Our Pizza Franchise Report 2010 provided a definitive look at the trends that are driving the future of pizza franchising at the moment.
As the report says, one of the most interesting pizza franchises to watch at the moment is Papa Murphy’s. In such a ruthlessly competitive industry, a pizza franchise needs a solid concept in order to succeed. If we’ve learned anything, it's that consumers want convenience and taste in a pizza franchise. Papa Murphy’s offers it in spades.
As this article outlines, Papa Murphy’s, as a ‘take-n’-bake’ pizza chain, sells pizzas that consumers bring home and cook themselves. In a way, it’s the perfect dining concept for 2010- it mixes the eating-out experience with the trend towards staying-in. According to National Restaurant News, the franchise “outpaced all pizza-industry competition for the year” and was the only pizza franchise in the Top 10 in their Top 100 restaurant chains. Papa Murphy's sales increased 7% last year, and it’s clearly a franchise concept on the rise.
Interestingly, with so much focus on social media marketing these days, Papa Murphy’s continues to rely on coupons to bring in customers. Evan Evans, VP of field marketing and corporate communications for Papa Murphy's says that “corporate provides the 500+ franchisees, who on average own about 1.5 stores (only about 30 of the chain's locations are company-owned) with a library of promotional concepts/materials and training that enable them to create promotional partnerships with local, non-competitive businesses. The franchise belatedly started a Facebook page, and as a sign of its popularity, it now has over 25,000 friends.
And imitation, they say, is the most sincere form of flattery, and that’s definitely the case in the pizza franchising world. Papa Murphy’s can considered themselves flattered as pizza franchises have come on board copying their approach.