Papa John's sees success with RCS campaign to celebrate World Vegan Day

David Murphy

Papa John's Pizza has released details of an RCS campaign which ran in the UK at the start of November in recognition of World Vegan Day on 1 November. Working with Infobip and Google RCS Business Messaging (RBM), Papa John's Pizza promoted its new vegan pizza menu using RCS.

RCS enables businesses to deliver branded, 2-way rich communications with predefined replies and action buttons delivering visually appealing and interactive content such as video, high-res images, and files natively on mobile phones.

Papa John's is the world's third-largest pizza delivery company, with over 350 restaurants in the UK. Mobile channels represent approximately three quarters of digital sales at Papa John’s and the company is always looking to enrich the user experience.

“Papa John’s three-day RCS campaign enabled by Infobip outperformed our expectations,” said Papa John’s Pizza UK marketing director, Giles Codd. “Our first RCS campaign resulted in 23 per cent higher sales than our SMS outreach. A few of our stores actually sold out our vegan pizza. It shows that RCS offers a more engaging experience to our customers. Furthermore, the interactive, branded content and images are very appealing, and it allows us to broaden our offer by giving customers choices. The customer ultimately feels more in control, and Papa John’s can deliver a better service.”

Infobip and Google RBM have previously enabled RCS campaigns for businesses in Mexico, France, and in the UK. Kevin Britt, Infobip’s country manager for the UK and Ireland, said: “We couldn’t be more thrilled to enable RCS in the UK. Papa John’s Pizza is such a great example of how consumers can interact with their favorite restaurants and brands over RCS in completely new ways. Infobip’s RCS solution, enabled on most phones, is helping UK businesses enriching and extending their omnichannel marketing approach.”