Papa John's Eyes Brazil Bonanza
The England football team’s qualification for the 2014 World Cup is destined to send summer sales soaring, according to Papa John’s pizza.
The pizza franchise estimates that England’s attendance at the tournament in Brazil next year will see more than 1 million pizzas sold during the five weeks, in what is traditionally a quiet time of year.
Andrew Gallagher, Marketing Director of Papa John’s UK, said: “England will be football crazy next summer and for a business that booms on big TV occasions this is a golden goal. In the past, England games have driven sales upwards by 30-40%, and with pizza friendly TV times we’re expecting our sales to soar as supporters look to the enjoy the action from South America. Our franchisees across the UK will be very busy delivering pizza to fans watching the matches.
“It’s not just England games which drive sales. Televised sporting occasions are perfect for the pizza delivery business and with 64 games in 32 days, the world’s biggest football competition certainly delivers for us. During past tournaments even our stores located in the home nations that failed to qualify have seen sales spike as fans settle down to watch the feast of football on offer.
“An added benefit of the World Cup is that, in 2014 at least, it takes place during the Summer, a time when pizza sales are generally lower than the cold dark nights of autumn and winter.”
Papa John’s pizza became the official pizza partner of The Football League in 2013, as the brand recognised the importance that football has in the lives of fans across the UK and moved to align its marketing activity with the nation’s number one sport.
Gallagher continued: “Historically, major televised football games whether international, Champions League, Premier League or Football League, have resulted in a sales spike in Papa John’s sales. We took the decision to become the official pizza partner of The Football League to give something back to fans across the country and, so far, the partnership, which includes our Score Twice Half Price promotion, has been a major success.”
The World Cup kicks off on 12 June 2014, and will continue for 32 days, across 12 host cities, as 32 countries compete to win football’s biggest prize. The tournament comprises 64 games and due to the time difference kick-off times will generally range from 5pm to 11pm BST.