Of all its ingredients, it is perhaps the characteristic pepperoncini in dad Johns who distinguishes the pizza chain most of its competitors.
Dad Johns places one of the Mediterranean grown pepperoncinis In every pizza box Together with free garlic dip sauce. Just like Fortune Cookies in a Chinese Restaurant or Andes Mints in Olive Garden, this Freebies are a bit hospitality to surprise customers and build loyalty in a remarkable unfaithful fast food category.
Now Dad Johns goes the pepperoncini one step further by placing him straight in your drink: “Cini Dirty Soda” is citrus soda with a spicy, pepper kick.
How Dad Johns went all the way to a Pepper brand
The brand extension takes place at a time when Dad Johns is investing $ 25 million more in marketing this year to improve the revenue growth of 1% on an annual basis.
Although such shocking food investigations are nothing new, the pizza chain has been working deeper in its brand for a while. Dad Johns released a new brand identity last year with a pepperoncini yellow -green in his color palette in addition to colors such as red that sauces and pepperonis evoke.
[Photo: Papa Johns]
In combination with a dough -like adapted font called Pappy, it is a brand that is designed to remind you of pizza with a free side of pepper. Now the Pepperoncini has become the inspiration behind a drink with a limited edition with Mountain Dew.
Instead of selling the drink in his stores, Papa Johns made it as a limited edition, do-it-yourself kit that is only available online. The Dad Johns recipe Calls up to 8 ONS Bergdew and a quarter of us Pepperoncini brine with a pepperoncini-brine-en-own edge and a pepperoncini for garnish. It was already sold out and Dad Johns says it was one of the most involved Sweepstakes that the chain has ever done.
“The dirty soda trend is increasing, and with our renewed approach we thought it was the perfect opportunity to infiltrate culture with our iconic fan favorite garnish,” Papa Johns CMO Jenna Bromberg tells Fast Company. “Our quality ingredients are our point of differentiation, where we concentrate as a brand.”
The “Cini Dirty Soda” uses the dirty soda-hedge from stores such as Swig and Sodalicious while embraces the trend to adventurous taste profiles for products such as products The pickles Soda Popeyes released last month. It also connects the Pizza chain to Mountain Dew, a soft drink brand that recently revised its visual identity and makes investments to become more culturally more relevant.
For a category that is as competitive as pizza, small gestures such as a free pepper and sauce can go a long way to grow and cement loyalty. Dad Johns finds new ways to lean in his characteristic Freebie.
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