Having been ousted as CEO and chairman of Papa John’s, John Schnatter (who remains the largest shareholder) is not giving up his fight to “save” the company. The problem with that is, he’s the reason the company has been through the metaphorical wringer these past few months.

Two events in particular over the last year have sparked negativity around Papa John’s. Firstly, Schnatter blamed poor pizza sales on NFL anthem protests, a move that caused a huge backlash and is largely understood as the reason he resigned as CEO. Secondly, he used a racial slur on a conference call – something he apologized for and then resigned from his role as chairman of the company.

With Schnatter, to some extent, out of the picture (like I said, he’s still the largest shareholder), Papa John’s is looking to fix its damaged image. It’s not going to be an easy job, considering Schnatter’s face and name features so prominently in the branding. You could go as far as to say he is the brand – something he stresses on his website which opens with the phrase “I am Papa John.”

One of the company’s next moves is rumored to be the removal of the apostrophe from “Papa John’s”, making it “Papa Johns.” It was news we were made aware of when a Brandwatch Signal set up around the company dropped into the team’s inbox over the weekend.