Problem:
How to reposition the thin crust delite pizza “low calorie” value-priced alternative to have more long-term growth.
Solution:
Identified an insight that consumers we’re looking for a more “grown-up” taste in pizza and that they associated Gourmet with grown up. They were willing to pay more for “Grown-Up” Gourmet taste.
CenterBrain Positioning Breakthrough:
- Repositioned the brand as Gourmet Delite. The simple way to serve gourmet.
- Focused on unique “grown-up” ingredients to pay off gourmet taste
- Recommended a price increase.
Result:
- Product line is re-launched with new Gourmet, Grown-up taste
- Product line takes a $2 price increase
- Most successful re-launch in Papa Murphy’s history
