Food companies understand that Americans are increasingly interested in buying food that actually seems worth eating. We want food that’s some degree of fresh, healthy, natural or otherwise of higher quality. It’s for this reason that you see images of plump fruit decorating packages of cereal bars and the greenest broccoli you’ve ever laid eyes upon appearing on boxes of frozen dinners. At Burger King, you don’t order a mere salad – it’s a Chicken Caesar Garden Fresh Salad. Those chips aren’t just cheese-flavored – they’re Harvest Cheddar Sun Chips, with “harvest cheddar” an entirely meaningless term.
Few companies have applied this appeal more literally than Papa John’s, which for years has boasted “Better pizza. Better ingredients.” Printed on every Papa John′s pizza box is a little story: “When I founded Papa John′s in 1984, my mission was to build a better pizza,” says “Papa” John Schnatter. “I went the extra mile to ensure we used the highest quality ingredients available – like fresh, never frozen original dough, all-natural sauce, veggies sliced fresh daily and 100 percent real beef and pork. We think you’ll taste the difference.”