Papa Murphy’s Owners Create Brand Buzz On Halloween Products
Themed pizzas provide a fun way to build brand awareness and grow revenue
Sisters Amy Soderholm and Mary Schulke have been Papa Murphy’s pizza franchise owners in Minnesota for seven years, and in that time, they’ve become scarily good at promoting Halloween products. Pizza and Halloween? You bet, they say. In fact, Halloween products mean big business at their three (and soon to be a fourth) locations.
“It’s our busiest day, and so we’ve got it really dialed in at this point,” Schulke says. “We begin planning a couple of weeks ahead, and then make sure we’ve got the extra ingredients to make double batches of cookie dough and anything else we need for Halloween.”
Promotional specials drive consumer interest
It’s a smart plan, since on Halloween — and even a day or two before — their Papa Murphy’s locations are hubs of activity. The Jack-O Pizza, a pumpkin-shaped pie, is a huge hit, as is the opportunity to pick up cookie dough at a discounted price with a Jack-O Pizza purchase.
“It’s a big holiday for us, and we don’t even have to do that much to promote it any more,” Soderholm says. “It’s become a tradition with our guests, and we really work to capitalize on it.”
That includes not only the pizza and cookie-dough special, but also staff in costumes and even a “do it yourself” drive-through outside and a partnership with local firefighters.
Holidays offer a chance for community partnerships
“We do a drive-through at one location, a store that does a lot of business,” Soderholm explains. “It’s at one end of the parking lot, with barriers and cones, so people don’t have to get out of their cars — which helps us keep things moving inside. The fire department comes and helps us out, and does a little fundraiser of their own, so it’s a super-fun time and really good for the community.”
Other holidays, such as Valentine’s Day, are also big draws for Papa Murphy’s franchises. Much in the way Halloween products include the Jack-O Pizza, the annual Lovefest offers a heart-shaped pie that’s also a big hit.
“That’s our second-busiest day of the year, although it’s pretty busy on Black Friday too,” Schulke says. “All these days and events are fun for us, and the corporate team has been very supportive of any ideas we come up with for promotions. They really like hearing from franchise owners and collaborating on ways to drive business, so it’s been a great partnership for us.”
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Papa Murphy’s take and bake pizza franchises is a low-cost investment opportunity, offering high growth potential. Join this dynamic brand as we expand our footprint across the United States. Initial investment costs range from $286,919 to $524,205, depending on numerous factors, including geographic areas, condition of the premises, and construction costs. We have grown to more than 1,250 locations thanks to a business model built for entrepreneurs who are passionate about quality, service, integrity, and most of all — pizza.
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