Papa Murphy’s Delite


How to reposition the thin crust delite pizza “low calorie” value-priced alternative to have more long-term growth.


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.


  • 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

Papa Murphy’s Delite advertising before CenterBrain Positioning Breakthrough

Papa Murphy’s Gourmet Delite advertising after CenterBrain Positioning Breakthrough

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