Background

Papa Murphy’s, a well-known U.S. pizza chain specializing in take-and-bake pizzas, wanted to strengthen customer engagement and modernize its brand perception. While the concept of fresh, customizable pizzas to bake at home was popular, the brand faced challenges in connecting with younger audiences, adapting to digital ordering trends, and differentiating itself in an increasingly competitive market.

Challenges

• Limited digital engagement compared to rivals leveraging app-based loyalty programs.
• Declining repeat purchases among younger demographics.
• Inconsistent brand message across franchise locations.
• Competition from delivery-focused chains that offered instant gratification.

Our Approach

PizzaFranchiseMaster.com designed a comprehensive engagement and rebranding strategy:

1. Brand Refresh – Updated in-store visuals, packaging, and social media identity to create a more vibrant, modern feel while retaining Papa Murphy’s signature “fresh take-home” appeal.
2. Digital Loyalty Program – Launched a mobile app with personalized offers, gamification features, and a points-based rewards system to encourage repeat visits.
3. Community-Driven Campaigns – Partnered with local schools, sports teams, and community events to reinforce Papa Murphy’s position as a neighborhood favorite.
4. Customer Experience Training – Implemented standardized training modules for franchise staff focusing on upselling, personalized service, and community engagement.
5. Targeted Social Ads – Created geo-targeted ad campaigns showcasing family-friendly meal deals and customizable pizza options.

Results

• 24% Increase in repeat customer visits within the first 9 months.
• 35% Boost in loyalty program sign-ups during the first quarter post-launch.
• 15% Growth in average transaction value due to upselling and meal bundling.
• Positive brand sentiment increased across social media, particularly among the 18–35 age demographic.

Client Feedback

“The team at PizzaFranchiseMaster.com understood our unique positioning and helped us connect with customers in ways we hadn’t tapped into before. Their blend of digital expertise and local community focus has reignited our brand.” – VP of Marketing, Papa Murphy’s

Conclusion

This transformation demonstrates how a mid-tier pizza chain can compete with industry giants by combining modern digital engagement tools with grassroots community connections. With targeted strategies, Papa Murphy’s strengthened its brand loyalty and secured a competitive edge in the take-and-bake segment.