Papa John’s Is Secretly Testing a Pizza That Doubles as a Protein Shake
As of late, protein has stopped being a gym-only obsession and has become a full-blown diet obsession. Nearly 60 percent of global consumers say they are actively adding more protein to their diets, according to Innova Market Insights’ Top Ten Industry Trends for 2026. The global health and wellness foods market hit $858.8 billion in 2023 and could approach $1.6 trillion by 2030, growing at a 9.4 percent compound annual rate. Chains are watching those numbers closely, and one legacy pizza brand just made a protein-infused move.
A One-Day Drop With Bodybuilder Numbers
On January 15, 2026, Papa John’s International, Inc. announced it was testing a Protein Crust Pizza. It was a one-day-only release on January 21, available exclusively to Papa Rewards members at one select Atlanta location. The pizza is personal-sized at 8 inches, and the crust alone has 23 grams of protein. With toppings, the total climbs to 55 grams.
Two versions were part of the test. The Meat packs 55 grams of protein with sausage, pepperoni, and a six-cheese blend made of mozzarella, provolone, fontina, asiago, parmesan, and romano. The Veggie delivers 49 grams of protein with mushrooms, green peppers, onions, and the same cheese mix. The dough is infused with whey protein, and the company says the pizza contains no artificial flavors or colors.
Protein Is Taking Over Fast Food
Protein has become a marketing magnet. Starbucks introduced Protein Lattes and Protein Cold Foam in September. The cold foam alone adds 15 grams of protein to a grande drink. Dunkin’ rolled out Protein Milk and a lineup of protein refreshers and lattes as part of its winter menu starting January 7. Chipotle launched a High-Protein Menu featuring bowls, burritos, salads, and snack cups. Blaze Pizza even tested a limited-time “Protein-zza.”
Coffee, burritos, and now pizza crust are carrying macros front and center because consumers want indulgent food that fits into a fitness plan. Pizza has long been labeled a cheat meal, so Papa John’s is testing whether that label can change.
A Strategic Bet During a Tough Stretch
Image via Getty Images/vetkit
In the third quarter of 2025, Papa John’s reported North America comparable sales down 3 percent year over year. The company operates 5,994 restaurants across 51 countries and territories as of September 28, 2025. Of its 3,517 North America units, 2,976 are franchise-owned. In late 2025, it sold 85 restaurants in Washington, D.C., and Baltimore to Pie Investments Management, which plans to significantly expand its footprint.
CEO Todd Penegor has outlined a five-step plan that includes focusing on core products, amplifying marketing, investing in technology, differentiating the customer experience, and evolving the franchise base. Buyout rumors involving Apollo Global Management, TriArtisan Capital, and Irth Capital Management have also circulated since 2024.
Against that background, a high-protein pizza looks like a signal. Growth in the pizza space depends on innovation that matches changing tastes, as industry analysts at Restoworks have noted. Brands that balance consistency with experimentation tend to win.