Topic: Diffusion of Innovation

Product: Maharaja Menu by Papa Murphy’s

Presented To: Dr. Vimi Jham Presented By:

Gargee Pathak
Prateek Mittal
Rushil Khaitan
Introduction
• The chain of take and bake pizzerias
traces its history back to 1981
• It began its operations in California
• Three years later the Papa Aldo's
Pizza chain was founded in Hillsboro
• Both chains were later acquired and
consolidated by Terry Collins into
Papa Murphy's.
• 5th largest pizza company in the
United States.
Initial Operations Strategy of Papa Murphy’s

• Orders are available by walk-in, order online, or call-in.

• Some stores have a drive-thru window where
customers can pick up call-in orders
• Unlike regular pizza establishments, the pizza is made
at the store but is not baked there.
• take-and-bake pizzas typically have lower costs
• they are often able to undercut the national pizza
giants
• also offers salads, chocolate chip cookie dough, cheesy
bread, cinnamon wheels, smores dessert pizzas, and
soft drinks
Origin of Papa Murphy’s
in UAE

• Papa Murphy’s in the Middle

East is owned and operated by
MAM Food Co. in Dubai, United
Arab Emirates.
• UAE currently has 25 outlets
• It has outlets in Dubai, Sharjah
and Abu Dhabi.
Operations
Strategy in UAE
• Use only 100% whole-milk Mozzarella
Cheese
• 100% real meat which is 100% Halal
• Daily make Fresh dough, not frozen
dough
• Options to choose from
baked (Bake 'N' Take), or unbaked (Take 'N'
Bake)
• Choose to have your pizza Half N' Half &
enjoy any 2 pizza choices in a single pizza
Market share
• Papa Murphy’s currently
operates 1287 in the US
and 15 in Canada
• It was expanded in UAE in
the year 2012
• It plans to open 100 Pizza
outlets in UAE
 Issues/Challenges

• Lower brand recognition in UAE

• Take N Bake model not accepted
• Huge competition
• Lesser no. of stores
• Less market share
Market Strategies of Papa
Murphy’s in UAE

• Social Media
• Hoarding and Banners on the
metro stations and roads
• Advertisements in
newspapers, magazines
• Television commercials
• Mobile App (Zomato, Talabat,
Uber eats)
• Collaboration with ENOC
stations
Introduction to the new
product line : Maharaja menu

• Launched on 28th April 2016

• 3 new pizza flavours
• Social Media campaigns on
Facebook and Instagram
What lead to
Innovation?
• Research reveals that a large size of
pizza lovers visiting the store were
from Indian subcontinent.
• Majority of population in UAE is
expats.
• 17% Indians, 12.5% Pakistanis, 3%
Bangladeshis.
• Various suggestions received on Social
media platforms.
4 P’s
Product
2 variants for non vegetarians (Chicken Tikka and Chicken Karahi) and Paneer Tikka for vegetarians.
Tikka Pizza has a smoky and tandoori flavor whereas Karahi Pizza has a spicier base.

Price
The price for Maharaja Pizzas are lower than other pizzas.

Place
UAE

Promotion
Online promotions like Buy 1 get 1, Get Second Pizza for 1 AED, Discount upto 33% on applications like Zomato,
Talabat, Uber Eats.
Methodology
1. Primary Research
• Online Survey
• One to one interview.

2. Secondary Research
• Secondary Data available online
Online Survey
Q1. Do you eat pizza?

NO
16%

YES
84%
Q2. What is your age ?
Q3. How often do you eat pizza?
Q4. Which Pizza Brands you prefer?
Q4. Which Pizza Brands you prefer?
Q5. What makes you try a new pizza at an outlet?
Q6. On a scale of 1 to 5 how spicy you want the pizza to be?
Q7. Have you tried MAHARAJA pizza menu at Papa Murphy's?
Q8. How satisfied are you with the new Maharaja menu?
SWOT
1. Strength
• Allows customization
• Focus on health, nutritional benefits
2. Weakness
• Less stores
• Low market share
3. Opportunities
• Take & Bake or Bake and take
• First to launch in market
4. Threat
Current Position of the Maharaja Menu According to the Innovation
Cycle
Position of the Maharaja Menu
amongst the consumers

• With an average serving of

2500 pizzas a day from 900
pizzas.
• Papa Murphy’s still targets the
early adopters.
Conclusion
• New product line is in the Early adoption stage.
• Rigorous marketing techniques need to practiced by Papa Murphy’s
to take it to the early adopters stage.