"Shaquille O’Neal Joins Papa John’s Board as Chain Seeks to Recast Image"

"NBA Hall of Famer is investing in nine restaurants in the Atlanta area and will enter into an endorsement agreement with the pizza chain"

WSJ Article published March 22, 2019 

https://www.wsj.com/articles/papa-johns-names-shaquille-oneal-to-its-board-11553259685

source: https://centredailytimes.org/investing/papa-john-stock-rallies-shaquille-neal-joins-troubled-chain-board-48622224

Analysis by: Nancy Rodriguez
Analysis posted on March 23

The news of former basketball player Shaquille O'Neal's new position on the board of Papa John's International Inc. has already circulated through various news outlets. According to the Wall Street Journal, this comes in the midst of the company's attempts to improve its image after the founder and former chief executive officer, John Schnatter, blamed slow sales because of how the NFL handled the national anthem protests and said a racial slur during a call with marketers. Consequently, he resigned as chief executive and chairman, and the company suffered drastic sale and share declines. To repair the damage, the company hired an activist firm, conducted a cultural audit, and held a diversity workshop for employees.

Shaquille O'Neal has been a fan of Papa John's since college and according to Papa John's CEO Steve Ritchie, might appear in future TV ads. Shaquille currently owns the Krispy Kreme Doughnuts franchise along with a fried chicken and a fine-dining restaurant. He use to own 27 Five Guys burger franchises.

I chose this article, because Papa John's is a well-known pizza franchise that has been seen in the news a lot since its founder said such comments. Shaquille O'Neal has shown to be a prominent business man in previous years and is no stranger to TV ads. I believe adding Shaquille to the board is a smart move in the company's continuing efforts to re-establish customer trust.

This article relates to our class, because the product's branding is in question. John Schnatter tainted the company's image, and the company is now trying to restore the brand through marketing efforts. This franchise's target market is diverse, but the founder's remarks disregarded that. Adding Shaquille to the board means the company will have a well-received business man who can help rebuild a positive image by appealing to their diverse target market which also includes sports fans. I think Shaquille's experience is more than adequate to help the board make right decisions as they move forward in improving the company's internal weaknesses.