Latest / Leaders in Customer Loyalty, Powered by Loyalty360 / #503: Leaders in Customer Loyalty: Brand Stories | Papa Murphy’s “Take and Bake” Pizza Reinvents Customer Engagement & Loyalty

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#503: Leaders in Customer Loyalty: Brand Stories | Papa Murphy’s “Take and Bake” Pizza Reinvents Customer Engagement & Loyalty · Leaders in Customer Loyalty, Powered by Loyalty360

• 0:02
  SPEAKER_01: Pizza is a passion point for many people, not just in the USA, but also markets such as Canada, the UAE, and beyond.
• 0:11
  SPEAKER_01: However, pizza is a highly personalized product.
• 0:14
  SPEAKER_01: Some people love pepperoni, but others avoid it.
• 0:18
  SPEAKER_01: Some people prefer thick credit, others then.
• 0:21
  SPEAKER_01: Understanding a customer's preferences, what they want, when they want it, and why is critical.
• 0:27
  SPEAKER_01: A well-designed customer loyalty program can incentivize the right behaviors, foster engagement, and also build emotional loyalty.
• 0:37
  SPEAKER_01: Today, we'll explore a pizza brand that excels in this area.
• 0:43
  SPEAKER_01: Interestingly, they don't even cook the pizza themselves.
• 0:47
  SPEAKER_01: They let the customer do it.
• 0:49
  SPEAKER_01: Why?
• 0:50
  SPEAKER_01: Because they understand that when customers cook their own pizza, it creates a deeper sense of convenience, commitment, and ownership.
• 0:58
  SPEAKER_01: In this episode, we're going to be hearing from Jason Foot.
• 1:01
  SPEAKER_01: He's the vice president of digital marketing at Papa Murphy's.
• 1:04
  SPEAKER_01: How are you, Jason?
• 1:05
  SPEAKER_01: I'm doing well.
• 1:06
  SPEAKER_01: How are you?
• 1:06
  SPEAKER_01: I'm doing well.
• 1:07
  SPEAKER_01: Thank you very much.
• 1:08
  SPEAKER_01: Looking forward to the conversation.
• 1:11
  SPEAKER_01: First off, can you give us a brief introduction to Papa Murphy's?
• 1:15
  SPEAKER_01: You know, when was the company started and uh and why?
• 1:18
  SPEAKER_00: Yeah, absolutely.
• 1:20
  SPEAKER_00: So Papa Murphy's is the largest take and bake pre-pizza brand in the United States with locations across the country, as well as stores in Canada and the UAE.
• 1:30
  SPEAKER_00: What makes us different is that we have really defined what fresh pizza means with Papa Murphy's.
• 1:36
  SPEAKER_00: You bring the quality and the freshness of your favorite neighborhood pizzeria right into your home.
• 1:41
  SPEAKER_00: Every pizza is made right in our stores.
• 1:44
  SPEAKER_00: The dough is made fresh daily.
• 1:46
  SPEAKER_00: Our vegetables are sliced in-house, and the cheese is freshly shredded right in the store.
• 1:51
  SPEAKER_00: So then instead of waiting for delivery, you take it home, you bake it in your own oven.
• 1:56
  SPEAKER_00: So it's piping hot, perfectly fresh pizza, and ready exactly when you want it.
• 2:01
  SPEAKER_00: And it's a model that guests really interact with in a very different way from other pizza concepts and is very different, uh, a very unique and different mealtime experience and really a different moment that uh that that families really gravitate toward.
• 2:17
  SPEAKER_00: Um, we also have cheesy bread, a variety of other side items and things like that.
• 2:22
  SPEAKER_00: Uh take and bake cookies, which are a big item uh that have become a fan favorite.
• 2:26
  SPEAKER_00: And it's all really part of creating a complete customized customizable meal that guests can take and enjoy together.
• 2:33
  SPEAKER_00: And at its core, Pop Murphy's is really about freshness, family, and participation, giving guests fun and satisfaction uh of baking something they love right in their own oven.
• 2:43
  SPEAKER_00: Uh, we were founded, actually.
• 2:45
  SPEAKER_00: Uh lots of people don't know this.
• 2:46
  SPEAKER_00: Papa Aldo's was founded in 1981, and Murphy's Pizza followed in 1984.
• 2:53
  SPEAKER_00: So in 1985, those two concepts merged.
• 2:56
  SPEAKER_00: Uh, they came together to form Papa Murphy's.
• 2:59
  SPEAKER_00: And really from the very beginning, it was intentionally different.
• 3:02
  SPEAKER_00: Most of the pizza industry focused on delivery and a dine-in.
• 3:05
  SPEAKER_00: Uh, when we focused on freshness, quality, and the experience of baking pizza in your own home.
• 3:11
  SPEAKER_01: Okay.
• 3:12
  SPEAKER_01: Uh, take and bake, yeah, uh very interesting.
• 3:15
  SPEAKER_01: And and uh, you know, I I do a lot around behavioral science.
• 3:18
  SPEAKER_01: I'm a voracious reader.
• 3:20
  SPEAKER_01: Uh, and I think probably one of the reasons it was uh kind of done this way is that when a uh a woman or a man or whoever had a household bakes a pizza, they get more satisfaction.
• 3:32
  SPEAKER_01: Pillsbury and others, when they made like the brownies and cakes that were all in, you had to put, you know, but you had to put an egg in it, you had to put some water in it, you had to put some oil in it, where they actually were engaged with it, that that they felt like they made it, right?
• 3:46
  SPEAKER_01: So it's the same thing, it's its behavioral science piece, like you're invested in that by cooking it yourself, it becomes your pizza, right?
• 3:54
  SPEAKER_01: Versus, you know, the other person's pizza.
• 3:56
  SPEAKER_01: Is that kind of why you do that?
• 3:57
  SPEAKER_00: Exactly.
• 3:58
  SPEAKER_00: You're absolutely right.
• 3:59
  SPEAKER_00: And and then it's about how the how the home feels as well.
• 4:02
  SPEAKER_00: It's very different than than than getting a delivery, you know, someone show up at your door.
• 4:07
  SPEAKER_00: That's that's great.
• 4:08
  SPEAKER_00: And obviously, there's a there's lots of uh room for that in the market, but where we differentiate is is that that feeling in the home, as you said, that interaction.
• 4:17
  SPEAKER_00: We also have mini Murph pizzas, which are for for uh kids, where it comes uh uh un uh unprepared, essentially.
• 4:27
  SPEAKER_00: So the kids get to interact with it, they get to put all the toppings on the pizza, and and again, just provide that very different interaction with the product and and feeling of ownership, as you said.
• 4:38
  SPEAKER_01: Yeah, I think the ownership pizza are unique, right?
• 4:40
  SPEAKER_01: So obviously kind of what Pillsbury and others did when they changed kind of the represents the recipes in the 40s and 50s to have more engagement.
• 4:45
  SPEAKER_01: And I think there's also been studies of people who do art, right?
• 4:48
  SPEAKER_01: So you have people that kind of create their own artwork, and it could be, you know, uh not very good, but if they've done it, and someone can else create this similar piece of art, right?
• 4:57
  SPEAKER_01: Uh it could be by kit, but once they've done it, they're like, Oh, I'm not selling it for 10 bucks.
• 5:02
  SPEAKER_01: It's mine.
• 5:03
  SPEAKER_01: I made it, right?
• 5:03
  SPEAKER_01: Because it has more uh intrinsic value for them, which is which is interesting.
• 5:08
  SPEAKER_01: That's awesome.
• 5:09
  SPEAKER_01: So are are all products uh take and bake?
• 5:12
  SPEAKER_00: Uh most products are.
• 5:14
  SPEAKER_00: We do have some that are um that are ready to eat.
• 5:17
  SPEAKER_00: Uh in fact, our our cookie dough is actually ready to eat if if uh it's it's uh safe right out of the uh the right out of the container.
• 5:27
  SPEAKER_00: You don't have to bake it, but yes, most of our products are take and bake.
• 5:30
  SPEAKER_01: Okay.
• 5:31
  SPEAKER_01: Uh you know, how many locations do you have?
• 5:34
  SPEAKER_00: We have over a thousand locations, mostly in the United States.
• 5:38
  SPEAKER_01: Okay.
• 5:39
  SPEAKER_01: And when uh can you you know you look at your role?
• 5:43
  SPEAKER_01: Uh, you know, what are you responsible for in your role?
• 5:47
  SPEAKER_01: How long you've been at Pop and Murphy's, and uh, you know, maybe even what's led to this position?
• 5:52
  SPEAKER_00: Yeah, uh great question.
• 5:54
  SPEAKER_00: So I'm as you as uh you already mentioned, I'm the vice president of digital marketing at Pop for Pop Murphy's.
• 6:00
  SPEAKER_00: I've been in this role now for uh three and a half years, and my focus is really on growing digital sales, incremental overall sales and transactions, and building loyalty and connection uh with guests uh and with and with the brand overall at a digital on from all of our digital channels, from CRM, digital media to app, online ordering, and loyalty and beyond.
• 6:25
  SPEAKER_00: Um, and as I said, I've been with the company now since 2022.
• 6:29
  SPEAKER_00: And I really joined because I I saw an opportunity to modernize how we engage with guests while honoring the heart of what makes Pop Murphy's really special.
• 6:39
  SPEAKER_00: So over time, my role has focused on building and leading a team of marketers, driving digital transformation, uh, shaping how the brand's long-term growth strategy really looks.
• 6:50
  SPEAKER_00: And as a lifelong digital marketer, I've always been driven by solving business problems through technology.
• 6:58
  SPEAKER_00: And since my time managing uh my first digital journeys back in 2005, dating myself a little bit, but creating genuine connections between businesses and customers to solve problems in a really meaningful way and bringing joy to the customer and guest experience while also sustaining and growing the business is really the ultimate goal.
• 7:19
  SPEAKER_00: And uh being a part of these innovations within established brands and bringing a new way of connecting with the brand and guest experience is is has been really exciting for me and is uh has been really fulfilling as part of Papa Murphy's.
• 7:32
  SPEAKER_01: Yeah, and it's interesting.
• 7:33
  SPEAKER_01: We have done a number of uh kind of QSR, uh fast casual restaurant interviews over the last uh you know couple of months.
• 7:41
  SPEAKER_01: And one of the topics that's came out is like where does hospitality begin, right?
• 7:45
  SPEAKER_01: Is it uh when they get out of the store, uh and you know, get uh in the parking lot, and the parking lot's already does that impact the digital experience or the whole experience you talked about, digital.
• 7:54
  SPEAKER_01: But you know, where does that customer experience and hospitality start?
• 7:57
  SPEAKER_01: Which is quite interesting.
• 7:59
  SPEAKER_01: Obviously, you have the piece on the back end, that whole value put in with the baking.
• 8:04
  SPEAKER_01: But when you look at hospitality and the digital experience, how how do you balance those?
• 8:08
  SPEAKER_01: And you know, where does hospitality been begin for your brand?
• 8:12
  SPEAKER_00: I think it it really begins with any uh touch point, any any uh interaction that we have with our guests, whether that's I I see it as even if it's uh uh uh the an ad or like uh even a commercial that somebody sees as they're watching a football game.
• 8:31
  SPEAKER_00: Uh, we'll get to it in a second, but we we just launched our revamped loyalty program.
• 8:36
  SPEAKER_00: And we're I you know I'm sitting out with friends and we're watching football and just see our our product and our our brand shown right in uh uh an environment that's obviously you know not where somebody is going to be purchasing, but it starts with every interaction that we have, whether it's a more passive interaction or or one-way communication, such as through ads or or even our digital ad experience or digital media experience, all the way through.
• 9:07
  SPEAKER_00: And I think we have to really embody that sense of connectedness, the brand spirit, and and really what we stand for all the way through.
• 9:17
  SPEAKER_00: And then coming when uh pretty much half of our sales uh are right close to half of our sales are uh online and through the digital experience and through our web and app.
• 9:28
  SPEAKER_00: So we have to be doing and be constantly evolving how the guest perceives our brand, how we um how we interact with them and ensure that they're getting not only uh understanding their brand, but also as best we can a personalized experience with every interaction.
• 9:45
  SPEAKER_00: So we're we're we're uh talking to our our guests at a one-to-one level.
• 9:50
  SPEAKER_01: That's awesome.
• 9:51
  SPEAKER_01: You talked about a little bit, you know, what else keeps you up at night?
• 9:53
  SPEAKER_01: Uh you talked about new technology, you talked about maximizing the digital experience as being a concern.
• 10:00
  SPEAKER_01: Are there kind of other things that uh that that you're looking for or looking at that that may cause a bit of consternation as you kind of grow and uh enhance the brand?
• 10:09
  SPEAKER_00: Yeah, I I think you know, really it comes down to how we continuously make digital engagement simpler and more rewarding for both the guests and in our case for the franchise owners and and our stores.
• 10:22
  SPEAKER_00: So, you know, anyone can create a super complex system of an Martech stack and data stack.
• 10:28
  SPEAKER_00: But the key is really how you innovate to bring a sense of almost lightness to the digital experience and the underlying technology so it's transparent to the guest.
• 10:39
  SPEAKER_00: Uh, but really every new idea from an app update to a campaign has to strengthen the relationship and make our business more sustainable.
• 10:49
  SPEAKER_00: So the challenge really becomes keeping up with the fast-paced environment and guest expectations while ensuring every initiator, every initiative delivers value at the store level, and then all the while driving the strongest ROI possible for the business, both the franchise or and franchisee.
• 11:07
  SPEAKER_00: So a lot, a lot of what I think about is how to build long the long-term roadmap and especially how quickly AI tools and other generative AI and things like that are coming into play to really have overall integrated workflows that they work for the business and drive engagement.
• 11:25
  SPEAKER_01: And it's interesting you mentioned uh kind of the franchisee relationship as well.
• 11:29
  SPEAKER_01: I mean, that can be kind of fraught with challenges as well, rolling out a new loyalty program, they have to buy in through the kind of their marketing agreement you have or the franchisee agreement.
• 11:38
  SPEAKER_01: Uh, but the the value equation, because your goal at the end of the day is to make sure that they focus on what they do well, right?
• 11:45
  SPEAKER_01: And that's making pizza or making pizza that is not yet cooked, right?
• 11:48
  SPEAKER_01: So you want to help them in the marketing, you want to help them with the operations, you want to make things as seamless as possible for them to make sure they do their job well, correct?
• 11:57
  SPEAKER_00: Exactly.
• 11:58
  SPEAKER_00: Yeah.
• 11:58
  SPEAKER_00: Our job is to uh create uh an overall system of business tools and marketing technology and operations that make their job as easy as possible.
• 12:08
  SPEAKER_00: So they can focus on, as you said, what matters most, providing the a great experience in the store, but then also allowing them opportunities to focus beyond their four walls and be able to go make connections at the community, uh, which is really a cornerstone of how Pop Murphy's has always been and has always been shaped, is those really, really strong community connections, which is, I think, quite unique and different than what a lot of other franchisees uh we operate a lot more like a mom and pop shop in the community and have those genuine connections.
• 12:41
  SPEAKER_00: So yeah, as you said, our job is to make uh make their job as easy as possible to go out and do that.
• 12:46
  SPEAKER_01: And it's interesting too.
• 12:47
  SPEAKER_01: You talked about mom and pop shop and technology.
• 12:49
  SPEAKER_01: You know, that that I think there's a promise of digital technology, a promise of the Martech stacks, of creating that one-to-one relationship, you know, that whole cheers relationship where everyone comes in and then they know your name, right?
• 13:00
  SPEAKER_01: And I think that's uh to look at it from that, guys, is very impactful because many brands they have all these technology stacks and they don't work together.
• 13:07
  SPEAKER_01: And and you know, you you you obviously have to, from a clientele perspective, that that person at the front-end touch point, if you just make it easy for them uh to act like a small uh small mom and pop, that's that's where you have that great emotional connection, that loyalty.
• 13:22
  SPEAKER_01: People know their names and welcome you back, right?
• 13:24
  SPEAKER_01: If you go there enough.
• 13:24
  SPEAKER_01: And I think that's that's a great way to look at technology, I think, to as an enabler.
• 13:29
  SPEAKER_00: Absolutely.
• 13:30
  SPEAKER_00: Yeah, completely agree with that.
• 13:31
  SPEAKER_00: And you know, going back to how you know we launched the loyalty program, we we wanted to really get out the gates really strong, make it as strong, the the best possible and easiest to understand experience, both for the guest and you know, the uh the the um the team member at the cash register.
• 13:51
  SPEAKER_00: And that's that's kind of hard to do sometimes with loyalty programs to make it just like one or two lines, understand the value immediately.
• 13:58
  SPEAKER_00: But that's what we um that's what our objective was.
• 14:00
  SPEAKER_00: And I think I think we did it uh fairly well as we rolled out the new program and got really awesome buy-in at the store level and a lot generated a lot of excitement both for store crews and and for our guests.
• 14:11
  SPEAKER_01: Okay.
• 14:12
  SPEAKER_01: When you look at the QSR industry, uh the quick service restaurant, uh, the restaurant industry in general, definitely uh evolving.
• 14:19
  SPEAKER_01: There have been a lot of articles in the Wall Street Journal and The Economist recently, just about change demographics and and kind of maybe some of the economic headwinds.
• 14:26
  SPEAKER_01: You know, how is the industry evolving?
• 14:30
  SPEAKER_01: And you know, what are you seeing?
• 14:32
  SPEAKER_00: Yeah, as you said, uh QSR industry has changed really dramatically over the last decade.
• 14:38
  SPEAKER_00: Um, rising food costs, labor costs have fueled what many have called you know value wars, uh, so to speak, in restaurant and QSR as brands fight to maintain traffic and protect margins.
• 14:52
  SPEAKER_00: And at the same time, digital transformation has reshaped how guests engage.
• 14:56
  SPEAKER_00: Ordering speed, loyalty, personalization are really the primary drivers where people uh choose to spend uh and spend their hard-earned dollars.
• 15:07
  SPEAKER_00: So competition has never been stronger.
• 15:09
  SPEAKER_00: Uh, and the brands that succeed are the ones that balance what made them great from a business model standpoint, the product, their purpose, and with the clear value proposition.
• 15:22
  SPEAKER_00: And combine that with smart, data-driven innovation that's always evolving to meet the needs of the guests and the franchise community in a more complex environment.
• 15:31
  SPEAKER_00: So guests expect speed, value, and personalization.
• 15:34
  SPEAKER_00: And it's it's really a complex landscape, but it's full of opportunities for brands that are willing to evolve and meet the guests where they're at.
• 15:42
  SPEAKER_01: Okay.
• 15:42
  SPEAKER_01: When you look at uh younger generations, right?
• 15:47
  SPEAKER_01: Kind of the those uh who are up and coming, there's this discussion around kind of what next generation customer loyalty means, both from a programmatic perspective perspective, holistically, but also the younger generation, right?
• 15:59
  SPEAKER_01: We just had a peer group call, we had four or five brands on the call, and they were talking about the challenges they have.
• 16:04
  SPEAKER_01: Do they find value in the program?
• 16:06
  SPEAKER_01: What channels do they want?
• 16:07
  SPEAKER_01: And you talked about being on the right channel.
• 16:09
  SPEAKER_01: You know, when you look at engaging younger audiences, you know, what are you seeing?
• 16:13
  SPEAKER_01: What challenges are you facing?
• 16:16
  SPEAKER_00: Yeah, I think um it's it's really interesting because our younger audiences engage quite differently.
• 16:23
  SPEAKER_00: Um and they live online, they value authenticity, they move fast, um, they really value more transparency and control and and more value from their hard-earned dollar.
• 16:38
  SPEAKER_00: Um, you know, our our brand is is uniquely positioned in a lot of ways because for a lot of our younger generation, they they grew up with Papa Murphy's.
• 16:49
  SPEAKER_00: And they, especially on the West Coast where we have you know a lot of stores, they they grew up with it.
• 16:54
  SPEAKER_00: And but a lot of them, you know, as they grew older, maybe, maybe have forgotten about it.
• 16:59
  SPEAKER_00: Maybe they you know live in more urban environments where Papa Murphy's locations are are less prominent.
• 17:05
  SPEAKER_00: So you know, our challenge is making sure Papa Murphy stays relevant while remaining true to our roots.
• 17:11
  SPEAKER_00: And we've really leaned into that social storytelling, digital uh first offers and partnerships, uh, partnering with influencers and microinfluencers to really show up in digital spaces authentically, not forcing it, and being really a part of the world naturally while clearly communicating our brand's uh value and proposition.
• 17:32
  SPEAKER_00: So that's kind of the the the trick, right?
• 17:35
  SPEAKER_00: Or the key is that we we you can't show up in a way where you're talking at the audiences, especially the younger generation.
• 17:43
  SPEAKER_00: We really have to be uh part of the conversation and show up in an authentic way, uh, just as they would be having an interaction with with one of their one of their peers or one of their friends.
• 17:52
  SPEAKER_01: You mentioned partnerships.
• 17:54
  SPEAKER_01: Uh that's another area that's uh very uh impactful, important right now from brands.
• 17:58
  SPEAKER_01: We do a state of customer loyalty research paper every year, and it's usually in the top four or top five.
• 18:04
  SPEAKER_01: Uh obviously challenges more brands want kind of unique uh partnerships, right?
• 18:10
  SPEAKER_01: They want bespoke partnerships versus affiliate or mass type partnerships.
• 18:14
  SPEAKER_01: How are you approaching partnerships?
• 18:16
  SPEAKER_01: How do they work for you?
• 18:17
  SPEAKER_01: Uh, and do you have any current partnerships that are kind of standing out?
• 18:21
  SPEAKER_00: Uh yeah, we have uh partnerships with uh several uh influencers, uh as I said, influencers and and micro influencers who their our goal is to create really naturally engaging content and and have them, you know, the positioning is we we look to partner with those that are naturally advocates for the brand.
• 18:44
  SPEAKER_00: They love the brand.
• 18:46
  SPEAKER_00: Uh they it's not something that's that's forced.
• 18:49
  SPEAKER_00: You know, we we do have lots of different uh partnerships with with larger uh influencers as well, and I'll talk about that in a moment.
• 18:57
  SPEAKER_00: But we focus on keeping the engagement simple, interactive, and also in line with the storytelling of what our brand is, where it is a take and bake experience, right?
• 19:06
  SPEAKER_00: So there it there's a little bit more complexity to it.
• 19:09
  SPEAKER_00: But we we want to you know really help to uh tell the story of the brand through our influencers.
• 19:16
  SPEAKER_00: We're currently partnered with uh Snack ELATER who helped to uh to launch our was part of our loyalty launch and really embedding in in a again as best of our ability the natural experience of what it's like to order and what it's like to be a guest at Pop Murphy's, while also telling the story of what the new loyalty program is.
• 19:38
  SPEAKER_00: So it's it's a lot to accomplish, but we like to uh have both the objectives of engagement and and natural connection, as well as telling the brand story and and and telling our guests about the the overall initiative, in this case loyalty, that we're looking to to uh communicate and and communicate the value of.
• 19:59
  SPEAKER_01: Okay.
• 20:00
  SPEAKER_01: You started to talk about this a little bit, but I would love to learn more about the MySlice Rewards program.
• 20:06
  SPEAKER_01: You talked about some updates you made to the program.
• 20:08
  SPEAKER_01: You know, what were those?
• 20:09
  SPEAKER_01: And how did you decide to do that?
• 20:12
  SPEAKER_00: Yeah, absolutely.
• 20:14
  SPEAKER_00: We recently revamped our MySlice Loyalty Rewards program.
• 20:18
  SPEAKER_00: Our previous loyalty program helped us understand how guests engage with Pop Murphy's, but it wasn't really driving the sustained activity we wanted.
• 20:27
  SPEAKER_00: Infrequent guests weren't participating, and it was a surprise and delight model.
• 20:32
  SPEAKER_00: So while it was fun for some people, unpredictable, but it but it was unpredictable, difficult to scale, and really inconsistent in how it rewarded behavior.
• 20:41
  SPEAKER_00: So we needed a new program that works the way our guests think in order.
• 20:46
  SPEAKER_00: Needed to be simple, transparent, and rewarding.
• 20:49
  SPEAKER_00: So the new MySlice program, uh MySlice Rewards program does exactly that.
• 20:54
  SPEAKER_00: It's built around a single clear rule.
• 20:57
  SPEAKER_00: Every pizza purchased earns points.
• 21:00
  SPEAKER_00: It's easy to understand, easy to message, and it's easy to execute across all of our channels, including web, app, and in-store.
• 21:07
  SPEAKER_00: And the structure really gives guests a straightforward path to free food faster.
• 21:13
  SPEAKER_00: And for our franchisees, it's a system that helps sell more stuff with a built-in engine for repeat visits and predictable results.
• 21:23
  SPEAKER_00: So what we really looked for when we moved uh from our surprise and delight to the points-based model was move from that unclear and inconsistent to simple and scalable.
• 21:37
  SPEAKER_00: And it's a structure that guests trust and operators can really execute easily.
• 21:43
  SPEAKER_00: So when we did the complete MySlice Rewards program revamp, we built it around a simple idea, as I mentioned.
• 21:51
  SPEAKER_00: Every pizza purchase counts.
• 21:53
  SPEAKER_00: And uh for guests, they see the benefits immediately.
• 21:57
  SPEAKER_00: Every pizza earns 10 points, mini Murphs are not included with that, and rewards start at just 25 points.
• 22:04
  SPEAKER_00: So that means most guests are only one to two visits away from earning something free.
• 22:09
  SPEAKER_00: And the reward tiers are really simple as well.
• 22:12
  SPEAKER_00: 25 points are our lower end, free two-liter or three dollars off.
• 22:17
  SPEAKER_00: 50 points are our sides, uh, 75 points is any large, regularly priced pizza.
• 22:23
  SPEAKER_00: So again, this creates that sense of progress.
• 22:26
  SPEAKER_00: Built in uh 10 points for every pizza.
• 22:29
  SPEAKER_00: Uh, and most most of our guests are really only uh one to two visits away from their next reward.
• 22:36
  SPEAKER_00: And you know, really what we kind of wanted to come up with this when we were brainstorming, there's all kinds of ways of developing a new loyalty program, but guests shouldn't have to do math to understand their reward journey.
• 22:48
  SPEAKER_00: And with Pop Murphy's, it's 10 points per pizza, and the first reward is at 25 points, and it's it's really that simple.
• 22:56
  SPEAKER_01: Well, that's awesome.
• 22:57
  SPEAKER_01: Yeah, and I think that's that's that's a very uh uh significant point right now is is brands, especially in this this whole push to value right now, where brands are looking for value.
• 23:08
  SPEAKER_01: They're asking some of the uh the customers are asking some of the the brands they engage with for that value.
• 23:13
  SPEAKER_01: That could be convenience, that could be being able to use their points uh for discounts or uh offers more uh quickly, right, than they have in the past.
• 23:22
  SPEAKER_01: And brands that that resonate, uh that kind of respond will be more resonant with the customers, right?
• 23:28
  SPEAKER_01: It around this whole idea of value.
• 23:30
  SPEAKER_01: So driving that increased uh redemption opportunity has such advantageous uh aspects for the program.
• 23:36
  SPEAKER_01: And it's great to hear that you're focusing on that.
• 23:39
  SPEAKER_01: Absolutely.
• 23:40
  SPEAKER_01: Uh has there been any feedback uh from guests on the program, new program?
• 23:46
  SPEAKER_00: Yeah, um, our guests are early response has been really positive.
• 23:50
  SPEAKER_00: Guests love how straightforward it is, how clear rewards how how clear it is to track their rewards for every visit.
• 23:58
  SPEAKER_00: And franchisees have told us it's easier to explain and they're seeing stronger engagement.
• 24:03
  SPEAKER_00: We've had uh lots of our stores participate in uh loyalty participation uh uh uh uh competitions within their stores.
• 24:14
  SPEAKER_00: So uh increasing guest participation uh in the loyalty program has been obviously one of our top priorities, as it is for all brands and all brands that have a loyalty program.
• 24:26
  SPEAKER_00: So they're really leaning in, and so far participation is as up nearly 100% in store uh or double what it was previously in store and around 20% online, which is uh already very strong, which was already really strong pre-launch.
• 24:42
  SPEAKER_00: So that really tells us the model is resonating and it's uh only going to grow from here.
• 24:47
  SPEAKER_01: Okay.
• 24:47
  SPEAKER_01: You talked a little bit about a piece of personalization uh being very important, understanding uh why they're buying, uh what they like, uh, and how that can be kind of actuated in in the rewards program.
• 25:00
  SPEAKER_01: So, you know, how does that extend uh the personalization aspects uh in into your uh My Slice program?
• 25:07
  SPEAKER_00: Yeah, uh great question.
• 25:08
  SPEAKER_00: Personalization is really part of our DNA.
• 25:11
  SPEAKER_00: Um it's something that we've really prided ourselves on and provided uh throughout the years a really maximum customization ability uh that goes really above and beyond what what a lot of other pizza um concepts have focused on.
• 25:29
  SPEAKER_00: Um obviously there's there's um there can be the opposite side where it introduces a lot of complexity, but guests build every pizza exactly how they want it, and our reward system really had to reflect that.
• 25:40
  SPEAKER_00: So guests can choose how they redeem, whether it's a drink, a side, a discount, or a free pizza.
• 25:46
  SPEAKER_00: And we're expanding personalization even further across web and app platforms with recommendations and offers tailored to the guest habits.
• 25:55
  SPEAKER_00: Uh, and unlike many of our competitors, we don't require an app uh usage at this time.
• 26:01
  SPEAKER_00: So guests can earn and redeem however they prefer, in-store, online, uh web uh uh our web experience as well as the app.
• 26:10
  SPEAKER_00: And that really brings flexibility and a big part of why we've uh had some early success.
• 26:16
  SPEAKER_01: Okay, great.
• 26:16
  SPEAKER_01: We talked a little bit about uh brands being uh customers being more price sensitive today.
• 26:22
  SPEAKER_01: You know, how does Pop Murphy's uh plan to deliver or keep delivering that strong value perception, perceived value and actual value to the customers?
• 26:32
  SPEAKER_00: Yep, uh another great question.
• 26:34
  SPEAKER_00: So our value proposition is built right into our model.
• 26:38
  SPEAKER_00: Uh guests get restaurant quality pizza for a great price and they bake it fresh at home.
• 26:45
  SPEAKER_00: So the pizza comes out hot, bubbly, and perfectly crisp every time.
• 26:49
  SPEAKER_00: Um, and value, as you were kind of alluding to, isn't just about price, it's about what guests get for that price.
• 26:56
  SPEAKER_00: And with Pop Murphy's, you never settle for lukewarm, dried-out uh delivery pizza that's maybe been sitting in a box for a while.
• 27:05
  SPEAKER_00: Um, you bake it on your schedule, it fills your kitchen with that fresh pizzeria aroma and it and it comes out of your own oven exactly how you like it.
• 27:14
  SPEAKER_00: And that's freshness and quality that guests can see, smell, and taste.
• 27:18
  SPEAKER_00: Uh, and when it comes to my slice rewards, uh, on top of that convenience, uh on top of that convenient experience, uh the value, what we what we attended to do is is is create that value and that value proposition even stronger.
• 27:33
  SPEAKER_00: So when guests are earning free food faster than ever and get rewarded for what they already love, uh, most are only a visit or two from their next reward, and and many reach a free large pizza within five to seven visits.
• 27:48
  SPEAKER_00: So that's immediate, tangible value.
• 27:50
  SPEAKER_00: And when we match that with our quality that's hot fresh and bake right when you want it, you know, it's it's uh it's a great combination.
• 27:58
  SPEAKER_01: That's awesome.
• 27:58
  SPEAKER_01: Well, what's the next big thing for you know, customer experience, customer loyalty that Papa Murphy's is looking into uh, you know, going into the future, into the future.
• 28:08
  SPEAKER_01: What are you looking for?
• 28:09
  SPEAKER_00: Yep, yep, great.
• 28:10
  SPEAKER_00: Another good question.
• 28:11
  SPEAKER_00: So we are we're really leaning into personalization, as I mentioned earlier, data insights, and predictive engagement.
• 28:19
  SPEAKER_00: So the future of loyalty isn't just earning points, it's about really being recognized and understood.
• 28:26
  SPEAKER_00: And we want every guest to feel like their experience is designed for them personally.
• 28:32
  SPEAKER_00: And when we talk about new technology, you know, in a lot of ways, the underlying technologies of orchestration and personalization have become fairly mature.
• 28:42
  SPEAKER_00: And while restaurants have historically been a little bit behind where other consumer industries are, it has caught up in many ways.
• 28:51
  SPEAKER_00: So we're we're exploring AI tools with smarter recommendation, uh, frictionless loyalty lookups in store, deeper integrations with app and the POS system.
• 29:02
  SPEAKER_00: So anything that helps the guest feel seen and simple simplifies their experience is where we want to be.
• 29:10
  SPEAKER_00: And we're leveraging technology to simplify every step of the marketing process so that our talented teams from the brand to digital to analytics can understand our guests, plan campaigns, our marketing campaigns, and execute at the highest level possible and with a speed to market that we haven't been able to achieve before.
• 29:30
  SPEAKER_00: So, really, that's how what we're looking to do with uh the new emerging technology.
• 29:34
  SPEAKER_00: And uh, of course, then we can get into further down the road uh agentic uh models and AI, and that's obviously a whole other conversation, but it is something that is on our roadmap and and we're looking at for the future.
• 29:46
  SPEAKER_01: Excellent.
• 29:46
  SPEAKER_01: When you look at the program, you know, what are a couple of things that you're most proud about uh from your customer loyalty from the MySlice program?
• 29:55
  SPEAKER_00: Yeah, I'm really proud that we took something that's somewhat complex.
• 30:00
  SPEAKER_00: Uh, how we reward guests, there's lots of ways to build a loyalty program.
• 30:05
  SPEAKER_00: We took something complex and made it really simple.
• 30:08
  SPEAKER_00: And a program that both guests and franchisees can understand instantly.
• 30:14
  SPEAKER_00: And it's built to drive participation, reward behavior that matters, and grow long-term loyalty.
• 30:20
  SPEAKER_00: And it's proof that I think a clarity and consistency can transform engagement.
• 30:26
  SPEAKER_00: And that that's our goal, has been our goal uh from the launch and uh and will be our goal going forward.
• 30:32
  SPEAKER_00: And I'm really proud of what the team has built from ideation to creation to the technology and all of our vendor partners who help bring it to life.
• 30:42
  SPEAKER_00: You know, it takes an enormous amount of effort to create, test, launch, and and and and have a program go out the door that millions of people interact with every day.
• 30:51
  SPEAKER_00: So while nothing in technology or business is ever truly perfect.
• 30:55
  SPEAKER_00: I'm proud of how our teams came together and really to deliver something that's impactful and to do it in a way that I think really feels seamless for the guests and and for the franchise community.
• 31:06
  SPEAKER_01: Okay.
• 31:06
  SPEAKER_01: And last question, a little bit self-serving.
• 31:08
  SPEAKER_01: You know, what can loyalty 360 do to help you and your team with your customer loyalty efforts?
• 31:13
  SPEAKER_00: Yeah, loyalty360, I think, provides a really strong platform for sharing best practices, connecting leaders across industries.
• 31:22
  SPEAKER_00: And the more we can collaborate, exchange insights, and learn from each other, the more uh the entire loyalty space evolves.
• 31:28
  SPEAKER_00: And that's the kind of collaboration that really helps brands grow and continue to innovate.
• 31:34
  SPEAKER_01: Okay, perfect.
• 31:35
  SPEAKER_01: And I think now we have our wonderful quickfire round of questions.
• 31:39
  SPEAKER_01: I like to keep them to one word or short phrases.
• 31:43
  SPEAKER_01: Uh when you look at your role at Pop Murphy, what excites you about your role?
• 31:48
  SPEAKER_00: Digital innovation.
• 31:49
  SPEAKER_01: There you go.
• 31:50
  SPEAKER_01: Is there a profession other than the one you currently have that you'd like to try?
• 31:54
  SPEAKER_00: Uh psychology, understanding how humans think, feel, and respond to the world.
• 32:00
  SPEAKER_01: Okay.
• 32:00
  SPEAKER_01: Is there uh a book, person, or a brand that has inspired you in business?
• 32:07
  SPEAKER_00: Uh I think Steve Jobs, the relentless pursuit of simple, intuitive, and magical technology experiences.
• 32:15
  SPEAKER_01: Okay, perfect.
• 32:16
  SPEAKER_01: Uh what do you enjoy uh what do you enjoy doing that you often don't get the time to do?
• 32:22
  SPEAKER_00: I enjoy playing hockey.
• 32:23
  SPEAKER_00: I don't get as much time on the ice as I would like, but I still love it.
• 32:27
  SPEAKER_01: Okay, excellent.
• 32:28
  SPEAKER_01: And who inspired you to become the person you are today?
• 32:31
  SPEAKER_00: Uh my parents.
• 32:32
  SPEAKER_00: They taught me balance, grit, compassion, and empathy.
• 32:36
  SPEAKER_01: And what do you typically think about at the end of the day?
• 32:39
  SPEAKER_00: Prioritization, what matters most tomorrow and how to make it uh simpler for our guests.
• 32:45
  SPEAKER_01: And uh, how do you want to be remembered by your friends and family?
• 32:49
  SPEAKER_00: As someone that leads with purpose, kindness, and made each interaction better.
• 32:55
  SPEAKER_01: That's awesome.
• 32:56
  SPEAKER_01: Well, Jason, thank you very much for taking the time to speak with us today.
• 32:59
  SPEAKER_01: Uh it was a pleasure getting to know you and also getting to know a little bit more about the My Slice Rewards program.
• 33:04
  SPEAKER_01: Uh, very interesting program, uh being able to bake the product at home, creating that emotional engagement.
• 33:11
  SPEAKER_01: Uh it was uh you know very unique to hear not only about the product, but how you are leveraging technologies to drive further uh engagement.
• 33:19
  SPEAKER_00: Awesome.
• 33:20
  SPEAKER_00: Thanks, Mark.
• 33:21
  SPEAKER_00: I really enjoyed being on today and getting to meet you as well.
• 33:23
  SPEAKER_00: And uh yeah, we'll be in touch.
• 33:25
  SPEAKER_00: Absolutely.
• 33:26
  SPEAKER_01: And I also want to thank everyone for taking the time to join us today.
• 33:29
  SPEAKER_01: Make sure you join us back every Thursday for another edition of our Leaders and Customer Loyalty series.
• 33:33
  SPEAKER_01: Until then, have a wonderful day.