Three new co-branded locations combining Papa Murphy’s, a take-and-bake pizza chain, and Pinkberry, its sister frozen yogurt brand, are set to open. This initiative aims to boost franchisee revenue through expanded offerings and operational efficiencies.
According to a press release, three franchise agreements have been signed to merge these brands under one roof. The strategy focuses on maximizing shared resources, including real estate and labor, to enhance profitability.
Co-branding strategy
MTY Group, Papa Murphy’s parent company, is increasingly adopting co-branding across its portfolio, which includes Kahala Brands. Recent examples include Wetzel’s Pretzels and Cold Stone Creamery partnerships nationwide.
Kahala has also paired Cold Stone with Planet Smoothie and combined Sweet Frog with Planet Smoothie and Wetzel’s. These collaborations aim to increase unit growth and sales by offering diverse options.
Benefits of co-branding
The Papa Murphy’s-Pinkberry partnership will provide consumers with greater convenience while enabling franchisees to cater to multiple dining occasions throughout the day. The brands complement each other, balancing seasonal fluctuations to support growth and quicker investment returns.
Ray Zandi, vice president of U.S. development at MTY Food Group, stated, “These brands in particular pair well together and also offset each other seasonally, which will greatly assist in growth and a faster ROI in the future for candidates that wish to explore co-brands as ways to develop new stores with either brand.”
The co-branded sites span different states, with Joshua and Samantha Kimzey launching a location in Sunriver, Oregon, in November. John Perea will integrate Pinkberry into his existing Papa Murphy’s in Santa Fe, New Mexico.
Future plans
Franchisee Casey Kauer plans to open a co-branded store in West Haven, Utah, next summer. Early feedback highlights the individual strengths of the brands and their combined potential.
Zandi added, “By combining Papa Murphy’s and Pinkberry, or sweetFrog or some of the other less labor-intensive concepts, we’re creating a differentiated concept that gives owners greater flexibility while delivering a convenient, high-quality experience for guests.”
Co-branding may help mitigate recent closures, as MTY Group announced plans to shut up to 50 underperforming corporate-owned Papa Murphy’s locations this year. The chain’s footprint shrank from 1,168 units in 2023 to 1,014 units in 2024, per a franchise disclosure document.
