Papa Murphy’s Case Study

 

Papa Murphy’s, the fifth-largest pizza chain in the country and a revolutionary of the take ‘n’ bake pizza segment, was able to build their mobile database to 16,000 subscribers in just under a year.

Background

Papa Murphy’s is the fifth-largest pizza chain in the country and a revolutionary of the take ‘n’ bake pizza segment. The company operates nearly 1,300 franchised and corporate-owned locations in 37 states and Canada. Print advertising has always been the most economical marketing path for Papa Murphy’s franchise owners to reach customers. Yet as the use of smart phones has increased, it has become apparent that mobile text message marketing is now an important piece to the consumer marketing puzzle. With that, in 2010 Papa Murphy’s began its
first-ever national partnership with Phizzle.

Objective

Papa Murphy’s wanted mobile marketing to:

  • Extend communications beyond traditional media in order to increase awareness
  • Target customers no matter where they are
  • Encourage customers to take action as soon as they see the text
  • Afford promotion spontaneity without major additional costs, planning or forecasting
  • Send timed promotional messages to coincide with special events
  • Provide immediate, granular reporting about responses to a marketing campaign (redemption rates)

Solution

Kansas City, MO is the first Papa Murphy’s market (27 stores total) to roll out Phizzle’s mobile marketing solutions. All stores display customized in-store signage to entice customers to join the VIP Text Club and receive a free Cheesy Bread on the spot with the purchase of any large pizza. Up to three aggressive offers are sent to “opt-in” subscribers every month. Each message concludes with “forward to friend,” which has built the database. Administration of the program through Phizzle’s web-based campaign management tool is easily managed by a designated franchise owner.

“We’re convinced that the ability to reach our consumers via mobile technology is critically important and a natural step in our evolution. It’s important for us to continually offer new and exciting ways for our customers to communicate and engage with Papa Murphy’s.” — Jenifer Anhorn Chief Marketing Executive,
Papa Murphy’s

Result

Utilizing unique opt-in coupons delivered via textback campaigns and SMS blasts, the participating Papa Murphy’s locations in more than 30 states in the US, have added over 500,000-plus consumers who have opted-in to receive text message coupons. The various campaigns have generated significant consumer buy-in, as more than 50% of the customers who have received a mobile coupon for either a free pizza or discounted medium pizza have upgraded their in-store purchases by ordering additional toppings or a large pizza instead of a medium.