Papa Johns launches Croissant Pizza in the UAE with OOH, influencer campaigns
Papa Johns has unveiled its first-ever Croissant Pizza, a new product offering that aims to bring 'something fresh and exciting to the QSR (quick service restaurant) category.'
The product first launched globally in the UAE, with a 360 marketing campaign which includes out-of-home (OOH) roll-out, in-store, social media, PR, and CRM.
The brand designed the product to jump on the global food trend of croissant mashups in food culture. Chris Lyn-Sue, SVP Managing Director of International at Papa Johns gives Campaign Middle East the exclusive on the marketing strategy behind the launch.
'Croissant Pizza reflects everything we believe in as a brand: bold innovation, a deep respect for craftsmanship, and bringing joy to our customers,' he says, claiming that the new product also aligns with the brand's platform 'Better Ingredients. Better Pizza'.
He explains the reason the brand chose the UAE as the first market to launch its new product is because, 'Dubai, as a culture-first city, would generate global buzz – and it absolutely has.'
To support the launch of Croissant Pizza, Papa Johns also commissioned fashion house KidSuper's Colm Dillane to design the Papa Johns x KidSuper Hot Bag, which will make its official debut later this month during Paris Fashion Week Men's Spring/Summer 2026 (SS26), as part of the KidSuper show.
Select customers who order Croissant Pizza may receive their delivery in the exclusive Papa Johns x KidSuper Hot Bag – and if it arrives at their door, it's theirs to keep.
'The bag celebrates creativity and craftsmanship, echoing both the artisanal spirit of the Croissant Pizza and Papa Johns commitment to quality,' says Lyn-Sue. He further explains how the design elements of the bag have been inspired by the Croissant Pizza.
'The bag's woven strap mirrors the handcrafted, tightly braided crust of the pizza, the zipper delicately curves in a crescent shape, and the soft edges mimic the fluffy folds of the iconic pastry,' he says.
Drawing in the relevance of the Paris Fashion Week runway launch to consumers in the region, Lyn-Sue says: 'For Middle East consumers – especially in trend-aware markets like the UAE – this reinforces Papa Johns as a modern, culturally relevant brand.'
'It elevates brand perception and drives consideration by creating meaningful, shareable experiences that resonate with our audience,' he adds.
View this post on Instagram
A post shared by Papa Johns UAE (@papajohnsuae)
Lyn-Sue claims that the initial response to the new product from consumers in the region has been positive.
'In the markets where Croissant Pizza has launched – the UAE, Bahrain, and Qatar – consumer feedback has been overwhelmingly positive,' he says. 'Social media buzz began almost immediately, with customers sharing their first impressions, reviews, and reactions.'
'Early sales performance has also been very encouraging, with strong trial rates and clear signs of repeat interest. We're excited by the initial results and can't wait to bring Croissant Pizza to more markets around the world in the coming months,' he adds.
Finally, Lyn-Sue claims that Papa Johns aims to continue to build on the strong momentum from the launch of its Croissant Pizza. The QSR brand plans to remain bold in its approach to ensure continued relevance.
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