According to a news report from online.wsj.com, “Pizza chain Papa John’s International is about to start taking some new phone orders, but this time there won’t be a voice on the other end.”
“The restaurant chain is rolling out a service that lets customers order pies via text message. Customers first create an account online where they save as many as four different “favorite” orders that include any combination of pizza, sides and drinks, as well as a delivery address or carry-out information and payment type. Once that’s complete, customers can send a text message at any time using the shorthand “FAV1,” “FAV2,” “FAV3” or “FAV4,” said the story. “A big part of Papa John’s motivation is marketing. The company hopes that text-message ordering will provide a new channel for it to hit customers with such things as coupons and updates on new menu items. Another catch for consumers: As with all text-message services, standard text-messaging fees apply.”
“The chain, based in Louisville, Ky., trails Yum Brands‘ Pizza Hut and Domino’s in the pizza-delivery sector, and has a much smaller ad budget than its rivals. As a result, it has long had to rely on stunts and new technology in its marketing. It was the first of the three to introduce online ordering in 2001 — Pizza Hut and Domino’s only rolled out the service nationwide this past summer — and some 20% of Papa John’s orders now come via the Web,” according to the article.
