Papa Murphy’s Promotions Drive Sales and Fan Engagement

Papa Murphy’s grows a fan base with creative, fun marketing campaigns and a brand new loyalty program

There’s no other pizza concept like Papa Murphy’s Take ‘N’ Bake Pizza, and now more than ever, that uniqueness is our strength. Our recent marketing campaigns are not only driving sales for our pizza Franchise Owners, but they’re also growing a new loyalty program that is now more than one million members strong.

The “Change the Way You Pizza” campaign launched around the same time the pandemic began in 2020. While the timing could have been challenging, it actually helped our brand hone in on what makes us different. People began to stay home more and look for more meaningful ways to celebrate every day, which is at the heart of what we do at Papa Murphy’s.

“We’ve positioned our popular pizza franchise as being a standout choice for consumers looking to add a specialness to everyday life – a fresh, high-quality product they cook at home when they want it and just the way they like it,” says Kim McBee, Senior Vice President of Customer Experience. “We wanted to make sure we were really focusing on quality and awareness…that we make the dough fresh daily, we shred the cheese daily, and we chop the vegetables daily. People really care about their food and what they eat. Most pizza is delivery-style that goes in a box, so the ‘Change the Way You Pizza’ campaign really takes a pause to say, ‘Wait a minute; I love pizza but I can have a really great pizza fresh out of my oven, customized the way I like.’”

With 2 million MySLICE Rewards loyalty program members on the horizon, increased sales, and more social media engagement with guests than ever thanks to fun promotions focusing on summer grilling and “tailbaking,” Papa Murphy’s is entering 2021 with a ton of momentum.

Papa Murphy’s connects with longtime guests and attracts new fans

At Papa Murphy’s, our fans are devoted to our unique take and bake concept, and we’ve established a new, wildly popular loyalty program to reward them for their purchases. Our fun promotions, such as our fall Tailbaking campaign and our Twitter search for the oldest frozen pizza, have also helped build buzz and contributed to the growth of our database of loyal fans to more than a million strong.

“People were going online more and ordering more, so we wanted people be aware of and benefit from the ordering options Papa Murphy’s provides,” McBee says. “It’s been going very well; lots of people are signing up for the MySLICE Rewards loyalty program because they want to get the benefit of being a loyalty member, and it has allowed us to be really smart in how we are talking to our guest. By offering them the products and promotions they want, based on their past purchasing behavior, we can drive sales and strengthen customer loyalty.”

The future looks bright as Papa Murphy’s continues to expand across the country. Everywhere we go, what truly connects people to our brand is our uniqueness, our focus on family, community, and providing a different way to eat pizza.

“Great brands evolve,” McBee says, “and this is a great brand that needs to evolve and grow its franchise base because there are people who don’t have the benefit of having a Papa Murphy’s in their neighborhood – and there needs to be a Papa Murphy’s in everybody’s neighborhood! When you look at the brand loyalty on the West Coast, it’s almost cult-like. You can’t have a conversation with somebody on the West Coast who doesn’t say ‘I love that brand…I grew up on Papa Murphy’s pizza.’”

It’s an exciting time to join Papa Murphy’s, and McBee expects the positive growth experienced in 2020 to continue into 2021 and beyond. 

“Papa Murphy’s is a phenomenal brand because our owners are phenomenal,” she says. “The fact that our stores are locally owned and operated is key, as they are entrenched in their communities and that is what it is all about.”

Bring A Take and Bake Pizza Franchise to Your Community

Papa Murphy’s franchise 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 making a difference in their community, bringing families together, and most of all – pizza.