Papa Johns launches new loyalty programme

It is partnering with Massive Rocket to refine its data use and offers.

Papa Johns is introducing a new loyalty programme as part of a broader effort to keep pace with shifting consumer habits and tighter competition.

The company is working with consultancy firm Massive Rocket to improve how it uses data to track market trends and tailor offers to customer behaviour.

“Brands today have to build emotional connections, not just transactions,” said Thierry Sequeira, CEO of Massive Rocket.

According to a report by Meaningful Vision, fast-food prices rose 6.9% year-on-year (YoY) in August 2025, driven by rising labour, food, and delivery costs.

Pizza prices climbed more modestly by 3.3%, but demand across the sector has stayed largely flat as cost-conscious consumers rein in spending.

"Customers are focused on value and increasingly willing to switch between brands," Maria Vanifatova, CEO of Meaningful Vision, said.

Like-for-like footfall at fast-food outlets dropped 1.3% in the first half of 2025, whilst pubs and restaurants saw steeper declines.

At the same time, promotions across the UK foodservice industry jumped 23%, with delivery platforms nearly doubling their offers.

Meal deals have become more common, rising from 16% to 20% of pizza menus, whilst limited-time offers and app-based rewards have become key tactics for attracting customers.

“Being able to see where the market is heading and respond with the right promotions and loyalty offers at the right time is helping us stay ahead," Kanchan, Senior Product Manager of Loyalty & Marketing Tech at Papa Johns, said.