Papa Murphy’s Pasta and Cheesy Bread Final Report: Positioning Development May 2014

Project Objectives & Deliverables Deliverables: CenterBrain’s Three T’s Uncover insights driving interest in Papa Murphy’s new pasta line and modified cheesy bread Tangible Benefit: “What’s in it for me?” Identify which benefits speak to the insight discovered above and differentiate the product from competitors Truth: Three features that support the benefit Develop positioning based on consumer feedback That’s Me: Belief followed by a behavior that connects to the product benefit.

The Triad Process What is a triad? Who participated? 4-step process 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 Who participated? 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. Because baking is best for fresh ingredient flavor. The spiral pasta bakes that bring out the best taste and flavor. Finally, pasta good enough to be called Papa Murphy’s Has to be more than good, it should be fantastic. Concept J Authentic Concept A Baking Concept E Spiral Concept M Hero Concept H Fantastic

Pasta Taste-Continuum in the eyes of the Consumer Ramen noodles Box Mac ‘N’ Cheese Spaghetti/ Stove-top Pasta Baked Pastas 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. Made the old-world way with 100% fresh, whole-milk mozzarella. Deeper and cheesier is what makes this bread the best. Fresh-prepared by us then homemade baked by you. The right amount of cheese, the right amount of bread, the perfect cheesy bread. Concept K Most Concept C Old-World Concept L Deep Concept B Home Made Concept P Perfect

Key Learning Pasta Cheesy Bread Papa Murphy’s 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 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. 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

CenterBrain’s Three T’s of Positioning Papa Murphy’s Pasta (Baked) TARGET AUDIENCE: Women aged 30-50 with children at home Tangible Benefit Truth That’s Me Delivers authentic taste and flavor in a home baked pasta meal. Perfect melding of flavors as ingredients bubble and blend 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. Fresh ingredients, hand-grated cheese Six varieties, including create-your-own

Final Concept – Fresh Fantastic

CenterBrain’s Three T’s of Positioning Papa Murphy’s Pasta (Fantastic) TARGET AUDIENCE: Women aged 30-50 with children at home Tangible Benefit Truth That’s Me Delivers the best pasta taste and flavor in a home baked pasta meal. Chef-created recipes, your homemade touch 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. Fresh Ingredients, hand-grated cheese Perfect melding of flavors as ingredients bubble and blend

Final Concept – Cheesy Bread

CenterBrain’s Three T’s of Positioning Papa Murphy’s Cheesy Bread TARGET AUDIENCE: Women aged 30-50 with children at home Tangible Benefit Truth That’s Me Provides the most indulgent home baked cheesy-bread taste “experience”. Over ¼ pound of hand-grated 100% whole-milk cheese 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. Old-world perfect rise dough Crispy on the bottom, home-made soft in the middle, two-hand gooey cheesy on top

Next Steps 05 Pizza-Today, Pasta Tomorrow is a transactional positioning. Test it. 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. 03 Take advantage of transactional concepts to promote Cheesy Bread and Pasta Together. 02 Move to launch with Cheesy Bread – “Indulgence Positioning”. 01 Quantitatively evaluate pasta concepts with close attention to diagnostics (not just topline).

thank you CenterBrain Partners, Inc. 859.750.7259 www.centerbraininc.com centerbrainer@gmail.com