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article imageText Your Orders to Papa John's

By ashley.woods4     Nov 15, 2007 in Food
Papa John's International, based in Louisville, KY, announced its new ordering option, text messaging. Text message orders can be used at all 2,700 Papa John's restaurants across the US.
In 2001, Papa John's extended its ordering options to online ordering and now text messaging is a progression from that.
Domino's Pizza Inc. has taken a similar route and now allows ordering from any web-enabled mobile device. This new ordering procedure started nearly two-and-a-half months ago and is now available at nearly 3,000 Domino's stores and plans on spreading to 5,100 stores next year.
Joe Buckley, Bear Stearns restaurant analyst, says this is a great new marketing tool and could help build brand loyalty between customers and restaurants.
"The high-technology ways of reaching customers probably appeal to younger people, who live with their text messaging and their BlackBerry," he said.
Nigel Travis, Papa John's president and chief executive officer, believes that people can be running errands out of the house and send a text message. When they get home, their pizza will only be minutes from arriving.
"Our vision is that you can order a Papa John's pizza anytime of day or night — wherever you are," he said.
Papa John's requires text messaging fanatics to create an account online first. Once online they can choose four of their favorite orders so when they send a text message all they have to enter is "FAV1," "FAV2," "FAV3," or "FAV4." Papa John's then replies with the order and the customer can either confirm or change it.
Papa John's hopes this innovative idea will help offset their smaller advertising budget as compared with Pizza Hut and Domino's. Last year Papa John's only had 6.9% of the pizza market while Pizza Hut had 18% and Domino's had 11%.
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