Papa Murphy's Pizza

The Challenge⸻

As one of America’s top 10 pizza chains, Papa Murphy’s had a strong national presence with over 1,500 franchise locations—but lacked a critical piece of modern customer experience: online ordering.

In 2018, digital convenience was no longer optional. Without an effective online platform, Papa Murphy’s risked falling behind competitors who were already capitalizing on the growing demand for easy, digital ordering. But with such a large franchise network, the solution needed to be scalable, user-friendly, and seamlessly integrated at the local level.

Their first attempt—a $10M custom Hybris platform via Deloitte Digital—proved to be overly complex, difficult to manage, and ultimately unsustainable. After a costly year, it was clear: they didn’t need a complicated enterprise build. They needed a solution that worked.

The Solution⸻

Winnicki Digital led the pivot—shifting from an over-engineered platform to a streamlined, effective system focused on performance, simplicity, and scalability.

• Replaced Hybris with an out-of-the-box integration using the OLO ordering platform, designed specifically for multi-location restaurants
• Partnered with an agency to build a lightweight, easy-to-manage CMS for the website front end—allowing for fast updates and franchise flexibility
• Focused on creating a seamless customer experience from browsing to ordering, ensuring each of the 1,500 locations could operate smoothly within the digital framework

But we didn’t stop at launch. Recognizing the opportunity to further engage customers, we developed a lifecycle email marketing program—leveraging purchase behavior data and personalized offers to drive repeat business.

The Results⸻

• Increased online ordering from 3% to 12% of total sales, contributing to a 27% boost in overall revenue
• Delivered a fully functional, scalable digital ordering system under a $2M budget
• Launched a targeted email marketing program that drove 80% revenue growth within the channel by incentivizing repeat purchases with personalized offers
• Established a manageable, future-proof digital ecosystem tailored to both corporate goals and franchisee needs

Papa Murphy’s successfully transformed its digital presence—turning a costly misstep into a streamlined solution that delivered real, measurable growth.