Papa Murphy’s, the take-and-bake pizza chain with two locations in Baton Rouge, is planning to add eight new stores in the Capital Region over the next three years.
Gary Payne, vice president of franchise sales for the Vancouver, Washington-based company, says Papa Murphy’s is currently identifying possible franchise partners and locations for the stores.
Payne says the quick-service pizza company also will reduce the $5,000 franchise fee and temporarily eliminate the 5% royalty as an incentive for those who open more than one store in the area.
The new stores are expected to be open sometime in the next one to three years, Payne says.
Papa Murphy’s Baton Rouge expansion is part of a broader effort to augment the brand in cities where there are existing locations. The company recently announced its first-ever national ad campaign in 2017, designed to increase its brand awareness across the nation.
“We target a different consumer than everyone else—it’s moms and families,” Payne says. “There’s an upside to the brand and an opportunity to expand our brand. The first step is to build in the markets we’re already in.”
News of the Baton Rouge expansions follows the release of Papa Murphy’s disappointing third quarter earnings report, which the chain blames on the presidential election and the competitive pizza industry.
“In spite of the near-term challenges, we believe our long-term strategies, including appropriate new store openings, continue to be on point and will drive top line growth and profitability going forward, for both our franchisees and shareholders,” says Ken Calwell, Papa Murphy’s president and CEO, in a statement.
Papa Murphy’s isn’t the only chain seeking a greater footprint in the Baton Rouge market. Atlanta-based Your Pie, a fast-casual quick service pizza restaurant, is opening its first location here, and local franchise owner Ricky Reaves has his eye on opening three Your Pie restaurants in Baton Rouge within the next year.
—Sam Karlin
