Case Study: Papa Murphy’s achieves rapid prioritization of gourmet pizza concepts and new-customer appeal with GutCheck

How Papa Murphy’s Used Agile Research to Prioritize Gourmet Pizza Concepts and Appeal to New Customers

Papa Murphy’s product marketing team needed to expand its gourmet pizza line but realized their usual focus on frequent customers missed the perspectives of brand-aware consumers who weren’t yet regulars. With many menu ideas and a tight timeline, the team had to quickly narrow concepts that could attract new, higher-frequency customers.

Using GutCheck’s Concept Prioritizer, a rapid online test of 425 participants (about half users, half non-users), Papa Murphy’s measured taste appeal, brand fit, purchase intent, uniqueness and replacement potential and delivered results in days. The quantitative prioritization revealed which topping combinations to advance, uncovered one surprising winner that changed development direction, and gave the team the confidence to refine recipes and move into taste testing.

Papa Murphy’s

Lisa LaRouche

Sr. Manager, Category Marketing