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.