Papa Johns scales regional push with localised campaigns and product launches

Collaborations with influencers and brand ambassadors enhance visibility.

Papa Johns is advancing its growth in the Asia Pacific region by using marketing, public relations, and consumer insights to strengthen its brand presence.

Speaking at the QSR Media Asia Conference & Awards 2026, Ann Zhang, general manager of APAC at Papa Johns, said that the brand’s strategy begins with understanding consumers. “It’s not just about the product alone,” she added, noting the importance of marketing and PR in amplifying new launches.

With around 600 restaurants across the region, the pizza chain is focusing on digital engagement, innovative product launches, and localised campaigns to drive both awareness and sales.

Zhang said that marketing efforts are designed to reflect the brand’s passion for pizza, which “is very emotional, sociable, and it’s shareable.”

In the Asia Pacific region, Papa Johns combines central planning with local execution. “It means that we are planning centrally [and] executing it locally with this,” Zhang said, highlighting how the brand adapts its initiatives for different markets.

Collaborations with influencers and brand ambassadors have enhanced visibility and made new product launches “super shareable,” she added.

New menu concepts, such as the Croissant Pizza, also illustrate the brand’s focus on indulgence and shareability.

Zhang also said that the chain works with research firms to understand local trends, consumer behavior, and digital engagement to ensure that products and promotions resonate with each market.

In an earlier interview with QSR Media Asia, Zhang outlined the chain’s plans to expand further into South and Southeast Asia.

Whilst the brand already has a strong presence in North and Central Asia, she said it sees significant growth potential in the southern region.

“We are actively exploring opportunities to expand our footprint in this region, focusing on markets where we can bring differentiated value through our product, digital capabilities, and partnership model,” Zhang said.

The brand differentiates itself through a combination of high product quality, close franchise collaboration, and a coordinated support system across R&D, marketing, supply chain, and operations.

This integrated model allows it to scale innovations whilst maintaining both quality and relevance for local customers, said Zhang.

Looking ahead to 2026, Papa Johns plans to invest heavily in product development and digital capabilities aimed at improving convenience and overall customer experience.

"Success will be measured through a combination of metrics, including sales growth, digital channel penetration, customer satisfaction, and improvement in profitability for our franchise partners,” Zhang said.