While Little Caesars maybe the best at carryout, it remains challenged with the need to translate its fun menu and marketing into sustained traffic around its higher price points sufficient to increase unit level profits.
Papa John’s is executing around a solid strategy of restoring its upscale positioning which, while working for now, may need to be tweaked towards value depending on the economy.
While Pizza Hut’s positioning is improving, the brand must still address value in a tough economic environment while it simultaneously completes its asset conversion in order to finish its evolution into a relevant competitor in the very challenging pizza segment.
Papa John’s positioning is around a relentless pursuit of “better” and bringing people together with quality differentiators that include: fresh original dough, fresh packed sauce, meats without fillers and pizzas with no artificial flavors or colors. The brand’s more recent marketing effectiveness is attributed to new creative that focuses on pizza quality together with a reallocation of ad spend away from high-cost national sponsorships into working media where it is able to reach a broader range of consumers more often.