Papa Johns is seeking consumer input about its pizza as part of its broader “Unbox Better” plan unveiled last week. For the next two weeks, the company is inviting digital customers to upload pictures of their orders in their Papa Rewards account, along with feedback on the bake, crust, and experience.
Once the photo is confirmed, customers will be able to redeem a free, large, one-topping pizza in their Papa Rewards offers, valid with a minimum $5 purchase on the next order. A minimum $15 order is required for the Snap a Pizza, Get a Free Pizza promotion.
The company plans to turn that feedback into actionable insights, CEO Todd Penegor said in a recent interview. He added that the company’s AI algorithm will scan pizzas and garner feedback to understand what improvements need to be made, whether that’s “amping up” cheese flavor or optimizing the dough or something else.
“We want feedback from customers because we know they have a lot of choices and we need to earn it,” he said. “You’ll see us coming back to [consumer feedback] during 2027 on several occasions to really earn trust and truly own quality. That’s the journey we’re on.”
Such feedback will provide “fuel” to turn around sluggish sales, he added. Unbox Better was announced alongside Papa Johns’ third quarter results, which included a North America same-store sales decline of 8.3%. Outside of Q2 2025, the company has experienced quarterly declines in the past nine out of 10 periods.
Incentivizing customer feedback has proved to be a successful playbook for other brands, including Domino’s. In August, that chain redesigned its website and app and knocked $5 off customers’ digital orders to encourage them to provide feedback on the new experience.
Also in August, Domino’s launched a promotion giving customers the chance to chime in as to whether its new Domino individual-sized pizza belongs in the same conversation as fast-food icons like the Whopper and the Big Mac. As part of the “Is the Domino Worthy?” campaign, customers who purchased one of those iconic items identified by Domino’s and uploaded their receipt to IsTheDominoWorthy.com received a code for one free Domino.
And as part of its new marketing campaign launched earlier this year, Burger King President Tom Curtis took thousands of calls from customers (and continues to do so) asking for their feedback on how to make the business better. Burger King’s same-store sales have significantly outpaced its QSR peers this year.
Contact Alicia Kelso at [email protected]
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