Media Training Firm Frames Papa John’s Founder John Schnatter

Media Training Firm Frames Papa John’s Founder John Schnatter

You won’t see this interview with Papa John’s Founder John Schnatter on the mainstream media.

When I first saw this story, so close to the NFL/Papa John’s “scandal” my spidey senses started to tingle. I told my wife, this is fishy. This reeks of a setup – but I didn’t know how or why.

Is suspected maybe the “Pizza Wars” much like the airline wars of late might have something to do with it. If you watch a story lines on the Showtime series Billions, you’ll begin to understand what I mean.

These hedge fund managers and traders can’t always get an “edge” so sometimes they create the edge by either sabotaging companies or EVEN EASIER, sabotaging the company’s reputation by using a surrogate, the American Drive-By Media and the morons who swallow what they present as news, hook, line and sinker.

Then I found this interview where Papa John’s Founder John Schnatter lays it all out very simply. He was setup by a shady PR firm who wanted him to put Snoop Dogg or someone who might “endear Papa John’s to the black community” to make this NFL thing go away.

Here’s what really happened according to Schnatter’s accounts in this video:

  • John Schnatter’s remarks about the NFL were taken out of context in November 2017
  • The Media pounced and therefor the public was spooked
  • John Schnatter stepped away from the spotlight
  • Papa John’s hired a PR Firm to coach them on how to avoid this sort of firestorm
  • The PR Firm/Agency tried to convince John Schnatter to collaborate with “someone” from the black celebrity community who uses the N word frequently (3:07)
  • John Schnatter rejected this idea more than once.
  • The Agency and Papa John’s executives had a conference call to discuss the idea again
  • On the call John Schnatter was challenged by the Agency because Schnatter refused to endorse or associate “Papa John’s” with a person who uses the “N word” (whoever the celebrity/brand they were recommending)
  • To illustrate how bad the idea was John Schnatter repeated the language he DID NOT want to have associated with Papa John’s and explained how he and the company would not be associating with that term
  • The Agency they hired to help them resolve the fallout from the NFL comments (taken out of content) then attempted to extort John Schnatter and Papa John’s for $6million dollars to “make this call go away”.
  • Papa John’s and Schnatter refused to be extorted
  • The Agency and President of the Agency took the story to Forbes
  • Forbes printed the trash
  • Now everyone is reacting to John Schnatter doing the OPPOSITE of what he actually did.
  • He’s not a racist, and he was actually working against a PR firm/agency trying to link Papa John’s with a known celebrity or artist who actually DOES use the N-word with no negative consequences
  • Though out it all, and even thought he’s been set up by this “agency”, John Schnatter is accepting 100% responsibility for HIS actions
  • No one is stepping up to back up John Schnatter. The partners and “big shots” are all afraid to say what really happened, and what this really is
  • Racism is wrong, and so is extortion

Share this video with people you know who are sick of the media twisting stories for clicks, views and ratings.

How To Price Your Offer

How to Price Your Offer

Why Pricing is Key in Making a Profit in Your Business


They put on their Bears jerseys and had a plan to sell snow cones at their brother’s baseball game.

I asked them how much they were planning to sell the snow cones for…

Their pricing decision was BOLD but it made EVERY bit of difference.

Initially, Natalie said they would charge $.50 for a snow cone.

Rocco agreed.

Then we did some math.

We tallied up their expenses. Most of their expenses were sunk costs i.e. we own the table, snow cone machine, power cords, and even had a bag of ice. But they needed a few more flavors.

Their COGS (cost of goods sold) was $9.50.

When I asked the kids how many they thought they could sell, they thought MAYBE 10…

Then I showed them how 10 x $.50 would mean GROSS sales of $5.00….and NO money in their pocket after 2 hours or more of hard work.

Natalie didn’t like that too much.
Rocco pointed out that NEXT time though, they would have left over syrup and ice and their COGS would be ZERO…

Natalie still didn’t like working for nothing TODAY.

I asked why not charge MORE.

They said how much?

I said how much would YOU pay for a snow cone on a hot day when there’s NOTHING else around and you’re stuck at a baseball game?

He said, $2 or $3…. 

We all agreed $3 might be a tough ask…not impossible but for their first run, a stretch. They needed to build confidence.

They settled on $2.

Their mother thought $2 was HIGH. MY mother thought $2 was high.

But the MARKET spoke loud and clear.

They had a tough time with their location.
No one could see them…

So Rocco walked the crowd and SOLD directly to the people.
Natalie locked down ops/customer service.

They sold 9 Snow Cones.
No one balked at the price.

They closed up shop a little early and chilled for the remaining half hour of the game.

9 x $2 = $18 gross

had they charged $.50 they would have grossed $4.50
had they charged $1 they would have grossed $9.00

Pricing was the KEY to PROFITABILITY 

Imagine what they can do when they’re location is in the middle of the ACTION and they get their system DOWN.

The race to the bottom (in pricing) is usually the RACE TO BANKRUPTCY…

Consider RAISING your prices, INCREASING value, and being efficient over lowering your prices to compete with “everyone else”.

Thanks Natalie & Rocco for an AWESOME effort and wonderful lesson!

I’m Matt Dubiel and I approved this message.

How to Double Your Revenue

How to Double Your Revenue

How Mattress Firm can double your sales/income this year:

matt dubiel double your revenue mattress firmThese are just a few of the MATTRESS FIRMS in the area.
Have you noticed sometimes there’s a mattress firm across the street from ANOTHER mattress firm?
There’s a reason for this. Some have rumored it’s because they launder money or something weird like that.
The truth is, sometimes people come up with kooky stories like that to explain away success they don’t understand.

Here’s why Mattress Firm is seemingly everywhere.

#1 The offer something every person needs. Everybody sleeps so they need to be available to everyone.
#2 Mattresses are not cheap. It’s somewhat of a high ticket investment. They do not need to sell that many mattresses to make enough to pay for more locations, overhead, advertising, and leave room for profit.
#3 Mattress Firm ADVERTISES constantly. They know they need to stay top of mind so when you finally decide to plunk down the big $$$ for that mattress THEY are the ones you think of, they are the ones you call, and they are the place you visit. And just incase you try to go somewhere else, you MAY have to drive past a mattress firm to get to the other guys.
#4 Mattress Firm has SOLID messaging. They know what to say to get you to think of them and buy. In fact, they know what to say to the majority of us who think we don’t need a mattress. Their messaging is “experts say you need to replace your mattress every 10 years”. Who says? Mattress firm says…and then they pay other people to say it. Then YOU hear it, and you say it to other people to.
#5 Mattress Firm is now committed to advertising. They threw their hat over the fence so to speak. Now that they have so many locations, they MUST advertise otherwise the whole thing comes tumbling down. Since advertising costs money, they MUST have solid messaging to recoup their investment.
#6 Mattress Firm has to be certain about their sales process. Since they’re pot committed to the process of lead generation via advertising, they MUST be sure their sales team is trained to handle the traffic and demands of the prospective customers.
It all started with a decision.
Mattress Firm decided: We are in the business of selling mattresses, so we need to tell everyone we can Mattress Firm is the place. We need to seed future customers with the idea that they should replace their mattress every 10 years. We need to be a leader in this marketplace.
What’s your decision?
Did you decide to wait for customers to come to you, by the luck of the draw?
If you decide you want to go after your future business and make things happen – I have a million dollar idea waiting for you.