For many of us, pizza is more than just food; it’s a reward. As children, it was something we earned for birthdays, good behavior, or special accomplishments, and that perception has not disappeared during adulthood.

Today, pizza is still widely seen as a treat, often related to a “cheat meal.” Society and some nutrition experts have long labeled it as “unhealthy,” turning it into a guilty pleasure for many and a forbidden food for others, especially those trying to stick to their 2026 fitness resolutions.

Yet, despite the warnings, pizza remains a popular dish. There is something deeply nostalgic and comforting about warm dough, fresh tomato sauce, melty cheese, and the mouthwatering smell that keeps people coming back for more.

As of 2025, the largest domestic pizza chains by number of locations include Hunt Brothers Pizza, Domino’s Pizza (DPZ), Yum! Brands’ Pizza Hut (YUM), Papa Johns (PZZA), and Marco’s Pizza, according to ScrapeHero.

Papa Johns has been a major player in the category for over four decades, but amid intensifying competition and changing consumer habits, even legacy brands face struggles. 

In response, the company has launched a surprising new menu item that could finally make quick-service pizza a guilt-free option.

Papa Johns unveils the new Protein Crust Pizza

Papa Johns is testing a new Protein Crust Pizza, designed to offer significantly more protein than the traditional dish. This 8-inch personal pizza contains about 23 grams of protein in the crust alone and up to 55 grams with toppings available in meat-lover and vegetarian options, according to the press release.

Protein Crust Pizza toppings

  • The Meats (55g protein): Sausage and pepperoni with a six-cheese (Mozzarella, Provolone, Fontina, Asiago, Parmesan, and Romano cheeses)
  • The Veggie (49g protein): Mushrooms, green peppers, and onions with the six-cheese blend

The Protein Crust Pizza is currently a limited, one-day-only release, exclusively for Papa Rewards members at one select Atlanta Papa Johns location on January 21. Local members will receive notifications through the Papa Johns app with more details, and availability is limited while supplies last.

Papa Johns launches the new Protein Crust Pizza.

Shutterstock

The rise of health-conscious consumers

This latest Papa Johns release is not random. Consumers have become increasingly health-conscious, seeking fewer calories, cleaner ingredients, and less artificial processed foods.

Protein has particularly emerged as a strong trend in the food and beverage sector. Nearly 60% of global consumers report actively incorporating more protein into their diets, according to Innova Market Insights Top Ten Industry Trends for 2026.

The global health and wellness foods market was valued at $858.8 billion in 2023 and is projected to reach nearly $1.6 trillion by 2030, growing at a compound annual growth rate (CAGR) of 9.4%, according to Grand View Research. North America alone led the market in 2023, generating $285 billion in revenue.

“There is a growing demand for protein-rich food products as consumers seek to support a healthy lifestyle,” said industry experts at Grand View Research. “This trend encompasses traditional protein sources and plant-based proteins and supplements, reflecting a broader shift towards health-oriented eating habits.”

More Restaurant News:

  • McDonald’s making major drive-thru change
  • Taco Bell doubles down on making food affordable
  • Chick-fil-A made a major change to its chicken, fans are noticing

In response, major food companies are investing heavily in developing better-for-you options to avoid losing market share and stay relevant among consumers.

“Growth in the pizza restaurant space increasingly hinges on how well brands balance consistency with innovation,” said industry analysts at Restoworks. “It’s no longer enough to dominate with footprint or price; winning operators are those who align formats with local markets, experiment with diverse flavors to match emerging tastes, and invest in technology.”

Papa Johns’ strategy to revive growth

The Protein Crust Pizza launch comes as Papa Johns faces declining sales and slower consumer traffic. In the third quarter of 2025, North America comparable sales fell 3% year over year, continuing a nearly uninterrupted downward trend in the company’s U.S. market.

To address the ongoing declines, Papa Johns enacted a five-step plan, making significant changes in its overall operations and restaurant portfolio to revive its business and support long-term growth.

Papa Johns’ five-step plan:

  • Focus on core products
  • Amplify marketing
  • Invest in technology
  • Differentiate the customer experience
  • Strengthen and evolve the franchise base

“We are navigating a challenging consumer and competitive environment and executing a strategy to ensure Papa Johns delivers sustainable, profitable growth,” said CEO Todd Penegor in a 2024 earnings call. “While the full benefits will take some time, our transformation strategy is showing positive results, and we are taking far-reaching actions to accelerate the progress we are making.”

Papa Johns restructuring and franchise expansion

As part of this transformation, Papa Johns plans to reduce company-owned restaurants in North America to a mid-single-digit percentage of its nearly 6,000 global locations. The company aims to accelerate domestic refranchising, focusing on profitable growth and high-demand markets.

“We are looking actively at what’s the right level of company ownership, what’s the role of refranchising and how does that help stimulate even more growth for our system,” Penegor said in the company’s latest earnings call.

Related: Pioneering national pizza chain files for Chapter 11 bankruptcy

In late 2025, Papa Johns sold 85 restaurants in Washington, D.C., and Baltimore to Pie Investments Management, which now operates over 150 Papa Johns locations nationwide. The group plans to open 52 additional units in the Philadelphia market over the next few years, aiming to reach 250 locations by 2030.

As of September 28, 2025, Papa Johns operates 5,994 restaurants across 51 countries and territories, with 2,976 of its 3,517 North America units franchise-owned. During the same period, 28 franchised locations in North America were closed.

Acquisition rumors add another layer of uncertainty for Papa Johns

Since 2024, speculation has circulated that Papa Johns could be acquired by private equity firms, including Apollo Global Management, TriArtisan Capital, and Irth Capital Management. While no official agreements have been announced, such a move would take the company private for the first time since 1993.

“Bearish analysts are concerned that the ongoing buyout rumors have shifted attention away from core business fundamentals and performance metrics,” said Simply Wall Street analysts. “Uncertainty regarding the realization of a formal bid and potential shifts in deal terms could introduce share price volatility and downside risk.”

The protein trend reshapes restaurant menus

Papa Johns is far from alone in following the protein trend. Other chains have rolled out similar offerings.

Restaurant chains that have launched protein-focused products

  • Starbucks: Launched protein-enhanced beverages, including protein lattes and cold foam (Source: Starbucks)
  • Dunkin’: Introduced Protein Milk along with a lineup of protein refreshers and lattes (Source: The Street)
  • Chipotle: Debuted a High Protein Menu with bowls, burritos, salads, and snack cups (Source: Chipotle)
  • Jack in the Box: Rolled out Protein Bowls (Source: Jack in the Box)
  • Blaze Pizza: Added a limited-time “Protein-zza” (Source: The News-Press)

Related: Popular pizza and beer brand closes locations after bankruptcy