London, October 3. As competition in the UK foodservice market intensifies, Papa Johns is turning to innovative data insights and customer engagement strategies to launch a new loyalty program and stay ahead of competition. Drawing on digital expertise from Massive Rocket the brand is enhancing its ability to respond to market trends and meet customer expectations more effectively.
New research from Meaningful Vision highlights the challenges facing fast-food and casual dining operators in 2025. Fast-food prices rose by as much as 6.9% in August year-on-year, driven by higher labour costs, food inflation, and delivery expenses. The pizza segment saw a more moderate increase of 3.3%. Meanwhile, customer demand has remained flat, with consumers more price-conscious than ever. Like-for-like footfall across fast-food venues declined by 1.3% in the first half of 2025 compared to the same period last year, while restaurants and pubs recorded more significant declines.
In this environment, brands need to be smarter and faster in their decision-making. Papa Johns is doing just that by using competitive data and marketing automation tools to better connect with customers and strengthen its market position.
“Operators cannot simply rely on price increases to protect margins anymore,” said Maria Vanifatova, CEO of Meaningful Vision. “And for pizza deliveries, the challenge is even greater, as the market is highly commoditised. Customers are focused on value and increasingly willing to switch between brands. Those who use data intelligently to create relevant and rewarding experiences will be the ones to win both market share and customer loyalty. Papa Johns’ strategy reflects this reality.”
According to Meaningful Vision’s analysis, UK foodservice promotions grew by 23 percent compared to the previous year, and delivery platforms nearly doubled their promotional offers. Meal deals became even more prominent, especially in pizza segment where they rose from 16 to 20 percent of menus. Limited-time offers and app-based rewards are now central to competitive strategy.
Papa Johns has been capitalising on these trends by deploying sharper promotions, competitive meal deals, and more engaging app-based rewards tailored to customer needs. The company has also explored loyalty enhancements inspired by findings that three-quarters of UK fast-food brands now offer app-based programs, many featuring gamification elements such as challenges, unlockable tiers, and instant prizes.
Massive Rocket, works with global brands to help them deliver personalised marketing communications. The team have helped companies like Papa Johns reimagine loyalty and engagement as a more dynamic, interactive experience.
“Brands today have to build emotional connections, not just transactions,” said Thierry Sequeira, CEO of Massive Rocket. “First-party data management and personalised communications are crucial for creating customer loyalty that lasts beyond the next promotion.”
With more international players entering the UK market and consumers demanding better value, Papa Johns continues to grow its footprint and invest in customer experience. By using data-driven insights and modern engagement techniques, the company has been able to maintain momentum even as the broader market faces stagnation.
“We’re committed to providing great value and a great experience,” said Kanchan Lad, Senior Product Manager of Loyalty & Marketing Tech at Papa Johns. “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.”
The UK foodservice market is expected to remain highly competitive throughout 2025, but brands that embrace data intelligence and customer-centric strategies are better positioned to navigate the pressures of rising costs, cautious consumers, and growing competition.
About Papa Johns UK
Papa Johns International, Inc. (NASDAQ: PZZA) (“Papa Johns”) opened its doors in 1984 with one goal in mind: BETTER INGREDIENTS. BETTER PIZZA.® Papa Johns believes that using high quality ingredients leads to superior quality pizzas. Its original dough is made of only six ingredients and is fresh, never frozen. Papa Johns tops its pizzas with real cheese made from mozzarella, pizza sauce made with vine-ripened tomatoes that go from vine to can in the same day and meat free of fillers. It was the first national pizza delivery chain to announce the removal of artificial flavours and synthetic colours from its entire food menu. Papa Johns is co-headquartered in Atlanta, Ga. and Louisville, Ky. and is the world’s third-largest pizza delivery company with more than 6,000 restaurants in approximately 50 countries and territories. For more information about the Company or to order pizza online, visit www.PapaJohns.com or download the Papa Johns mobile app for iOS or Android.
About Meaningful Vision
Meaningful Vision is a leading insight and data company operating in the UK, Ireland, France, and Germany. Meaningful Vision gives QSR brands tailored data insights to optimise pricing and promotions, boosting margins and market share where it matters most.
About Massive Rocket
Massive Rocket is a global data & customer engagement agency that accelerates customer loyalty for global brands. Massive Rocket helps brands get the most out of their first-party data using AI, Braze, Snowflake and the industry’s best talent.