Papa Murphy’s stars with new brand evolution
Beyond simple signage, the chain wishes to rely on its take-out identity and serve as an extension of domestic kitchens.
That’s where the new Kitchen Delite design comes in. The model, which exudes a light and fresh feel, features an open kitchen, faux white brick wall, bright colors, and a layout that makes picking up simple. online orders and third party delivery. Additionally, the menu board uses dynamic digital photography to better showcase Papa Murphy’s products, like the innovative Fritos Outlaw Pizza. With the new design, Papa Murphy’s also wants to show customers that it is locally owned and operated, so there are elements in the store that specifically showcase the local community.
Kitchen Delite is compatible with typical tenant spaces from 1,200 to 1,500 square feet and accommodates freestanding buildings and drive-thru. Papa Murphy’s is still in the early stages of the renovation process, but Tullett says the feedback from franchisees has been very positive.
“It’s a great evolution of the brand,” says Tullett. “Again, it’s not something that’s a complete change so it’s exciting for our owners. I think one of the most important things was the impact for the crew and for the overall engagement and guest experience. It’s just a lighter, brighter, more upbeat, fun feeling to be in the store, which at the end of the day is pizza. It should be fun, it should be enjoyable, and it should be easy. This is how we want our customers to think about it.
Currently, there are four prototypes built from the ground up and a number of renovations where Papa Murphy’s entered existing stores and applied design features without completely rebuilding the location. To encourage franchisees to get on board, the chain is rolling out an incentive program to run as many renovations as possible by the end of 2022. In partnership with MTY, Papa Murphy’s is offering two options: $ 10,000 for a refresh and $ 50,000 for a renovation.
Tullett hopes at least 500 stores will be completed by 2022. His goal is to reach 1,000.
“I am very happy to be able to partner with the owners and MTY to make this happen,” said Tullett. “We believe so much in the new look and feel and the communication of that and bringing all the great things that are happening within the brand at the store level. And this is where the consumer interacts with us, right? This is where our guest comes from, and we want this experience to be the best it can be.