Franchise News
QSR: Papa Murphy's Executive Discusses the Challenges of Growth in New Markets
Papa Murphy's offered insight for the publication's annual QSR Growth Report.
As limited-service restaurants plan growth for 2017, QSR released their annual growth report- a list of the 40 hottest markets ripe for expansion in the segment according to some of the top brand executives in the industry.
With challenges like lack of brand recognition, QSR companies are finding new ways to engage a new customer base when entering a market.
"As the nation's largest "take 'n' bake" pizza brand, consumers in new markets often have little, if any, experience with our product, and those consumers sometimes expect us to be selling cooked pizza like every other pizza place," said an executive for Papa Murphy's. "We see a lot of opportunity for consumer education and sampling."
When weighing competitors in in new markets, Papa Murphy's considers an influx of pizza brands as indication for demand rather than oversaturation, but recognizes that competition creates real estate challenges. Papa Murphy's has found success highlighting their brand differentiators to help the company grow in to new and growing markets.
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
