As many restaurant chains struggle to ride out the most challenging foodservice industry climate in recent history, Papa Murphy’s Take-’N'-Bake Pizza chain seems to be offering the right formula at the right time: convenient yet fresh and reasonably priced meal solutions.
And from the marketing perspective, a local, community-oriented, franchise-owner approach facilitated by corporate has been no small factor in driving awareness and uptake of an already of-its-time concept, a chain executive tells Marketing Daily.
The Vancouver, Wash.-based Papa Murphy’s chain, which uses fresh dough and toppings to create pizzas that consumers take home and bake themselves, is bucking the declining traffic/sales trends impacting so many restaurant chains and independents. Those trends reflect both consumers’ reductions in dining out in favor of at-home meal preparation and food retailers’ aggressive moves to compete with restaurants by expanding into fresh, easy-to-prepare-at-home convenience foods.
