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    Papa Murphy's Goes Gourmet with Primo Pizza Line

  • Industry News March 1, 2013

    Bye-bye old American pie. Papa Murphy’s, the nation’s largest take-and-bake pizza chain, is introducing an ultra-premium pizza line with high-quality ingredients.

    Three new pizzas that comprise Papa Murphy’s Primo Line include gourmet, trending food ingredients that consumers crave, like fennel sausage, goat cheese, prosciutto, fresh Mozzarella, and arugula.

    It’s gourmet, handmade pizza without the hassle of gathering, prepping, and assembling the ingredients.

    “Papa Murphy’s has always been the market leader in high-quality pizza, and these ingredients will catapult us way ahead of competitors with consumers who are highly motivated by taste,” says Carron Harris, vice president of product development and corporate chef of Papa Murphy’s.

    “With the popularity of chef TV shows and food cart vendors, American consumers are exposed to new, distinctive foods they want on pizza,” Harris adds. “We tested trending toppings with our customers and created irresistible pizzas, freshly made at the store so customers can bring them home to bake. We call it love—and in this case, high-end love—at 425 degrees.”

    Datassential, the restaurant market research firm, reports the ingredients on the Papa Murphy’s Primo Line are spiking on menus all over the country, as consumers with sophisticated palates crave more variety in their food. 

    Primo Line ingredients on U.S. menus from 2008 to now include arugula salad (up 43 percent), fennel (up 30 percent), goat cheese (up 21 percent), and fresh Mozzarella (up 11 percent).

    The Primo Line was released on February 19 in test markets across the country and will start at $15. 

    Papa Murphy’s Primo Line includes:

    • Goat Cheese and Fennel Sausage:Creamy garlic sauce, pepperoni, spinach, fennel sausage, mushrooms, goat cheese, and zesty herbs.
    • Fennel Sausage & Sun-dried Tomato:Red sauce, pepperoni, fennel sausage, sun-dried tomatoes, green onions, black olives, and Feta.
    • Prosciutto & Arugula Delite:Red sauce, prosciutto, fresh Mozzarella, and arugula.