Papa Murphy’s Pasta and Cheesy BreadFinal Report: Positioning DevelopmentMay 2014

Project Objectives & Deliverables

Objectives:

Uncover insights driving interest in Papa Murphy’s new pasta line and modified cheesy bread

Identify which benefits speak to the insight discovered above and differentiate the product from competitors

Develop positioning based on consumer feedback

Deliverables: CenterBrain’s Three T’s

Tangible Benefit: “What’s in it for me?”

Truth: Three features that support the benefit

That’s Me:Belief followed by a behavior that connects to the product benefit.

The Triad Process

What isa triad?

Who participated?

3-person groups•1-hour in length• Iterative in nature

4-step process• Insight discovery•Concept shaping•Product tasting•Between session concept crafting

7 triads total•Conducted in Nashville, TN on April 25-26

Women ages 30-50 years of

age with children

Papa Murphy’s acceptors

Pasta/pizza consumers

Triad begins with pre-written concepts: Pasta

How Italian taste and

flavor become authentically

yours.

Concept JAuthentic

Because baking is best

for fresh ingredient

flavor.

Concept ABaking

The spiral pasta bakes that bring out the best taste

and flavor.

Concept ESpiral

Finally, pasta good enough to be called

Papa Murphy’s

Concept MHero

Has to be more than

good, it should be fantastic.

Concept HFantastic

Baked Pastas

Spaghetti/Stove-top

Pasta

Box Mac ‘N’ Cheese

Pasta Taste-Continuum in the eyes of the Consumer

Ramen noodles

Easy/Low Taste Hard/ High Taste

Triad begins with pre-written concepts: Cheesy Bread

3-times more cheese

makes it the tastiest,

cheesiest bread ever.

Concept KMost

Made the old-world way

with 100% fresh, whole-

milk mozzarella.

Concept COld-World

Deeper and cheesier is what makes

this bread the best.

Concept LDeep

Fresh-prepared by

us then homemade

baked by you.

Concept BHome Made

The right amount of

cheese, the right amount of bread, the

perfect cheesy bread.

Concept PPerfect

Key Learning

Pasta

Baked pasta is better pasta because ingredients meld together for great taste and flavor.

It is more “home-made.”

Bubbling and aroma are the sensory cues.

But baked is hard because consumers don’t have recipes they can confidently make and it takes prep time.

Frozen and current takeout are not meeting taste needs.

Baked pasta is a gather-around meal instead of sitting-in front-of TV meal. It has “family-values” value.

Consumers are willing to pay more for pasta than pizza.

They want 2 and 4 person sizes.

Cheesy Bread

Cheesy bread in it’s current pizza-chain varieties is a low-cost extra, not a sought after item. It is perceived to have low quality.

And, making homemade is too hard. Dough is too tricky.

Cheesy bread is not a nutrition decision. If you’ve decided to eat it, you should be able to go all out. But, no options for this.

Deep-dish is a new idea in cheesy bread. Creates excitement!

Crisp on bottom(texture), soft in the middle (homemade cue), and gooey-cheesy on top (the indulgence) creates a new “experience.”

Goes well with pastas.

Papa Murphy’s

Take n Bake concept is better on many levels

Really pays off need to feel like you’re doing something better for your family.

Fresher, higher quality ingredients

More convenient

Kid and adult friendly

Pasta at Papa Murphy’s makes perfect sense to consumers

Other pizza places are doing it. Why not Papa Murphy’s?

Baked at home is better for pizza and logically for pasta too.

Final Concept – PastaBakes

That’s Me

Belief:Baked Pasta is the best pasta and a great gather-around meal, but it’s hard to make and the pre-cooked and frozen types don’t taste authentic.

Behavior: So, I settle for less than authentic take-out or frozen pasta or don’t serve baked pasta at all.

Wish:I wish there was a home baked pasta that tasted authentic and was easy.

CenterBrain’s Three T’s of PositioningPapa Murphy’s Pasta (Baked)

TARGET AUDIENCE:

Women aged 30-50 with children at home

Delivers authentic taste and flavor in a home baked pasta meal.

Truth

Perfect melding of flavors as ingredients bubble and

blend

Fresh ingredients, hand-grated cheese

Six varieties, including create-your-own

Tangible Benefit

Final Concept – Fresh Fantastic

That’s Me

Belief:Baked Pasta is the best pasta and a great gather-around meal, but it’s hard to make and the pre-cooked and frozen types don’t taste very good.

Behavior: So, I settle for less than the best with take-out or frozen pasta or don’t serve baked pasta at all.

Wish:I wish there was a home baked pasta that tasted “fantastic” and was easy.

CenterBrain’s Three T’s of PositioningPapa Murphy’s Pasta (Fantastic)

TARGET AUDIENCE:

Women aged 30-50 with children at home

Delivers the best pasta taste and flavor in a home baked pasta

meal.

Truth

Chef-created recipes, your homemade touch

Fresh Ingredients, hand-grated cheese

Perfect melding of flavors as ingredients bubble and

blend

Tangible Benefit

Final Concept – Cheesy Bread

That’s Me

Belief: Homemade bread is great and I like cheese. But bringing the two together at home is difficult and pizza chain cheesy bread isn’t very good. Behavior:So, I get cheesy bread when I get pizza or pasta to serve as a filler for the family, but not much more.

Wish: I wish there was a cheesy bread with homemade taste and loads of cheese.

CenterBrain’s Three T’s of PositioningPapa Murphy’s Cheesy Bread

TARGET AUDIENCE:

Women aged 30-50 with children at home

Provides the most indulgent home baked

cheesy-bread taste “experience”.

Truth

Over ¼ poundof hand-grated 100% whole-

milk cheese

Old-world perfectrise dough

Crispy on the bottom, home-made soft in the middle, two-hand gooey cheesy on top

Tangible Benefit

Next Steps

01

Quantitatively evaluate pasta

concepts with close attention to

diagnostics (not just topline).

02

Move to launch with Cheesy

Bread – “Indulgence

Positioning”.

03

Take advantage of transactional

concepts to promote Cheesy

Bread and Pasta Together.

04

2-Person and 4-person sizes

make sense to consumers,

particularly as part of a multi-

item purchase. Execute this if

possible at launch.

05

Pizza-Today, Pasta Tomorrow is

a transactional positioning. Test

it.

thank youCenterBrain Partners, Inc.

www.centerbraininc.com

centerbrainer@gmail.com

859.750.7259