Due to dwindling foot traffic industry-wide, many restaurants are attempting to offer consumers value, either real or perceived. The trend has taken off so much, in fact, that a number of media outlets have dubbed 2024 the year of the “Value Wars.” 

Papa Murphy’s, the 1,000+ location “take-and-bake” chain, is getting in on the action. The brand recently announced its “Everyday Value men,” which features three large pizzas starting at $7.99 each: Shredded Pepperoni, Crumbled Sausage or Classic Cheese. One of the challenges for the brand, said Tracey Ayres, Papa Murphy’s vice president of marketing, was finding a way to give consumers value without compromising what has always made Papa Murphy’s unique. 

“We know that value means different things to different people,” Ayres said. “For our consumers, value isn’t just about price. It’s about high-quality menu items and high-quality service. But at the same time, we can’t ignore price.”

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The Shredded Pepperoni pizza, in particular, is a good example of an innovative way that Papa Murphy’s offers value to its guests, Ayres said. “We’re probably the first major pizza chain to offer shredded pepperoni,” Ayres said. “It’s something new and different, but it’s also part of the value proposition. We want our customers to know they can get an affordable meal without sacrificing the flavor and quality they’ve come to expect from us.”

Due to the “take-and-bake” nature of its business model, Papa Murphy’s inhabits a unique space in the pizza segment. To take a glass-half-empty perspective on it, Papa Murphy’s isn’t just competing with the largest pizza chains in the country, as well as independent pizzerias, but it is also going up against grocery stores that sell frozen pizza. But viewed from a glass-half-full perspective, Papa Murphy’s is also a unicorn: If you want a fresh, take-and-bake pizza, Papa Murphy’s is your spot. 

This makes the value equation for Papa Murphy’s particularly complex—but also sheds light on where Papa Murphy’s sees opportunity. “Prepared foods are growing, and we can play in that space because we offer something that’s fresh, not frozen, and made to order,” Ayres said. “But we’re also trying to be mindful of price, ensuring that we can compete without compromising our quality.”

As Papa Murphy’s continues to explore the value-driven landscape, it remains committed to offering budget-friendly options while maintaining its integrity, Ayres said. For Papa Murphy’s, it’s not just about providing cheaper meals, but meals that taste good and resonate with its customers. With these new large pizzas starting at $7.99, the brand aspires to truly take on the largest quick-service brands in the country—and not just those in the pizza segment.

“This is the first time we’ve really leaned into an everyday value lineup,” Ayres said. “We’re trying to compete with the likes of McDonald’s and Wendy’s without losing what makes us unique.”