Papa Murphy’s Leverages Bridg to Re-Engage Customers with Personalized Social Media Marketing Campaign

Highly targeted outreach drives ROI and revenue success within seven days



LOS ANGELES – December 21, 2016 – Bridg, the first software company to leverage big data to drive precision marketing campaigns for restaurant brands, today announced that it has helped take ‘n’ bake pizza chain Papa Murphy’s achieve renewed customer engagement through its latest digital marketing campaign. Through its collaboration with Bridg, Papa Murphy’s delivered highly personalized marketing communications to specific customers via social media channels, resulting in significant and measurable ROI from the targeted segments within just seven days of launching the campaign.  

The campaign leveraged Papa Murphy's point-of-sale data to derive lifecycle insight as well as Bridg’s proprietary technology to identify individual customers and assign historical purchase behavior to each. Bridg segmented customers based on their buying patterns to identify those who had lapsed from their previous individual buying patterns, understanding that this group would have the most imminent and incremental revenue opportunity.

“While we had existing customer data, we partnered with Bridg to extract, analyze, and leverage the information to make it actionable,” said Tim Vu, VP Digital Experience for Papa Murphy’s. “Connecting data across our customer database, point-of-sale systems, and custom eCommerce platform will help us deliver compelling offers and provide even greater value to families looking for a fresh dinner option.”

Bridg located the lapsed customers online, primarily on social channels such as Facebook and Instagram, and served targeted display advertisements to the individuals containing a coupon and provided one-week window for redemption in-store or online. Once the user returned to Papa Murphy's, Bridg's technology traced the transaction back to the unique customer that was targeted with a digital ad, and reported a closed-loop, clear ROI.

Results of the Campaign Include:

  • Return On Investment (ROI): The campaign produced $3.58 in revenue for each $1.00 in advertising/technology spend from the targeted lapsed customers, comprised of immediate revenue within 7 days, incremental revenues in the year, and yearly value of the opted-in emails.
  • Driving Immediate Revenue: Revenue derived within 7 days exceeded the total media spend, driving $1.34 for every dollar spend in media.
  • Click-Thru Completion & Capture50% of customers that clicked on the ad joined Papa Murphy’s email database, supplying a usable email address and opted-in to receive email marketing messages in addition to receiving a coupon.
  • Cost Efficient Customer Identification, Capture, & Retention: The campaign produced these contacts at a cost of less than one third of their annual value (based on Papa Murphy's known economic values assigned to each customer contact with an opted-in email address).

About Bridg

Bridg is a marketing software company that provides true closed loop marketing and business intelligence to the restaurant industry. Integrated directly into the POS system to build unique customer profiles and understand individualized behavior patterns, Bridg provides its clients with deep data science that it uses to create effective personalized marketing campaigns that drive traffic and sales in a measurable way.

About Papa Murphy’s

Papa Murphy's Holdings, Inc. (Nasdaq:FRSH) is a franchisor and operator of the largest Take ‘n' Bake pizza brand in the United States, selling fresh, hand-crafted pizzas ready for customers to bake at home. The company was founded in 1981 and currently operates over 1,570 franchised and corporate-owned fresh pizza stores in 38 States, Canada and United Arab Emirates. Papa Murphy's core purpose is to bring all families together through food people love with a goal to create fun, convenient and fulfilling family dinners. In addition to scratch-made pizzas, the company offers a growing menu of grab ‘n' go items, including salads, sides and desserts. Order online today at www.papamurphys.com.

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

Portion PadL Solves Worldwide Problem

Finally cut pizzas into equal slices.

For Homemade Pizza in a Pinch,

Husband and father of four simplifies pizza night with pre-measured spice packets

Yext for Food Makes Menus Visible Across Intelligent Search

Specific restaurant menu items, such as pepperoni pizza, are now searchable.

AB Mauri North America named Business of the Year by St. Louis Mayor

Baking technology company recognized for contributions to the city’s growth and development

Upper Crust Pizzeria Goes Pink to Support Breast Cancer Awareness Month

Boston locations of Upper Crust have turned boxes pink to raise awareness.

Middleby Marshall Expands its WOW!2 Series Conveyor Ovens

Ovens now offer a 38-inch baking chamber.

Easybag: The Easiest Way to Carry Pizza, Soda and Dressing in One Hand!

New from Pizzabag.no, Easybags can be customized with your pizzeria’s logo.

EDGE Conveyor ovens to be distributed by Jestic Foodservice in the UK

Jestic will be the exclusive distributor of the EDGE series conveyor ovens in the U.K.

Globe Food Equipment Expands Its Cooking Line

Company unveils electric sandwich grill combo unit.

Univex Leading The Way in Pizza Innovation

The Univex Pizza System puts a new twist on the pizza-making process.
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags