Question 1

What prompted Papa John’s UK to migrate to Braze?

Accepted Answer

Post-COVID, customer wallets were tighter and retention was a priority. Existing CRM tools for email, SMS, and push were siloed and inflexible, preventing a single customer view and proper cross-channel communication. Moving to fewer platforms with stronger integrations enabled personalized, cross-channel marketing with live data from their data warehouse.

Question 2

What change management and training did you put in place for Braze implementation?

Accepted Answer

Invested in Braze learning paths by role (marketer, developer, product manager) and leveraged certifications. Early training helped identify issues sooner and accelerate time to value by understanding what Braze can do and how to prioritize post-migration.

Question 3

How are you approaching personalization with Braze?

Accepted Answer

Personalization is a journey and pizza is often shared, so the team avoids over-personalizing. “Behind-the-scenes” personalization in app/web: calorie visibility toggle and allergy heads-up (e.g., dairy) without blocking purchase—just informing. Using Braze for better segmentation/targeting: e.g., a segment for customers who changed/deleted sides/toppings; personalizing with favorite pizzas; continued A/B testing to learn what works.

Question 4

What level of resources do you need for Braze implementation?

Accepted Answer

A lean core team of ~4–5 roles, depending on ambition and number of channels: data lead, tech lead, CRM manager, product manager, and IT/security representative, with cross-functional collaboration (e.g., web team). This lean structure remains relevant from setup through day-to-day management.

Question 5

Did you need a CDP in place before onboarding to Braze?

Accepted Answer

No. A CDP is a “good to have,” but not necessary. It may be considered in the future.

Question 6

How has working with Braze made you a better marketer?

Accepted Answer

Simplified understanding of customers and improved use of learnings to upgrade customer experience. Enabled rapid testing without external dependencies and helped the company move faster overall.

Question 7

How did you enable local/franchise marketing teams with Braze and your data warehouse?

Accepted Answer

Built a UI powered by Braze and Snowflake that lets franchisees/local marketers use custom attributes (e.g., past purchases, favorite pizzas, customer satisfaction) to tailor offers and deals. Onboarded franchisees across 400+ stores; in the launch month, saw ~400% uplift in revenue from this channel, with better efficiencies, no wasted spend, and higher transactions.

Question 8

How quickly did you see time-to-value and what uplift did you observe?

Accepted Answer

Directionally, around activation the team saw ~30% year-over-year uplift in transactions and higher returning customers year-over-year. Gains were supported by improving delivery rates and extensive A/B testing to learn which communications and channels work best.

Delivering Success: How Papa Johns UK Scaled Customer Engagement at Pizza Speed

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