Papa John Schnatter (who is still the company’s largest shareholder) has vowed to continue the fight to “rescue” the company as its former CEO and chairman. That’s a problem because he’s the one who’s responsible for the company’s recent metaphorical wringer.
In the last year, Papa John Deals has been tainted by two occurrences in particular. The general assumption is that Papa John Schnatter resigned as CEO because he chose to blame his company’s poor sales results on NFL anthem protesters.
The firm’s chairman apologised and announced his resignation after saying something disparaging towards African-Americans on an audio conference call.
Attempting To Repair
Now that Papa John Schnatter (the company’s largest shareholder) is mostly out of the picture, Papa John Deals is seeking to recover its soiled reputation. This will not be an easy undertaking, given the significance of Papa John Schnatter’s image and name in marketing.
It’s feasible to say that Papa John is his brand, as he underlines on his website, which begins with the words “I am Papa John.”
Papa John Deals is expected to be referred to as “Papa John” without the apostrophe in the near future. A Brandwatch Signal sent to the company’s email over the weekend alerted us to the breaking news.
We can debate whether or not removing the apostrophe will help distinguish the brand from its originator, but that’s not the point of this article.
Instead, we’d like to do a social data biopsy to see what we can learn from the responses to the two stories we talked about earlier.
We’ll examine at how the articles have influenced Papa John Deals visual mentions and the amount of discourse surrounding them, among other things.
What Was The Most-Talked-About Story?
It’s hard to think how angry Papajohns Promo Codes will be as a result of both of these incidents, which together accounted for about a third of the brand’s online talk in 2013.
But which one prompted the most discussion? We looked at public debates throughout the web to see which article received the most online referrals in the previous year.
As it turned out, the NFL issue received far more attention than Papa John Schnatter’s egregious conference call behaviour.
One probable explanation is that, while the NFL protest remarks were examined, the N-word incident appeared to be more of an open and shut case.
A Selection Of Recent News And Thoughts
We were curious to see how the average tweeter handled the Papa John Deals controversy in comparison to the media, and we saw a significant difference in treatment between the two topics we mentioned earlier.
To compare the scale of the reactions, we looked at the total number of tweets and news pieces referencing these two incidents within two days of their occurrence. We’ll look at how each outlet performs on its own rather than comparing the total quantity of tweets and news articles. For example, compare the number of press reports for the first and second incidents.
As you can see, the second incident drew substantially more media coverage, whilst the first incident drew far less attention from Twitter users.
Perhaps it’s due to the nature of the situation. Twitter is a discussion platform. It is unnecessary to debate whether it is appropriate for a company’s CEO to use a racial slur.
This Is The Visual Dialogue Of Papa John’s
A large amount of the online conversation regarding a brand may not even mention it. Instead, it will be emphasised in an image, and we’ve observed that up to 90% of brand-related speech in the surrounding text may not mention them at all.
With this in mind, we decided to look for Papa John Deals visual mentions on Twitter and Instagram to see if any of the stories we’re interested in would naturally appear.
Sporting Events And Pizza Boxes
Yes, we found references to Papa John Schnatter using a racist term on the first page of Twitter and Instagram discussions. Photos of Papa John Deals-sponsored athletic events and pizza boxes accompany these remarks.
The presence of Papa John Schnatter’s face in the most popular images is another sign of the brand’s ubiquity.
What Is The Future Of Papa John’s?
It will be a nightmare for Papa John Deals to disassociate itself from a founder whose verbal and visual reputation is in shambles. He’s become synonymous with the company, and it’s impossible to avoid seeing or hearing about him.
For the business to continue after Papa John Schnatter’s departure, it will take more than a simple apostrophe substitution.
