NRN presents Consumer Picks, a data-driven report on customer preference and restaurant brand strength. Data for this report is provided by market research firm Datassential. Find out more about the data here and read more about the methodology here.
Papa Murphy’s is the top-scoring brand in terms of True Loyalty, in part because it offers a truly unique experience.
Like most pizzas, Papa Murphy’s core product is pretty much completely customizable, but beyond that its convenience and freshness are under direct control of the customer.
The chain’s take-and-bake model means that customers can bake the pizza whenever they like. They’re given clear instructions by Papa Murphy’s, and it takes between 12 minutes and 15 minutes to bake a regular-crust pie.
Even though they have to cook the food themselves, they get a specific type of convenience in that they can pick up the pizza and then run errands, go home and quickly have a hot meal on the table. Or they can buy it the day before the big game or family reunion, and have hot pizza on demand. They can even buy a bunch of pizzas and bake some of them at the beginning of the game and the rest at halftime.
It’s an experience that’s resonating with many customers. In fact, 61% of Consumer Picks respondents said they patronize Papa Murphy’s because of a real desire to experience the brand as opposed to circumstance, the highest loyalty score received by any brand in the survey.
Perhaps the fact that customers have a hand in making the pizza also helped it to be named best-in-class limited-service pizza, outranking rising stars MOD Pizza and Blaze Pizza as well as the big three national brands: Domino’s, Papa John’s and Pizza Hut. If the pizza’s undercooked or burnt, they have no one to blame but themselves, and if it comes out well — and Papa Murphy’s instructions try to ensure that — they can take some of the credit.
Contact Bret Thorn at [email protected]
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