Papa John’s can’t get its playbook straight.

The struggling pizza chain —which scrapped its sponsorship deal with the NFL in February after tangling with the league over the kneeling controversy — said on Tuesday it has resorted to cutting prices to reverse a recent sales slide.

Papa John’s shares tumbled as much as 11 percent on Wednesday after the company disclosed the new discounting strategy as it revealed weaker-than-expected sales and earnings for the most recent quarter.

The shares recently were trading at $56.27, off 4.2 percent.

“We need to attract new audiences,” Chief Executive Steve Ritchie said on an earnings call. “We can’t be solely focused on sports or the NFL.”

New deals include the $12.99 Papa’s Meal Deal introduced a month ago, which includes a large pie with one topping, a bread side and a 2-liter drink.

After seven years as the official pizza chain of the NFL, Papa John’s was replaced three months ago by Pizza Hut. Founder and former chief executive, John Schnatter, had blamed the chain’s declining sales on the national anthem protests unleashing a firestorm of negative publicity.

Ritchie replaced Schnatter in January.

While the Louisville, Ky.-based pizza slinger’s sales have been petering out over the past year, they turned sharply negative during the past two quarters, down 3.9 and 5.3 percent, respectively.

“The pizza category seems fine,” said John Zoldis, president of research firm Quovadis. He added that Papa John’s is likely losing share because of its “marketing, branding or execution, assuming they haven’t changed the product.”