John Schnatter, a.k.a Papa John of the pizza chain fame, recently joined TikTok. While only on the platform for a few weeks, the controversial figure is already giving users plenty to talk about and discuss thanks to a variety of videos that seem solely designed to showcase Schnatter’s wealth, including an MTV Cribs-style mansion tour.
For years, Schnatter was synonymous with the Papa John’s brand. Not only founder and CEO, but also the public face of the company, Schnatter helped guide the pizza chain to new heights. However, after a number of personal controversies Schnatter was forced to step down as CEO of Papa John’s in 2018. Since then, Schnatter has continued to be outspoken when making public statements, and now appears to be intent on developing a personal brand on the ever-popular video platform, TikTok.
While Schnatter’s first TikTok video was only posted at the end of April, the channel has been regularly adding new ones with more than ten videos now linked to the account. One of the more recent ones has proven to be the most interesting with the video already having generated more than one million views in just a matter of days. The video is titled part 1 of the “tour of the Papa Castle” with Schnatter providing a guided tour of his home, in the style of MTV Cribs. However, the tone and timing of the video has not impressed many on TikTok, or for that matter, social media in general.
Although Schnatter’s mansion tour video has so far attracted the most attention, it is not the only one designed to show off Schnatter’s wealth with others highlighting Schnatter’s personal helicopter and his private car collection. The overall theme of the TikTok account has resulted in many comments on the posts pointing out the poor timing of the videos, considering the COVID-19 pandemic has become so financially devastating for so many businesses and individuals. As one of the comments reads, “people out in the world trying to survive and this man is showing off.” Similar unimpressed messages have also shown up on other social media platforms, including Twitter.
Then there are those who while in agreement with many of the sentiments made by others, can’t help but see the entertainment value in the video and the general appeal of following the outspoken public figure on TikTok.
Regardless of anyone’s thoughts on Schnatter’s past actions, as some have pointed out, the timing is unfortunate due to the current state of the economy and the uncertainty so many face in terms of employment and income. However, that’s providing the timing was accidental to begin with, considering that same timing is also helping to spread the Papa John Schnatter’s TikTok arrival further and wider than it might under different circumstances.
Either way, what is clear is that Schnatter does appear to understand how to play the TikTok game and that likely means the limited collection of videos so far, are probably only the start of what’s to come.
Source: John Schnatter/TikTok
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