Driving sales for the third-largest pizza delivery and takeaway restaurant chain in the world - Koozai

Driving sales for the third-largest pizza delivery and takeaway restaurant chain in the world

Project Clients: Papa John's

Let’s face it: everyone loves pizza. We enjoyed working with the pizza delivery and takeaway giant to build out their local SEO strategy to support brand awareness and drive local store sales.

“Bake a better pizza and the world will beat a path to your door.” That maxim has been at the heart of Papa John’s thinking since its founder, John Schnatter, baked his first pizza back in 1972. Little did the company know that within half a century, Papa John’s would become one of the world’s leading pizza retailers, with over 300 stores in the UK alone.

Papa John’s is dedicated to attention to detail, a focus on quality and the refusal to compromise on delivering the best pizza (and the best pizza experience).

The Brief

The Papa John’s brief to Koozai was to drive online pizza sales as well as use local SEO to support both brand awareness and local store sales. Targeting new customers was key, as was ensuring the search campaigns represented the brand’s core values.

The Challenge

To improve non-brand organic rankings for generic pizza keywords as well as local rankings for over 300 stores with the aim of increasing market share.

How We Helped

Koozai worked closely with the company’s in-house marketing team to build an effective local search and content marketing strategy.

We worked to ensure the Papa John’s website was appropriately targeted to local regions and created new store landing pages with unique content designed to reflect the store offering accurately in a local context, providing better relevance for semantic search.

Our SEO team reviewed the entire Google My Business account for every local store and worked to optimise listings across all platforms.

What Happened Next

Implementing a best-practice approach to on-page and technical SEO as well as off-page authority building allowed us to deliver consistent comms across a range of platforms and strengthen Papa John’s local SEO to improve its traffic, revenue and visibility.

They Said

“We’ve worked with Koozai for just over a year now, looking to improve our organic search results primarily for local searches. Since working with the team we’ve seen fantastic improvements in the rankings for many of our stores. Despite the added complexity of working with a franchise business, Koozai has done a brilliant job and we’ve been very impressed with their work so far.”

David Carey
Digital Marketing Manager


The campaign has been incredibly successful, winning Best Retail E-commerce SEO Campaign at The Drum Search Awards 2016 and being shortlisted for two others at the BIMA and Wirehive Awards 2016.

Revenue from organic traffic: +41%
Organic revenue for local stores: +187%
Organic traffic: +74%