CenterBrain's Triad Process® for Breakthrough Brand Positioning increased sales and profits, built long-term brand value, and cemented relationships with retailers for Papa Murphy's - the world's largest take and bake pizza chain.
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These brand successes are all result of CenterBrain's Triad Process. It is a comprehensive brand positioning process that is now available in China. Read on to see how it works in this really hot case study!
Papa Murphy's is the world's largest take and bake pizza brand. The company and its franchisees operate more than 1,300 outlets in the United States and Canada. The concept is simple. You go to Papa Murphy's, choose your crust, choose your toppings, then take the pizza home and bake it…fresh from your oven. The pizza is great!
Declining sales and profits and some unhappy restaurant owners
Papa Murphy's thin crust Delite® pizza, a pizza initially introduced as a "light, low calorie" option in the late 1990's, had done well for many years, but now sales were slipping. Delite pizza had at one point accounted for up to 48% of the product mix depending on where a Papa Murphy's store was located. The situation was serious, sales were down, profits were down, and franchise owners were mad. CenterBrain got the call to put some fresh eyes on the problem and get to a solution quickly.
Low-calorie pizza was not relevant anymore
The Papa Murphy's consumer wasn't worried about calories. They wanted, taste, variety, and a new pizza experience. The Delite brand needed a complete and rapid repositioning, including a new brand name, and new creative direction.
A customized in-home Triad process
1. Normally Triads are held in a specialized research facility with one-way mirrors. But, since Papa Murphy's provides take-and-bake pizza for consumption at home, we tried something new. We moved the Triads into a real home and a real home kitchen. As pizza's baked, we began creating positioning with consumers.
2. Normally a research facility recruits the target consumer from a database. We decided to do something new, recruit consumers right from Papa Murphy's restaurants.
3. Normally creative development and taste testing is done separately. We did something new. We fed consumers our hot new pizzas while we were creating new brand positioning. The results were amazing.
Grown-up Pizza taste is born!
CenterBrain's Triad Process is fast and effective. It is not just about new advertising, it's about getting the brand organized on all levels to be successful. Sure, the Papa Murphy's Triads led to a new positioning. But our work did a lot more. Here is a brief overview:
1. A more refined Target audience:
Women 30-50 years of age with kids living at home who prefer a more sophisticated pizza. Families buy pizzas, Mom makes the decision, and she is tired of eating the kid's pizza, she needs an alternative.
2. A new consumer insight:
Mom is looking for something more in the meal time that she spends with her husband. Our positioning work gave her that when we introduced the idea of a "Grown Up" pizza. In other words, a more sophisticated pizza experience created for adults.
3. A simply romantic consumer benefit:
When you can cook a gourmet meal with gourmet taste and not have to do all the gourmet work, that is a good thing. But the emotional benefit of new Gourmet Delite® is even better. The new pizza brings you and your spouse closer. It just goes to show you that any brand can have an emotional benefit (the best kind) even something as simple as pizza.
4. A new brand name:
While Papa Murphy's had built awareness of the Delite brand name over the years, it simply did not fit with the new positioning. The Gourmet ingredients, flavor and taste deserved to be emphasized, with CenterBrain's recommendation, Papa Murphy's took the bold move to change the brand name. The Gourmet Delite® brand name was born.
5. New exciting flavors:
CenterBrain's Triad Process always delivers breakthrough positioning, but in the case of Papa Murphy's we were also able to quickly identify and validate some new recipes and flavors. For instance, consumers told us that when they see pizza toppings that include many colors they immediately think Gourmet, so we did that. And, they also like to experiment with new ingredients when eating Gourmet. It is part of the excitement.
Featuring two new Gourmet pizzas
Angus Steak & Roasted Garlic
Spicy Fennel Sausage
6. New profits from new sales at higher margins:
Brand Positioning is intended to create an expectation. It's not just a marketing function. It is also about building a value proposition, and in the case of Gourmet Delite® the new positioning allowed Papa Murphy's to increase prices +30% per pizza, improve profit margins by +25% and still leave the consumer feeling they were getting a good value. In fact, our Triad Process indicated that consumers were willing to pay up to twice as much as an ordinary pizza for the new Gourmet pizza line. A "Grown-Up" pizza experience with new "Gourmet" flavors was worth paying more for!
After re-positioning, Gourmet Delite pizzas sold at a premium price
7. Happier franchisees!
Franchisees were overjoyed by the new line. New products, enthusiastic consumers, and higher profit margins added up to a new and stronger relationship between the corporate office and restaurant owners!
8. New advertising creative:
Watch the before and after results of CenterBrain's Triad Process in the following ads. From a diet pizza that was dying, to a new Gourmet Delite® Pizza line with "Grown-Up" taste.
A Brand Essence Board was developed to deliver the positioning
TV commercial of Delite before positioning
Gourmet Delite TV reflects new positioning
Gourmet Delite® was the most successful brand launch in the history of Papa Murphy's. That's great news, but not new news to us. That's happened time and time again when forward thinking companies engage CenterBrain's services.
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