John Schnatter, the originator of Papa John’s, has been an extraordinary shift for his brand. After accusing the decline sales on NFL’s failure to determine their national hymn protest, the NFL dropped Papa John’s as their official pizza.
Thus, now what the reeling brand required was a savvy move. President Steve Ritchie, one of the top ranks, gave one of those smart moves. To begin with, he wrote a letter to keep in touch with the customers which proved to be an all-around made methodology. He claimed that discrimination and use of dead language would not be practiced in the company anymore.
Steve Ritchie presented a few actions that he claimed to the company will be acting upon to resolve crises. He exhibited that the company plans to bring external professionals to help in cultural diversity to have a better idea of the company’s goals. Moreover, he told that there would be a proper communication channel between the senior management and employees of the company. Steve Ritchie laid extraordinary importance to feedback and claimed that the company would be accountable to everyone’s needs.
Steve Ritchie made extraordinary efforts for the company and planned to lead all the efforts personally as for him nothing was more important than saving the brand at that moment. He explained the customers as well as the employees that gaining the loyal customer base by winning their trust again can only keep the company which was time-consuming but the only way to regain its competitive position.
He thanked his customers and showed that their brand was due to their customers. He explained in his letter the Papa John’s is a big company and it is their loyal customer base which had helped them to gain such success. His way of appreciating the customers helped the brand gain back strength.
Steve Ritchie wrote his letter directly conveying the message and apology to the customers to have their attention. Although his first efforts of communicating to the customers directly through the letter failed, the amendments made were the real efforts for healing the loss.