Papa John’s has the Worst Marketing Team Ever
The story: Papa John’s Pizza founder and C.E.O. John Schnatter will be required to provide health insurance for his full-time employees, due to the Affordable Care Act — which he did not support.
How to spin this in your favor: Pass the cost increase on to your customers, at a few cents per pizza without making a big deal about it.
Another way to spin this in your favor: Give your employees even more insurance than the Affordable Care Act requires, and announce that you are raising your prices to care for your employees more than just the bare minimum.
What Papa John Schlatter chose to do instead: Publicly complain about “Obamacare” to your shareholders, and announce that either prices are going up, or employees’ hours are getting cut. Blame “Obamacare” and blame people who voted for the President.
The message this sends to your employees and customers: “I don’t care about my employees enough to provide them healthcare. But since I’m grudgingly being forced to provide it, I’m going to raise prices or cut hours.”
I only have an advertising degree that included one P.R. class and one Marketing class, but I could have avoided this public cluster fuck better than his team did.