Protein Crust Pizza? Papa Johns Tests the Wellness-Minded Appetite
Krissy Vann | Host, All Things Fitness and Wellness
Protein crust pizza might sound like a punchline, but it is quickly becoming a signal. As consumers rethink how indulgent foods fit into more balanced lifestyles, even legacy quick-service brands are testing how far the wellness conversation can stretch. Papa Johns is the latest to step into that space, unveiling a limited, one-day-only Protein Crust Pizza designed to appeal to protein-conscious consumers without abandoning pizza’s core appeal.
The concept is being tested quietly and intentionally. The Protein Crust Pizza is a perfectly portioned, personal-sized 8-inch pie made with protein-infused dough and positioned as an exclusive drop for Papa Rewards members at a single Atlanta location. It is less a full-scale launch and more a temperature check on where consumer demand may be heading next.
“People are thinking differently about how their favorite foods fit into their wellness-driven lifestyles,” said Shivram Vaideeswaran, senior vice president of brand marketing at Papa Johns. “The demand for meals that are satisfying and protein-packed has never been higher. This drop gives our most loyal fans a first taste of what we’ve been working on, and if they love it, they might see it on the menu soon.”
From a nutritional standpoint, the pizza is built to make a statement. The dough alone delivers 23 grams of protein, pushing total protein content to as much as 55 grams depending on the topping combination. Two versions are available: The Meats option, featuring sausage, pepperoni, and a six-cheese blend, delivers up to 55 grams of protein, while the Veggie option with mushrooms, green peppers, and onions delivers 49 grams. Both use real cheese and contain no artificial flavors or colors.
“What makes this Protein Crust Pizza so special is that the dough alone delivers 23 grams of protein,” said Mark Gabrovic, vice president of culinary at Papa Johns. “From there, we layer on premium ingredients that pack the flavor punch and add even more protein. What we love about this pizza is that it delivers a more balanced, protein-powered, delicious meal without compromising on the quality the consumer has come to expect from Papa Johns.”
Beyond the novelty, the test raises a broader question about shifting demographics and expectations. Protein-forward messaging has traditionally lived in fitness, sports nutrition, and specialty food categories. Its migration into mainstream pizza suggests that wellness cues are no longer niche signals but baseline considerations for a wider audience, including consumers who still want familiar, comfort-driven foods.
The exclusivity of the drop also matters. By limiting availability to one day, one store, and rewards members only, Papa Johns is framing the product as both experimental and aspirational. It allows the brand to gauge interest, collect feedback, and generate buzz without committing to a national rollout.
The Protein Crust Pizza will be available Wednesday, January 21, on a first-come, first-served basis while supplies last. Local Papa Rewards members will be notified through the Papa Johns app with details about the participating Atlanta location. Whether protein crust pizza becomes a menu staple or remains a clever one-day stunt, the message is clear: even pizza chains are paying close attention to how wellness culture is reshaping everyday eating habits.
