Papa John’s is reorganizing its marketing leadership to counter falling sales in a competitive fast-food sector.
New CMO takes over amid sales decline
Chris Lyn-Sue, who serves as senior vice president and general manager of international operations, will step into the role of global chief marketing officer. Jenna Bromberg, the current CMO since November 2024, will depart to explore new opportunities but will remain as an advisor until August 28 to assist with the transition.
The move follows a 5.7% drop in global comparable sales and an 8.3% decline in North America during the second quarter. Company leaders attributed the results to weaker consumer demand and fierce competition in the quick-service restaurant industry.
During an earnings call, President and CEO Todd Penegor explained that the brand would adjust its media strategy in the latter half of the year. Mass exposure will take priority while maintaining a mix of channels to reach customers effectively.
Local marketing efforts yield early results
Papa John’s has been restoring its marketing co-ops—local groups that combine resources for regional promotions—across 50 U.S. markets, including key priority areas. Locations with active co-ops and extra local spending outperformed others by 2 percentage points.
The chain intends to expand these co-ops to most of its system by year-end and will introduce a field marketing team to support the initiative. It is also improving its approach to third-party delivery platforms, which now represent over 85% of its digital sales. The aim is to refine promotions and personalize offers using new e-commerce and customer relationship management tools.
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Lyn-Sue joined Papa John’s in 2022 and briefly served as interim CMO earlier this year. Before that, he held marketing positions at Popeyes, Restaurant Brands International, and Bacardi. The company praised his work on expanding its international presence.
During Bromberg’s time in the role, the brand partnered with Pixar’s Toy Story 5 for a campaign featuring Pizza Planet pop-ups in four cities worldwide. The effort generated around 4 billion earned media impressions and thousands of social media posts.
The leadership shift and marketing changes may help stabilize sales, though the challenges are not unique to Papa John’s. Many fast-food chains face similar pressures from reduced consumer spending and evolving dining preferences. With digital sales now dominant, standing out in a crowded online space will likely require bolder strategies.
The current focus remains on combining national campaigns with local efforts. Early signs suggest the approach is working. If scaled successfully, it could help the brand recover in an industry where market share is hard-won.
Recent industry shifts have also seen other chains adjust their strategies. Several brands have faced financial struggles, while others expand through franchising to strengthen their footprint.
