Full-service development for the Papa John’s pizza restaurant chain

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Start Dec 2012

Website launch Oct 2014

Mobile application Sept 2015

Telegram chat bot May 2016

Ongoing collaboration

Back to the past

Looking ahead into the future

Back

Forward

Travel with us

THE CUSTOMER

Papa John’s is the leading American pizza making and delivering restaurant chain, with over 4,700 restaurants in 37 countries.
In Russia Papa John’s master franchise is being developed by PJWRI (PJ Western Retail Investments Ltd).

over 5 000

RESTAURANTS GLOBALLY

presence in 45

COUNTRIES

over 100

RESTAURANTS IN RUSSIA

WORKFLOW

We started working with the Papa John’s restaurant chain back in 2012. The task was to improve the website design and introduce some tweaks to boost sales.

THE FRANCHISE

We designed the website according to the original brandbook as every franchise website has to comply with it.

ORDER ACCOUNTING SYSTEM

Our developers implemented a complex system that tracked orders redirected between restaurants and a totally unique catalog downloaded from Andromeda.
Restaurant menu with pricing and available dishes is automatically downloaded every night or at user request from the website admin area.

ORDER DISTRIBUTION

Geographically, the delivery area is split into zones. When a street address is entered, the website automatically detects the zone and assigns the order to the nearest restaurant. All restaurants are connected to the order management system that calculates the delivery time and working schedule and also displays a warning if any pizza ingredients are not available.

RESTAURANTS IN MOSCOW
AND THE MOSCOW REGION

PIZZA MODIFIERS

When ordering pizza, customers are able to add or remove ingredients, changing the pizza recipe from the menu, putting it together from scratch according to their personal taste or combining two pizza halves into one. The restaurant staff specify meal parameters in the website admin area.

ORDER HISTORY

Authorized users have all their orders stored so they can repeat any of them with just one click. Order history is stored for all customers, linked to their location.

Specials and seasonal offers are also taken into account. The system automatically recognizes orders that cannot be placed again exactly as previously, displays a notification, suggests order changes and recalculates the final price.

WE TRULY CARE ABOUT CUSTOMERS

69%

Website

16%

Website
for mobiles

6.5%

Application

4.5%

Aggregators

Call center

Sales stats

SPECIALS AND DISCOUNTS

Together with the client we’ve developed a discount system based on promo codes and special offers design tool supporting 15 types of campaigns.
Campaigns can be conditional (discounts for total purchase price, gifts for specific meal combos, bonuses for banner clicks) and unconditional (specific order time or promo codes from partners). Then our system will automatically calculate all of it!

DISTRIBUTION CHANNELS

We have developed an omni-channel API for collecting sales data from all the channels.

Be it the desktop website, mobile website or app, call centers, self-service terminals, third-party aggregator websites (e.g. Delivery Club), we take them all into account and track the performance.

Be it desktop website, mobile version or app, call centers, self-service terminals, third-party aggregator websites (for example, Delivery Club), we take it all into account and track performance.

BONUS SYSTEM

The SailPlay startup team from Moscow has joined us. These guys developed a new loyalty system targeted at Papa John’s customers and suggested that the Papa John’s management become pioneers by adopting it. Together, we finalized the platform and integrated it into the order management system.

HOW IT WORKS

The customer gets bonuses that can be applied to their next order; the bonuses are earned by buying pizza or meeting requirements (signing in via social media, for example).
Using SailPlay we generate event-driven messages to send promo codes.

CUSTOMER NOTIFICATIONS

The system stores customer's order history, their contacts, favorite order placement methods and whether they have installed the mobile app. Then it uses these parameters to choose the preferred message channel: SMS, emails or push notifications.

MOBILE APP

Besides the desktop and mobile website versions, we have developed a mobile app.

Always up-to-date
delicious menu
Choose ingredients
to your liking
Earn and spend
bonus points
Add drinks and desserts
to your order

Convenient map
of restaurant locations
Make payments
straight from the app
Search for pizza
by parameters
Use promo codes
and take part in specials

TELEGRAM BOT

Also, together we’ve created Russia’s first pizza order processing bot for Telegram. Now you don’t have to visit the’website or make a call to place an order with Papa John’s.

The bot helps to choose a pizza, snacks, desserts and drinks, and then schedules delivery for the precise date and time and’instantly submits the order to the Papa John’s kitchen. It’s easy to sign in and specify the delivery address: you only need to allow contact data or geo location sharing.

All orders sent to the chat bot are instantly saved to your user account, so you can easily place them again from the mobile app or on the website.

We have big plans. We are going to launch Viber and Facebook Messenger chat bots, increasing the audience reach, add more features and integrate the bot into a bank chat.

As for the results, 10,000 users added the bot to Telegram within the first 3 months since the launch date and over 5,000 orders were placed; though the average check was 5-10% less, the conversion rate was as high as 30%!

We are preparing a separate case study about the chat bot for the Papa John’s pizza restaurant chain.

30.0%

CONVERSION
INTO ORDERS

10 000

USERS
ADDED THE BOT TO TELEGRAM

5 000

orders
placed

30.0%

CONVERSION
INTO ORDERS

RESULTS

Much has been done already, but our collaboration with Papa John’s is ongoing.

FULL CHAIN MANAGEMENT THROUGH THE ADMIN AREA
RESTAURANT MENU
EXPORT AND FULL IMPORT
INDIVIDUAL MENUS
AND WEBSITES
FOR EVERY CITY
RESTAURANT TRACKING,
INCLUDING THEIR STATUS
REDIRECTION
BETWEEN ANY RESTAURANTS
15 TYPES OF SPECIALS
CAN BE LAUNCHED

Thanks to all the new features, the conversion rate on the website has increased by twice as much; the average purchase and visitor count have increased as well.

The omni-channel API allows orders to be accepted via different channels: website, mobile app, call center, terminals, widgets or even banners from partner websites, and the performance is tracked for each channel.

CONVERSION RATE INCREASED BY TWICE AS MUCH

API CONNECTS SALES CHANNELS

We helped the Papa John’s restaurant chain with product positioning in campaigns and online/offline promotion strategy.

Our work was not limited to the initial objective but has grown into long-term collaboration and friendly relations.

About 40 persons have worked on this project in one way or another.
Many people have contributed to this project.