Ethen Woodlee, Matthew Wong, Ehigie Edokpayi, Chad Hyatt, and Kevin Sullivan
Jan 06, 2016
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.
• "Take and Bake" pizzas allow customers to build a pizza in store and bake at home.
• Also offers cookie-dough, salads, and wings.
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?
• 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
• 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
• 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
• 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
• 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
• 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
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
• 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
Questions?