Unlock potential with consumers’ stuffed-crust priorities.
Papa Johns took a deep dive into the minds of stuffed crust-lovers to identify consumers’ stuffed-crust priorities, product performance differentiators, and opportunities for communication optimization.
Papa Johns’ reformulation of their stuffed-crust communication strategy to focus on crust lovers’ priorities.
- Curion recruited 18 heavy QSR pizza customers whose favorite crust style is stuffed.
- An online qualitative research study provided in-context insight into consumers’ pizza eating experience.
- Consumers ordered pizza from a local Papa Johns and one from a national competitor, then completed two separate comprehensive surveys detailing each of the stuffed-crust experiences.
- Participants provided additional feedback including screenshots of the ordering process and video product reviews.
The insights from the research combined with the collaborative effort of the Papa Johns’ team helped drive a better understanding of the potential of stuffed crust.