Papa Murphy's is Bringing Customers the Customizable Pizzas They Want in Phoenix

As Papa Murphy’s charges forward on its mission to become a nationally-recognized name renowned for its infamous fresh, bake-at-home pizzas, they’re looking to take a slice out of the Phoenix, Arizona market to help make it happen.

Phoenix market growth

Since 2005 , Papa Murphy’s has made it a top priority to increase their presence in the Valley, and now, as they continue growing, the brand plans to nearly double its Phoenix footprint within the next three to five years. Papa Murphy’s currently has 47 locations spanning Phoenix—including a recently opened store in Scottsdale as well as 10 in Tucson and one in Yuma. One more Phoenix location is set to open this year in Mesa.

Despite the massive amount of pizza concepts throughout the Valley, Jayson Tipp, the Chief Development Officer, believes the brand’s unique concept will help them stand out in a crowded industry. That’s because Papa Murphy’s has been doing things differently since its founding in 1981 in Vancouver, Washington. Stores don’t deliver, so they don’t need to recruit drivers or deal with related insurance issues.

They prepare pizzas on demand for people to cook at home, so they don’t stay open late and don’t need ovens. And they source virtually all fresh ingredients, so they don’t even need freezers.

Business model success

Tipp believes it’s a recipe for success, and a model that fills an unmet need for both franchisees wanting to invest in a simple, differentiated business, and families in need of a more convenient meal option. But because people aren’t always aware there’s a pizza option that’s actually high-quality and convenient, it’s important that the brand makes as big as an impact as possible in a community to help generate more buzz for first-timers. According to Tipp, this starts with effectively penetrating a market.

“In my experience there is a correlation between brand awareness and the number of stores in a market. And as awareness grows, we’ve seen positive movement in customer visit and store sales volumes,” Tipp said. “We’re targeting existing markets to drive even more brand awareness and continue building our success.”

That’s why, in Phoenix, Papa Murphy’s already has 10 locations in the works for 2017, and four are currently scheduled for 2018. Phoenix could have as many as 120 locations by 2020, and successful multi-unit franchisees like Ed Holmes—who owns 17 locations—have already helped create a name for the brand in the region.

“This is a huge market for Papa Murphy’s with immense potential. Phoenix still has fewer locations than the company’s more developed markets, so there’s plenty of room for more stores,” Tipp said. “We’re incredibly proud of the Papa Murphy’s brand, and we’re committed to growth. With a strong foundation in Phoenix already, I’m confident that this region will become a top market for us in the years to come.”