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Campaign ME
20 hours ago
- Entertainment
- Campaign ME
Papa Johns launches Croissant Pizza in the UAE with OOH, influencer campaigns
Papa Johns has unveiled its first-ever Croissant Pizza, a new product offering that aims to bring 'something fresh and exciting to the QSR (quick service restaurant) category.' The product first launched globally in the UAE, with a 360 marketing campaign which includes out-of-home (OOH) roll-out, in-store, social media, PR, and CRM. The brand designed the product to jump on the global food trend of croissant mashups in food culture. Chris Lyn-Sue, SVP Managing Director of International at Papa Johns gives Campaign Middle East the exclusive on the marketing strategy behind the launch. 'Croissant Pizza reflects everything we believe in as a brand: bold innovation, a deep respect for craftsmanship, and bringing joy to our customers,' he says, claiming that the new product also aligns with the brand's platform 'Better Ingredients. Better Pizza'. He explains the reason the brand chose the UAE as the first market to launch its new product is because, 'Dubai, as a culture-first city, would generate global buzz – and it absolutely has.' To support the launch of Croissant Pizza, Papa Johns also commissioned fashion house KidSuper's Colm Dillane to design the Papa Johns x KidSuper Hot Bag, which will make its official debut later this month during Paris Fashion Week Men's Spring/Summer 2026 (SS26), as part of the KidSuper show. Select customers who order Croissant Pizza may receive their delivery in the exclusive Papa Johns x KidSuper Hot Bag – and if it arrives at their door, it's theirs to keep. 'The bag celebrates creativity and craftsmanship, echoing both the artisanal spirit of the Croissant Pizza and Papa Johns commitment to quality,' says Lyn-Sue. He further explains how the design elements of the bag have been inspired by the Croissant Pizza. 'The bag's woven strap mirrors the handcrafted, tightly braided crust of the pizza, the zipper delicately curves in a crescent shape, and the soft edges mimic the fluffy folds of the iconic pastry,' he says. Drawing in the relevance of the Paris Fashion Week runway launch to consumers in the region, Lyn-Sue says: 'For Middle East consumers – especially in trend-aware markets like the UAE – this reinforces Papa Johns as a modern, culturally relevant brand.' 'It elevates brand perception and drives consideration by creating meaningful, shareable experiences that resonate with our audience,' he adds. View this post on Instagram A post shared by Papa Johns UAE (@papajohnsuae) Lyn-Sue claims that the initial response to the new product from consumers in the region has been positive. 'In the markets where Croissant Pizza has launched – the UAE, Bahrain, and Qatar – consumer feedback has been overwhelmingly positive,' he says. 'Social media buzz began almost immediately, with customers sharing their first impressions, reviews, and reactions.' 'Early sales performance has also been very encouraging, with strong trial rates and clear signs of repeat interest. We're excited by the initial results and can't wait to bring Croissant Pizza to more markets around the world in the coming months,' he adds. Finally, Lyn-Sue claims that Papa Johns aims to continue to build on the strong momentum from the launch of its Croissant Pizza. The QSR brand plans to remain bold in its approach to ensure continued relevance.
Miami Herald
11-06-2025
- Business
- Miami Herald
Popular pizza chain adds experimental new menu item fans will love
Pizza is already delicious on its own, and part of what makes it great is how good the dough is. Many popular pizza chains have tried to play with this key base by launching adventurous mashups, such as Little Caesars' pretzel pizza, Domino's (DMPZF) Parmesan Stuffed Crust, and Pizza Hut's (YUM) Cheesy Bites Pizza. Don't miss the move: Subscribe to TheStreet's free daily newsletter With growing competition and consumers' attraction to trends, innovation has become an essential investment for the food industry. Hence, many chains are developing creative combinations to take over the market. Related: Popular chicken chain menu brings back fan-favorite value combos Although it seems like pizza chains have already experimented with nearly every combination possible to make themselves stand out from the competition, there is one crust that few, if any, have yet to try. Image source: Bloomberg/Getty Images Papa Johns (PZZA) is introducing the new Croissant Pizza, which combines its iconic pizza sauce and toppings with a new buttery and flaky braided croissant crust. "As a brand built on innovation, distinction, and quality, we're always looking to global food culture for inspiration – and turning it into exciting new experiences that stand out. We conducted extensive research to understand what consumers wanted from our next global innovation. Croissant Pizza scored highly across all markets," said Papa Johns SVP Managing Director of International Chris Lyn-Sue in a press release. Related: Walmart makes deal to open popular food chain in stores The pizza chain noticed the impact that croissant-related mashups, like the viral cronut and crookie, have had on food culture worldwide, and saw an opportunity to try this trend out with pizza. "After a year in development, we're proud to unite two beloved icons into one craveable, delicious product that brings something fresh and exciting to the QSR category," said Lyn-Sue. To set this new menu item apart, Papa Johns also partnered with the clothing label KidSuper Studios to design the limited-edition Papa Johns x Kid Super Hot Bag to pair with the Croissant Pizza. As with its original pizzas, customers can personalize their Croissant Pizza with any toppings they like. And as delicious as this innovative menu item may sound, another Papa Johns marketing strategy offers even more unexpected twists than its new braided crust. The Croissant Pizza is currently only available in the United Arab Emirates. However, Papa Johns is bringing it for a limited time across participating markets, including Korea, China, Chile, and Peru. The pizza chain has not announced plans to make the Croissant Pizza available in the U.S. Still, the fact that it will become available across diverse select markets worldwide is a good sign that, if successful, the U.S. might make the list soon. More Food News: Popular fast-food burger chain aims major comeback amid closuresMcDonald's menu finally brings back most-wanted fan favoritePopular fast-food burger chain to open first store in new market Papa Johns has recently updated its menu to win back customers amid a challenging environment. This month alone, the pizza chain introduced the Cheddar Crust Pizza in Canada and relaunched the Shaq-a-Roni Pizza. In its first quarter earnings for fiscal 2025, Papa Johns' total comparable sales declined 1.3% compared to last year. Only time will tell if these recent menu additions are good enough to flip those negative numbers. Related: Veteran fund manager unveils eye-popping S&P 500 forecast The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
