Papa Johns Rebranding

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Papa John’s will lose the apostrophe, signaling a distancing from its founder and owner, John Schnatter. An AdAge article chronicles issues with Schnatter, starting with his blaming the NFL’s handling of players “taking a knee” and ending with his taking out an ad in a Louisville, Kentucky, newspaper, shown here. The ad reads, “The Board wants to silence me” and points to his own website, savepapajohns.com.

Papa John ad.jpg

The final straw was when Schnatter used the “n” word and made other questionable racial comments on a conference call. Soon after, Schnatter was removed from the board of directors.

With the slogan, “Better Ingredients. Better Pizza,” the company hopes to divert attention from Schnatter back to the pizza.

Discussion:

  • What’s your view of the revised company name? To what extent will the change achieve the company’s objectives?

  • Take a look at Schnatter’s website. The AdAge article says, “Who’s to say whether it’s delusional . . . “ What do you think? What does Schnatter hope to achieve, and how well does the site achieve his objectives?