Papa Murphy's Expands Mobile Marketing Initiative

Papa Murphy's Take 'N Bake Pizza has expanded its partnership with mobile marketing provider Phizzle. The mobile marketing product is now available in nearly 550 franchised restaurants throughout 26 states.

Working with Phizzle since 2010, Papa Murphy's runs customized in-store signage, mobile campaigns and promotions featuring mobile text alerts to develop an "opt-in" mobile database. Mobile textback campaigns with the "call to action" visible on in-store signage, tent pop-ups, coupon mailers and Facebook opt-in forms help provide Papa Murphy's customers the ability to "opt-in" via text message and receive exclusive offers several times each month at their favorite locations.

"We're convinced that the ability to reach our consumers via mobile technology is critically important and a natural step in our evolution," said Jenifer Anhorn, chief marketing officer at Papa Murphy's. "Consumers are seeking faster and more flexible ways to access our restaurants. It's important for us to offer new and exciting ways for our customers to communicate and engage with Papa Murphy's." Thus far, participating Papa Murphy's locations have yielded more than 100,000 customers opting in to receive text message coupons through the textback campaigns and SMS blasts.

Through Phizzle's proprietary mobile platform, the franchisees have seen redemption rates as high as 18 percent from the offers delivered to their specific mobile database and tracked in real-time through Phizzle's mobile platform. The SMS campaign has generated consumer buy-in, as most customers who come in to Papa Murphy's for either a free pizza or discounted medium pizza have upgraded their purchases.

"We're thrilled with the continued success which Papa Murphy's has experienced over the past year in regards to the adoption of mobile marketing," said Ben Davis, Phizzle's CEO. "Papa Murphy's is taking the lead in the restaurant industry by incorporating innovative mobile and digital marketing solutions in a noticeable effort to better communicate with customers. Clearly, we've been able to effectively demonstrate to Papa Murphy's how mobile marketing increases sales and enhances customer relationships."

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