When UK diners open their food delivery apps in 2025, they are met with more choices and more promotions than ever before. Fast – food prices are rising, competition is intensifying, and customers are increasingly cautious about where they spend. In this shifting landscape, Papa Johns is doubling down on loyalty.
A Market Under Pressure
New data from Meaningful Vision shows just how tough the environment has become. Foodservice prices rose by as much as 6.9% in August year-on-year, driven by higher labour costs, inflation, and delivery expenses. Even pizza as a segment often seen as resilient, recorded a 3.3% rise. Yet higher prices haven’t translated into higher demand. In fact, like-for-like footfall across fast-food venues declined by 1.3% in the first half of 2025, while restaurants and pubs recorded more significant declines.
“The market is commoditised, and customers are laser-focused on value,” says Maria Vanifatova, CEO of Meaningful Vision. “Those who use data intelligently to create relevant and rewarding experiences will win both market share and loyalty.”
The Shift Toward Smarter Engagement
Papa Johns appears to have taken this message to heart. Instead of leaning only on price increases, the brand is rolling out a new loyalty program designed around personalization, gamification, and real-time data insights. Partnering with digital agency Massive Rocket, Papa Johns has embraced modern engagement tactics such as app-based rewards, tiered offers, and instant-win experiences, these are the features that resonate with today’s value-conscious but digitally savvy consumer.
According to Meaningful Vision’s analysis, promotions in the UK foodservice sector have surged by 23% year-on-year, with delivery platforms nearly doubling their offers. In pizza, meal deals alone have jumped from 16% to 20% of menus. For Papa Johns, the challenge isn’t just keeping up, but standing out.
“Brands today have to build emotional connections, not just transactions,” explains Thierry Sequeira, CEO of Massive Rocket. “Personalised communications are key to creating loyalty that lasts beyond the next promotion.”
Loyalty as a Competitive Edge
Papa Johns is responding by blending sharp promotions with a deeper understanding of its customers. “Being able to see where the market is heading and respond with the right offers at the right time is helping us stay ahead,” says Kanchan, Senior Product Manager of Loyalty & Marketing Tech at Papa Johns.
The approach reflects a bigger trend across the sector: three-quarters of UK fast-food brands now offer app-based loyalty programs, many with gamified features. Papa Johns’ version builds on this momentum but aims to go further and positioning loyalty not as a bolt-on perk, but as a core driver of growth.
Despite market stagnation, Papa Johns continues to expand its footprint and invest in customer experience. Its bet is clear: that smarter use of data, creative promotions, and personalised loyalty schemes will matter more than price alone in winning the long game.
As the UK foodservice market heads into another competitive year, one thing is certain—pizza brands that can turn everyday transactions into engaging experiences will be the ones customers come back to, time and again.