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Papa Murphy's puts customers in controlPapa Murphy's puts customers in control

Bret Thorn, Senior Food Editor

October 31, 2019

2 Min Read
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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.

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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] 

Follow him on Twitter: @foodwriterdiary

About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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