Ethen Woodlee, Matthew Wong,
Ehigie Edokpayi, Chad Hyatt,
and Kevin Sullivan
What is Papa Murphy's?
• Papa Murphy's is a pizza chain which offers "Take
and Bake" pizzas.
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"Take and Bake" pizzas allow customers to
build a pizza in store and bake at home.
Also offers cookie-dough, salads, and wings.
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Origin
"Take and Bake" Pizzas first started in 1981.
First "T&B" pizza chain started with Papa
Aldo's Pizza in Hillsboro, Oregon.
Papa Murphy's was founded in 1984.
First opened in Petaluma, California.
Both pizza chains merged in 1995.
How is Papa Murphy's doing?
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1,250 Stores in 37 states.
15 additional stores in Canada.
Voted "Best Pizza Chain in America" every
year since 2003.
Award consumers first choice in pizza chains
in 2001, 2006, and 2008
Target Market
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Families
2-3 kids
Yearly household income of 40,000+
In a recent survey held on a social media
cite this held true with 65% of participants.
SWOT Analysis
Strengths
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First “Take ‘N’ Bake pizza chain
Able to create your own pizza- allows customization
(taste in your own hands)
Can bake pizza any time you want- convenience
Gourmet toppings without the gourmet price (cheaper)
Every day fresh and high quality ingredients
Eliminates the wait-to-order.
Sells not only pizza, but appetizers, deserts, salad,
beverages, etc.
Low overhead due to no delivery and baking in house.
Weaknesses
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Not open late nights (only from 11am-9pm)
Pick-ups only- no delivery
Weak mobile and online ordering system
No immediate pizza to eat- must bake on your own (not
“hot and ready”)
Hard to spot signage from road
Does not maximize profits because they would have to
throw out non-fresh items.
There is no instant satisfaction
Marketing in larger sales- Television, Mobile apps,
magazines, etc.
Opportunities
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Located near schools and grocery stores
Inform college students of the advantages of baking
their own pizza
Have an option of baked pizza ready (Hot ‘N’ Ready)
Offer discounts for unsatisfied customers
Offer wings, more food
Grocery store integration
Market to singles/ bachelors
Health care costs affecting delivery chains’ profits
Threats
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Increased prices on ingredients
New “Take and Bake” competitors
Grocery stores producing more frozen pizza to sell
For offering new foods- maybe the customers would not
like the quality, food, etc.
Cooked pizza could lose to their competitors
4 P's
Papa Murphy's Video
Product
• One of a kind "Take 'N' Bake" Pizza
• Gourmet ingredients
• Every day fresh ingredients
Price
• "Gourmet appetite without the gourmet price"
$9 Special for DeLite Pizza's
Place
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Locations are close to schools/
supermarkets
1,250 Stores in 37 states
Promotion
• Every time a customer orders, Papa
Murphy's hands them a coupon
Pass Books
Radio Commercials
T.V./ Internet
And Commercials
Fliers
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Questions?