach

are you winning?

So, participating Domino's stores across the Greater Boston, Phoenix, Louisville, Laredo and Denver areas bought thousands of $50 gift cards from local restaurants, randomly gave them out to Domino's delivery customers, and encouraged them to use the gift cards by ordering directly from the local restaurants so they could avoid delivery app fees. These local Domino's stores gave away more than $100,000 worth of gift cards from locally owned grills, taco places, barbeque joints, bakeries, delis and more, to roughly 2,600 customers throughout early November.

Russell Weiner, chief operating officer of Domino's, stated, "Running a restaurant is tough. Our franchisees benefit from being part of a brand that has operations and technology built for delivery," … "However, many small restaurants don't have a system for delivery. Meanwhile, third-party delivery apps are charging local eateries high fees to deliver, which are taking away much of their earnings. Domino's and its franchisees were inspired to pay it forward in these communities by helping drive business to a few neighboring restaurants – without the substantial fees."

Irene Li, owner of Mei Mei in Boston, Massachusetts, stated, "We love that Domino's has supported other restaurants and driven their customers to these mom and pops that could really use the help,"

Domino's is committed to supporting the local restaurants and people that make our communities vibrant. If you're not getting Domino's, skip the delivery apps and order directly from a local restaurant. That my friends is sharing and caring during this Holiday Season that is good for all.

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869

Wingstop Better-4-You Better-4-all of US

 

Grocerant niche mix and match meal bundling is a hallmark at Wingstop. Consider all of the flavors of wings and full-flavored sides that can be mixed and matched into a perfect game day, any day, meal, or snack, into a customized better 4 you experience.  However, it is the power of quality messaging choices at Wingstop that drive customers back time and time again. 

It not just the food that consumers think is better-4-you at Wingstop, its new uniform program is a valued brand messaging platform as well.  Their new uniforms feature an array of clothing made from recycled plastic water bottles. Yes, made from water bottle! You have to like that!

So, based on Wingstop’s anticipated order volume and usage, the brand estimates more than two million plastic water bottles will be recycled to make the new clothing. Sustainable clothing is just one of many initiatives Wingstop is implementing to support its Environmental, Social and Governance (ESG) efforts.

Wingstop Chief Growth Officer Marisa Carona, stated, "As Wingstop continues expanding and growing, we're mindful of our footprint and how we give back to the communities in which we serve," … "The new uniform program is an exciting step toward making large-scale changes for the better and is a great asset as we continue curating a highly-engaged workforce that is proud of where they work and what that company stands for."

Get this, the stylish yet eco-friendly uniform line from The LogoLink Group, affiliate partner of Boundless Network, features a front of house "crew member tee," back of house "chef shirt," manager polos, caps and visors as well as optional outwear like vests and jackets. Not only can team members feel great in updated fashionable and functional uniforms, they can also feel good about reducing their footprint. Sample benefits from Wingstop's sustainable uniforms:

·         Crew member tee = 6 bottles

·         Chef shirt = 10 bottles

·         Manager polo = 20 bottles

Once the great branded messaging continues, with the launch of Wingstop's new uniform program comes just months after the brand moved into its new Global Support Center (GSC) in Addison, Texas, which is 100 percent powered by local wind from the Engie Live Oak Wind Farm in San Angelo, Texas. After acquiring the building in 2019, the three-story, single occupancy corporate office building underwent a complete interior renovation requiring more than a year of design and conceptual strategy. Excess building materials, furniture, and office supplies collected during the renovation were donated on behalf of Wingstop Charities to the Dallas Area Habitat for Humanity, Genesis Women's Shelter, and Cristo Rey Fort Worth College Prep.

There is more, to capture Wingstop's great work and commitment to ESG, Wingstop launched a website called Flavor for Good, which outlines three key focus areas for the brand: waste management; diversity, equity and inclusion; and community. How is you brand messaging integrated?

Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Grocerant Niche Marketing Messaging Success Clues

Opening a foodservice operation is a dauting task.  Keeping it open, profitable, and top of mind with consumers takes a messaging that not only drives your brand messaging home but is a call to action. Success does leave clues and Jim Farrell is the founder of PRfirst, a public relations/marketing company, in Hanover, Mass. He recently shared some of his tips and hint’s on how to keep you brands messaging top of time with consumers.

Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, stated a proper press release can drive as must awareness as most printed advertisements for small growing companies.”. Note any edits were by our Grocerant Guru® for added clarity.

Jim Farrell began, “Don’t overlook the tried-and-true (and often under-utilized) press release or public relations (PR) effort to help position your company as a “top of mind” choice.

A press release is a straightforward “who, what, when, where, why” announcement that if done properly should find its way into a variety of newspapers and magazines and onto some key websites.

Tell your customers and potential customers your good news through a PR campaign that targets your local media — from the community newspapers to business journals and the dailies that cover your market. If you want to “get noticed” in the industry, definitely include the industry trade journals.

PR is different from other forms of marketing because it is “earned media,” which means that news outlets include your information generally at no cost to you because it is deemed newsworthy. That distinction carries with it the third-person validation of someone else saying good things about your business.

Over time, PR can accomplish two important goals: (1) Boosting a company’s brand recognition and visibility through Google and other searches, and (2) Establishing the business as an industry thought leader.

News outlets are generally interested in publishing/posting legitimate news about your business because many lack the resources to aggressively cover the news of smaller businesses and instead rely upon external submissions from the companies to fill the gap in coverage.

A press release can also serve as a springboard for larger coverage. Curious writers and editors may also be interested in an interview, a profile or even a contributed “thought leadership” piece from you on a topic such as, “Ten trends in fast food in the c-store industry.”

Whether you use the services of an outside public relations firm or have an internal marketing person or team to assist, here are a few basic guidelines.

1.       Your chances of having your news published or posted are greatly enhanced if what you submit is genuinely newsworthy. The “rookie error” of do-it-yourselfers is not understanding the difference between news and advertising. For example, offering 25% off a product line for the month of June is not news — unless you are donating the proceeds to a local non-profit that feeds the homeless. New hires and promotions, expansions, community charitable good works, new locations, awards won and new products are among the topics that make for good press releases.

2.       News releases should be written in a very simple, factual, straightforward way. Remember the 5Ws – “who, what, where, when and why” — in writing. The introductory sentences should clearly tell the story.

3.       News should be written in the third person. It is about (but not “by”) the company. For example, “John Smith, CEO of XYZ  local chain of grocerants, was named Citizen of the Year by the Smalltown Chamber of Commerce.”

4.       Include contact information. Someone at your company should be readily available to answer questions in case an editor or reporter wants to call and ask (quick callbacks are key).

5.       Remember that the goal of a press release is to inform, not promote.

6.       Where appropriate, include a picture. If it’s a new hire or new promotion, a good head-and-shoulders photograph is a plus.

7.       Check with the outlets that will receive your press release as to their preference for format. You can find contact information for media outlets with some careful (Google) research. Typically, the body of press release is embedded in the email message and the subject line should summarize the story. If sending to multiple recipients, put all addresses in the bcc column.

8.       Don’t submit news more often than every other week (unless it is truly “breaking news”).  More frequent distribution may wear out the welcome mat for you and lead to less coverage.

9.       And when you do get placements, the links to the coverage look good on the “in the news” section of your website, or on your social media pages.

Success at PR is more about consistency than magic. Well-written news releases that address topics of interest to editors should yield favorable results. Good luck, and good publicity!

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information. 

Pizza Hut Fills Papa John’s Void

Papa John’s leadership challenges have created an open opportunity one of its chief rivals Pizza Hut.  There is no doubt now that Papa John’s franchisee are paying the price for recent leadership missteps according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

When Pizza Hut announced that they have added the Los Angeles Rams and Chargers to its roster of local team partnerships for the 2018 NFL season it was clear it will take years for Papa John’s to recover from the miscues of its leadership team and that Pizza Hut has found its new electricity to drive top line sales and bottom line profits. . 

Zipporah Allen, chief marketing officer, Pizza Hut stated “Since their return to Los Angeles, Rams fans have ignited a new wave of excitement with NFL fans. We are proud to partner with the team and elevate the fan experience all season long,” Throughout the multi-year partnership, Pizza Hut will team up with the Rams to bring fans exciting new activations in the stadium and give fans watching the game from home the opportunity to win one-of-a-kind prizes every week through a new digital platform launching in September.

Jamie Reigle, executive vice president of business operations for the Los Angeles Rams stated “As Los Angeles gets back to football, we’re thrilled to partner with Pizza Hut to enhance the game-day experience for our fans,”  “We are proud Pizza Hut has chosen to amplify their NFL partnership with us and we look forward to working together to deliver creative ways to bring our fans closer to the Rams all year-round.” 

The multi-year partnership will provide Pizza Hut with an array of marketing rights, benefits and designations that will unmistakably connect the brand with Chargers fans throughout Los Angeles.

Chargers president of business operations A.G. Spanos  “As an organization, everything we do begins and ends with the fan in mind,” “With the start of football season right around the corner, we’re excited to establish a local relationship with league partner Pizza Hut—one that enables the Chargers to bring additional value to our fans while creating fun new ways for them to engage with both brands.”

So, what is your new electricity driving top line sales and bottom line profits?  Are your customer counts growing?  According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, sports partnerships, coins /currency urban clothing, grocerant consultants, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, , cash-less payments, digital hand held marketing.

Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing new avenues of distribution, fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.

Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant