Massive Rocket team have done major work on transactional emails x40 and improved delivery by 61% after migrating to Braze. This has improved our customer and franchise experience in Q1.
For more than three decades Papa Johns has championed Better Ingredients Better Pizza. Now, with over five thousand restaurants in forty-four countries and millions of digital guests, the brand teamed with Massive Rocket to relaunch Papa Rewards, unify data in Snowflake and power Braze to deliver mouth-watering offers the moment hunger strikes.
Customer data was scattered across separate loyalty, app, and ecommerce systems, which meant emails were one-size-fits-all and managing everything required endless spreadsheets. Franchisees had little visibility, abandoned carts piled up, and opt-outs were on the rise. Papa John’s needed a single, unified view of every customer, scalable automation, and local control so each store could connect with guests just like their neighborhood pizzeria.
A quick but thorough audit identified the data gaps. Then, real-time events started flowing into Snowflake, and Braze replaced the old tools—all within just twelve weeks. Now, the Papa John’s team empowers over 400 franchisees to launch geo-targeted campaigns easily. Liquid templates showcase points, Papa Dough balances, and location-based offers, while daily audience syncs send high-intent segments straight to Meta and Google Ads—no engineering tickets required.
The journey kicked off with a loyalty data migration and a simple three-step welcome flow that warmly greets new members, introduces them to Papa Dough, and encourages that important first purchase. In Q1 2025, email and SMS revenue jumped 26%, with transactions up 15%—all backed by global control group data.
Control-group modeling revealed that CRM efforts drove over 3,800 extra purchases in just 60 days (Source: Braze | Period: March 1 – April 30, 2025).
Advanced Liquid now personalizes abandoned-cart emails by showing customers their dough and points balances, boosting incremental web revenue right from the first campaign. Timing tests are currently underway to unlock even bigger gains.
Franchisees can create local offers in minutes, while Braze audience syncs help keep paid media focused on the most engaged segments—cutting wasted spend and maximizing ROI.
Having a single customer view across the web, app, and POS lets us create precise segments and tailor dynamic content in every message. As a result, CRM-driven revenue increased by 26%, and sales grew 15% year over year. Plus, our abandoned-cart recovery efforts brought in extra revenue within just two weeks.
Our loyalty acquisition campaigns were a big success, bringing in 6,412 new registrations. Even more impressive, 68% of these new members made a purchase—nearly double the industry average of around 35% for first-time buyers, and well above the 50% mark many consider best-in-class. This has really helped accelerate the growth of our loyalty program.
Big congratulations to Kanchan Lad for being named Braze’s 2024 "Marketing Leader of the Year"! As Senior Product Manager at Papa John’s UK, she completely transformed their CRM by building a “Local Marketing Hub” for over 400 franchisees, driving an amazing 260% increase in revenue.
Kanchan’s dedication to team training and her focus on customer-first communication have truly raised the bar in the QSR industry. We’re so proud to have Massive Rocket alongside her on this exciting journey. Well done, Kanchan! 🎉
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