throughout papa john's tremendous growth during its first 10 years of operation, its marketing programs through direct mailing and direct store-to-door coupon. In an effort to improve the marketing campaign, schnatter realized that he needed to find a printing company that could offer consistent high-quality service at a reasonable price. In the mid-1990s, Schnatter found a printer that met his expectation better than most. The decision to vertically integrate into the business of printing was made. The franchise owners were not required to use the in-house printing service. The in-house printing operation was required to earn the business of each franchisee. In an effort to keep cost low within the printing division, papa john’s regularly accepted outside print jobs. It was not uncommon to print a flyer for a real estate company better jobs for a papa john’s franchise. In additional efforts to keep costs low, the printing presses were operated 24 hours a day.