GeoVue, a leading provider of dynamic location optimization software, and Papa Murphy’s, the pioneer of the take ‘n’ bake pizza concept, today announced that Papa Murphy’s is employing geoVue’s software solutions to maximize new store performance while minimizing the potential for store cannibalization.

Using geoVue’s modeling and optimization solutions, Papa Murphy’s has improved its ability to prioritize markets, which is crucial as it rapidly expands in the U.S. and Canada. In addition, geoVue provides Papa Murphy’s and its franchisees with online capabilities that allow them to access site characteristics of existing and proposed store locations, enabling them to more easily come to fact-based decisions about store placements within defined markets.

With nearly one thousand locations, Papa Murphy’s is widely acknowledged by consumers for excellence in value, quality, variety, service and convenience. The company was voted “Best Pizza Chain in America” for four consecutive years by consumers in the Restaurants and Institutions “Consumers’ Choice in Chains” survey and was recently named Pizza Today’s “2006 Chain of the Year.”

“GeoVue has proven to be an invaluable partner as we expand to 1,000 locations and beyond,” said Kevin King, senior vice president of Development at Papa Murphy’s. “Its unique analytic approach to location optimization has brought new insight to our development decisions. For example, geoVue enables us to generate different build-out scenarios to determine the optimum strategy. We’ve also created sophisticated profiles that quantify the demand for our offerings.”

geoVue goes beyond simple site selection. It optimizes locations. Using its innovative solutions and domain expertise, geoVue develops predictive store trade areas that allow clients to decide which markets to enter, expand or exit; how they should optimize store networks within each market; and how to localize marketing and merchandising.

“Real estate remains most retailers’ largest capital investment and plays a critical role in customer-centric business strategies,” said geoVue CEO Rudy Nadilo. “We are proud to work with Papa Murphy’s as it creates optimal store networks that fuel its success.”

About Papa Murphy’s
Papa Murphy’s is the sixth-largest pizza chain in the country and the pioneer of the Take ‘N’ Bake pizza concept. Papa Murphy’s operates nearly 1,000 locations in 30 states and Canada. The Vancouver, Wash.-based company offers custom-made pizzas featuring high-quality fresh toppings generously layered on pizza dough that is made fresh each morning in each store. Papa Murphy’s pizzas are baked at home in customers’ ovens for a piping hot, delicious meal whenever they want it. In addition to handmade pizzas, the company offers a growing menu of Take ‘N’ Bake items, including cheesy bread, lasagna, chocolate chip cookie dough and freshly-made salads. Papa Murphy’s has been voted “Best Pizza Chain in America” for four consecutive years by consumers nationwide in the Restaurants and Institutions “Consumers’ Choice in Chains” survey and was recently named Pizza Today’s “2006 Chain of the Year.” For more information, visit

About geoVue (
geoVue is the leading provider of dynamic location optimization software for retailers, restaurants and other real-estate based consumer channels seeking a higher return on capital investment. geoVue’s state-of-the-art modeling and optimization solutions help its clients holistically plan store networks and prioritize capital investments based on predictive, multi-factor trade areas. Clients prioritize markets to enter, expand or exit; optimize store networks; and localize marketing and merchandising. geoVue’s unique approach to data and model maintenance provides each client with a localized, real-time geospatial decision-making framework configured for its particular customer-centric strategy. geoVue clients “don’t leave square footage on the table.”

Founded in 1994 and based in Woburn, Mass., the company has more than 150 clients, including Big Lots, Dunkin’ Brands, Meineke, Papa Murphy’s, Pet Supermarket , REI and The Limited.

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