Text Your Way To A Pizza Meal
Louisville-based Papa John’s International Inc. recently rolled out its text message ordering option at its 2,700 U.S. restaurants. It’s a progression from the pizza maker’s online ordering, which began in 2001 and now accounts for nearly 20 percent of its U.S. sales.
How it works is that first, Papa John’s customers register online to create accounts. They can save up to four favorite orders, along with a delivery address and payment preference. Customers can punch in “FAV1,” “FAV2,” “FAV3,” or “FAV4,” to text message orders. Papa John’s sends a reply with the order, and the customer can confirm or change it.
The text-messaging option is another example of Papa John’s looking for innovations to offset an advertising budget that’s smaller than at larger rivals Pizza Hut and Domino’s.
This bridge between web and mobile absolves the need for a mobile application, thus opening the door for greater participation. For a country like India, it would be of even greater significance given the relatively low number of GPRS subscribers.
Movie tickets anyone?
Filed under: Ideas & Innovations, India, Mobile