Marketing

Papa Murphy's design focuses on in-store customer

Papa Murphy's rebranded this month, including this new logo which is one of four brand variations. (Provided)

June 24, 2021

Vancouver, Washington-based Papa Murphy's is launching two major rebranding initiatives — a "Kitchen Delite" store design, created to enhance in-store experiences, and a fresh primary brand logo, a news release said.

Kitchen Delite is Papa Murphy's first design refresh since 2014, while the logo was last updated more than a decade ago.

"Ensuring the retail environment at our stores conveys the brand's equity and maintains relevancy is important for guest satisfaction and driving profitable sales," Victoria Tullett, Papa Murphy's senior vice president of Development and general counsel, said in the release. "The Kitchen Delite store remodel program is available for all stores nationwide, and we are so excited to showcase its many benefits. Our guests will love this forward-looking, safe and convenient design, which still allows them to experience all the sights and sounds of their fresh pizza being made on the make-line while they watch."

Kitchen Delite works in 1,200- to 1,500-square-foot tenant spaces and is adaptable to freestanding buildings and drive-thrus. The brand said the design facilitates online ordering, third-party delivery and other in-demand consumer food-access models.

"In order to be a brand that experiences transformational growth in the modern era, we must keep our brand 'on the move,' we must maintain the business we have, and the guest in-store experience must evolve," Tullett said.

The logo, that's accompanied by secondary logo options uses the brand's hue of the color, red, with alternate black and white options.

"Papa Murphy's is a fun and innovative brand, with a focus on being family-friendly," Kim McBee, Papa Murphy's senior vice president of Guest Experience and Brand Marketing, said in the release. "The brand is evolving its positioning to match the family mindset of today, and this new logo complements this evolution, rooting our identity in unconventional approach to meals."

Papa Murphy's has more than 1,250 U.S. stores, plus locations in Canada and the UAE.