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© History Oasis
For 34 years, Papa John’s had no fast food mascot. But it did have its charismatic founder, John Schnatter. He founded the company in 1984, named it after himself, and put his face on every pizza box, commercial, and restaurant wall. The man was the brand.
This worked until 2017. Schnatter blamed NFL player protests for poor sales. So in May 2018, he used a racial slur on a training call designed to improve his public image. Forbes reported it in July. Schnatter resigned as chairman that day.
After that, Papa John’s faced a unique problem: how do you rebrand when your founder’s face is your logo? The company needed new faces.
One answer already existed. Mr. Slice had been used for Papa John’s franchises since 2012. By November 2013, people called him the company’s “new” mascot. The character is a pizza slice with a grinning face, pepperoni dots, and mushroom pieces.
The costume included feet and hands. And franchises would buy them for school visits, community events, store openings, and little league games.
Mr. Slice was never meant for national campaigns. But he became a tool for individual owners, not corporate headquarters. While Schnatter’s face sold pizza on TV, Mr. Slice handed out coupons at elementary schools.
The character gave Papa John’s something new. He gave the brand a family-friendly presence that couldn’t say anything controversial. Mr. Slice had no opinions. He just waved and posed for photos.
When Schnatter fell, Mr. Slice held up the brand as family-friendly.
2018-2019
But Mr. Slice was not enough; chaos followed Schnatter’s exit. Marketing agencies fled. Laundry Service quit. Publicis’s Fallon lasted one month. In February 2019, hedge fund Starboard Value invested $200 million and installed new leadership. Schnatter left the board in March after settling his lawsuits.
Papa John’s tried the “Voice of Papa John’s” campaign, featuring franchisees instead of one face. No more cult of personality. Mr. Slice continued his local work. But the company needed something bigger for national credibility.
They needed a star who could match Schnatter’s visibility without his baggage.
2019-Present
On March 22, 2019, Shaquille O’Neal joined Papa John’s as brand ambassador, board member, and investor. He bought 30% of nine Atlanta restaurants for $840,000. The company paid his firm $4.1 million over three years, plus expenses. Total package: $8 million in cash and stock options.
O’Neal became the first African American board member. CEO Steve Ritchie said O’Neal “understands how to build lasting connections with consumers and energize employees.”
He was the anti-Schnatter.
On June 29, 2020, O’Neal launched his pizza. The Shaq-a-Roni came extra-large with extra cheese and extra pepperoni. Slices were cut bigger than any previous Papa John’s pizza. Price: $12. The pie had twice the mozzarella and double the pepperoni of standard pizzas.
Papa John’s donated one dollar from every sale through August 23, 2020, to The Papa John’s Foundation for Building Community. The money funded COVID-19 relief, racial justice work, Boys & Girls Clubs of America, and UNCF.Marketing included a Snapchat filter that turned the box into a 3-D experience.
And QSR Magazine named Papa John’s the most transformational brand of 2020.
The Shaq effect worked.
In April 2022, O’Neal renewed for three more years: $11 million in cash and stock. His cash payments jumped from $4.125 million to $5.625 million.
In February 2024, O’Neal announced he would not seek board reelection when his term ended in May. He cited business commitments but kept his restaurants and brand ambassador role.
On June 5, 2025, the Shaq-a-Roni became permanent. After five years as a limited-time offering, Papa John’s added it to the full-time menu at $15.99. The pizza outlasted O’Neal’s board tenure.
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