Papa Murphy’s, the under-the-radar take n’ bake pizza concept unknown in some parts of the country, scored an upset victory in the food world, ranking #1 with consumers in two recently-released, prestigious consumer surveys. The big surprise: This underdog brand beat out full-service brands without having ovens, table service, delivery drivers, or bars! Instead, they relied on their dough made fresh daily in stores, 100% real mozzarella cheese, fresh veggies cut by hand and the premium meats that amply top every pie.
Just like Starbucks, Nike, and Costco, Papa Murphy’s is a cult brand that started in the Pacific Northwest and is quickly sweeping the nation as take n’ bake becomes customers’ preferred pizza.
Papa Murphy’s has been steadily winning consumer-confidence polls because of unique offerings and brand positioning.
iËœ Customer’s #1 Choice: For the third straight year, customers ranked Papa Murphy’s #1 Rated Pizza Chain in Zagat’s Fast Food Surveys.
iËœ Unique Target Customer and Offering: While competitors battle it out for the young male customer who may switch brands for the lowest price or the value customer on-the-go, Papa Murphy’s core customer is the mom looking for fresh, high-quality ingredients she can be proud to bake in her own oven and feed to her family, bubbly and hot.
iËœ Unique Pizza Offerings: Papa Murphy’s has a variety of products on its menu, even a pizza for the health-conscious. The thin and crispy delite line of pizzas is packed full of flavor, with toppings like grilled chicken, sun-dried tomatoes, artichoke hearts and even bacon. But with 40% less fat and 30% fewer calories than their usual Signature pizzas, consumers love that they can enjoy this pizza without any of the guilt and without giving up amazing taste.
iËœ High Quality/Low Overhead: The company can offer higher quality pizzas without high prices because of the unique business model with low overhead. Stores close by 10 p.m. and there are no delivery drivers, freezers or ovens. Plus, square footage is smaller than most competitors because there’s no in-store dining.
Posted by Paula Votendahl
04/28/13
