Warning: Not a full answer, but too long to be a comment. As Tri observed, this does not always hold. My point is that we do get this identity if we specify $p,q,r$ a bit more carefully.
I'm fond of handling this three variable cubic polynomial as follows.
Consider the circulant matrix
$$
M(a,b,c)=\left(\begin{array}{ccc} a& b& c\\ c&a&b\\ b&c&a\end{array}\right).
$$
It is well known that we get the cubic as the determinant
$$
F(a,b,c):=\det M(a,b,c)=a^3+b^3+c^3-3abc.
$$
What the question reminds anyone well versed in linear algebra is the determinant product rule
$$
\det A \cdot \det X= \det AX.
$$
We obviously want $X=M(x,y,z)$. Furthermore, it is known that the product of two circulant matrices is itself circulant. Indeed,
$$
M(a,b,c) M(x,y,z)= M(a x + c y + b z, b x + a y + c z, c x + b y + a z).
$$
Putting all this together implies that
$$
F(a,b,c) F(x,y,z)=F(a x + c y + b z, b x + a y + c z, c x + b y + a z).
$$
In other words, the claim holds, if we, instead, specify
$$
\begin{cases}
p=ax+cy+bz,\\
q=bx+ay+cz,\\
r=cx+by+az.
\end{cases}
$$
The claim does hold more generally. For example, we can obviously permute $\{p,q,r\}$ any way we want. I'm afraid I cannot tell, what would be a sufficient and necessary condition for the identity to hold. The given constraint is satisfied with the above choice of $p,q,r$, but is not sufficient.
For the benefit of readers familiar with basic abstract algebra concepts: the algebra of $3\times 3$ circulant matrices is isomorphic to that of the ring $K[x]/\langle x^3-1\rangle$ where $K$ is the field we draw the constants from (most likely $K=\Bbb{R}$ or $K=\Bbb{C}$). The matrix $M(a,b,c)$ represents multiplication by the coset of $a+bx+cx^2$ w.r.t. the basis consisting of the cosets of $\{1,x,x^2\}$.