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5 Bold Moves Papa Murphy's Pizza Is Making In 2025: Menu Hacks, New Locations, And A Potential Sale

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Papa Murphy's Take 'n' Bake Pizza, the unique chain famous for its fresh, uncooked pies, is undergoing a dramatic transformation in late 2025. The company is actively optimizing its store footprint, aggressively expanding into new markets, and launching trendy, high-flavor menu items to capture the attention of a new generation of pizza lovers. This strategic pivot comes at a critical time as the brand's parent company faces its own major corporate review.

As of December 19, 2025, the focus for the Vancouver, Washington-based chain is on leveraging its core "freshness" advantage while simultaneously streamlining operations by closing underperforming locations and rapidly franchising new, more profitable units. The combination of innovative limited-time offers (LTOs) and a clear value proposition is signaling a strong competitive push in the crowded $40 billion pizza market.

The 5 Biggest, Freshest Updates for Papa Murphy’s in 2025

The "Take 'n' Bake" model—where customers assemble the pizza at home—remains the brand's unique selling proposition (USP), emphasizing a fresh, oven-hot product every time. However, the business strategy for 2025 is far from static. Here are the five most significant and current moves defining Papa Murphy's trajectory.

1. The Sweet-Heat Sensation: Ultimate Pepperoni with Mike’s Hot Honey LTO

In a clear move to align with current food trends, Papa Murphy's has partnered with Mike’s Hot Honey for a highly popular limited-time offer (LTO). This collaboration introduces the Ultimate Pepperoni pizza, which is a bold, flavor-packed creation designed to appeal to consumers looking for a "sweet heat" profile.

The pizza itself is built on a traditional red sauce base and features a double dose of meat: two distinct types of pepperoni—shredded and giant—along with whole-milk mozzarella cheese.

The innovative twist is the inclusion of a cup of Mike's Hot Honey, which is served on the side. This allows the customer to customize their experience, either by drizzling the spicy-sweet condiment over the entire pizza or using it as a dipping sauce for the crust.

This LTO is a perfect example of the brand's new focus on "Go Bold" menu items, demonstrating an agility that rivals competitors like Domino's and Blaze Pizza in adopting popular, trending ingredients.

2. Strategic Footprint Optimization and Aggressive Expansion

Papa Murphy's is currently engaged in a strategic effort to close underperforming restaurants while simultaneously opening new, more viable locations. This is not a sign of retreat but rather a calculated move to strengthen the overall franchise system.

In a recent quarter, the company reported opening a significant number of new stores, even as it shuttered others. This focus on optimization is crucial for long-term health in the competitive franchise industry.

Key expansion targets for 2025 include several high-growth, untapped markets:

  • Hawaii: Entering the Pacific market with new development agreements.
  • Alabama and North Carolina: Significant growth in the Southeastern United States.
  • Southern California (SoCal): A major push into a highly competitive and lucrative West Coast market.

The brand is prioritizing development in markets with existing locations, aiming to increase brand recognition and leverage existing supply chain infrastructure. This multi-unit strategy is designed to cut out a bigger slice of the competitive pizza landscape.

3. The Launch of "Papa’s Picks" Value Lineup

Responding to consumer demand for value without sacrificing quality, Papa Murphy's introduced "Papa's Picks" in late 2025. This is a dedicated value offering designed to compete directly with budget-focused deals from rivals.

The initial launch of Papa's Picks features two core, mouth-watering options:

  • 4-Cheese: A classic option focusing on quality ingredients.
  • Double Shredded Pepperoni: A simple, high-impact pepperoni pizza.

These pizzas are often featured at an attractive price point, such as the $9.99 deal, making fresh, customizable pizza more accessible to budget-conscious families. This move reinforces the chain's commitment to the "value" side of its USP, complementing promotional deals like the "mediYUM" offer for a medium pizza at $6.99.

4. Corporate Uncertainty: Parent Company MTY Food Group Up for Sale

The most significant off-menu development is the strategic review initiated by Papa Murphy's parent company, the Montreal-based restaurant holding company MTY Food Group. MTY, which also owns brands like Wetzel's Pretzels and Cold Stone Creamery, has confirmed it is exploring strategic alternatives, including a potential sale of the entire company or its various brands.

This corporate uncertainty could lead to a major ownership change for Papa Murphy's International, LLC. A new owner could bring fresh capital, a revised vision, or a complete overhaul of the business model. For franchisees, this review is a critical piece of news that could define the brand's future direction, impacting everything from marketing spend to technology investments.

5. Digital Loyalty and Menu Diversity

Papa Murphy's continues to invest heavily in its digital ecosystem and menu breadth to enhance the customer experience. The MySLICE Rewards program remains a key driver for customer retention, offering discounts and deals for signing up.

The core menu is also constantly being refined, moving beyond the traditional red sauce and whole-milk mozzarella to offer a variety of crusts and specialty items, including:

  • Stuffed Crust Pizzas: Featuring two layers of dough and ingredients, such as the famous Chicago Style and 5-Meat options.
  • Specialty Pizzas: Classics like the Cowboy, with Italian sausage, sliced mushrooms, black olives, and cheddar, remain popular.
  • Fresh Ingredients: The emphasis on fresh-grated parmesan, ground sausage, and zesty herbs differentiates the product from chains that rely heavily on pre-made components.

By focusing on fresh ingredients and high-value offerings like Papa's Picks, Papa Murphy's is successfully positioning itself against major competitors like Chipotle Mexican Grill and Smashburger, who also emphasize fresh, customizable food preparation.

The Future of Take 'n' Bake Pizza

The current strategy for Papa Murphy's is a clear-cut plan for growth: prune the unprofitable stores, aggressively plant new franchises in high-potential areas like Hawaii and North Carolina, and inject the menu with trendy, bold flavors like Mike's Hot Honey. The "Take 'n' Bake" model inherently offers a unique advantage in both freshness and value, as it eliminates the cost of in-store ovens and delivery services, a key financial foundation for the franchise model.

The biggest unknown remains the fate of its parent company, MTY Food Group. Regardless of who ultimately owns the brand, the groundwork being laid in 2025—focused on a stronger franchise footprint, digital engagement through MySLICE Rewards, and innovative LTOs—suggests that Papa Murphy's is prepared to compete fiercely. The chain is successfully leveraging its unique position to attract customers who want the quality of a fresh-made pizza with the convenience and value of a home-baked meal, cementing its role as a distinct player in the quick-service restaurant (QSR) space.

5 Bold Moves Papa Murphy's Pizza is Making in 2025: Menu Hacks, New Locations, and a Potential Sale
papa murphys pizza
papa murphys pizza

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