Papa Johns is inviting customers to put every slice to the test with the launch of a campaign called Snap a Pizza, Get a Free Pizza.
Starting today, the two-week promotion “turns pizza night into an opportunity to be heard,” the brand said, encouraging customers to share photos and honest feedback about their orders. In return, they will receive a free large one-topping pizza.
Customer feedback is exactly what Papa Johns CEO Todd Penegor said he’d be looking for in the coming weeks as the chain, which has struggled with declining same-store sales, launches a new strategy called Unbox Better.
These insights will be used to improve the customer experience as Penegor and his team work on a “transformation” of the brand by renewing its focus on what he has called “the fundamentals.”
“We see the pizza pics, the unboxings and the hot takes online every day, and we know our customers aren’t shy about sharing what they think,” said Chris Lyn-Sue, global chief marketing officer at Papa Johns. “With Snap Pizza, Get a Free Pizza, we’re inviting that feedback directly. Every photo and every review helps us better understand what customers love and where we can improve as we continue our journey to deliver a better experience every time they choose Papa Johns.”
The promotion is open exclusively to members of the Papa Rewards loyalty program, who must opt in to receive SMS text messages. They will place an order through the app or website (a minimum order of $15 is required), then wait for a text from Papa Johns. Once the pizza arrives, they will take “a real, unedited photo” of the pizza before digging in; afterwards, they will upload the photo and provide their “honest feedback on the bake, crust and overall experience.”
Once the photo is received and confirmed, customers can unlock a free large one-topping pizza offer—with a minimum $5 purchase—on their next order.
Penegor announced the Unbox Better strategy in a blog post on Papa Johns’ website last week and in a Q3 2026 earnings call with investors.
In the online announcement, he wrote, “We know we don’t have all the answers. In the coming days, we’ll be inviting customers to tell us what they love about Papa Johns, where they can improve and what they’d like to see from us next. What we hear will help guide a steady set of product and quality improvements as we continue this work into next year. We want customers to be part of that process, because Better shouldn’t be something we define for them.”
