Take 'n' bake pizza leader Papa Murphy's debuted a new store prototype designed to engage guests' senses and give them a better view of the personalized fresh pizza-making process.

Dubbed "CREATE," the new prototype stores spotlight prep areas where customers can see staff make pizza dough from scratch before topping it with fresh ingredients. Crisp, clean signage throughout the store reinforces the brand position; "Always Fresh", "Fresh Dough Made Daily" and "Start Creating" signs also serve to remind guests that the chain never offers frozen or factory-made food.

To showcase the chain's complete meal offerings, the prototype includes Murphy's Market, a refrigerated grab-and-go case that displays fresh-made salads, dessert pizzas, cookie dough, cold beverages and more.
"Our goal with the CREATE store concept is to engage guests and let them experience the high level of freshness and detail Papa Murphy's has to offer in every pizza," notes Tré Musco, president and chief creative officer at Tesser, the San Francisco-based design firm that worked with Papa Murphy's.

Papa Murphy's plans to launch three CREATE store locations to pilot specific materials, design elements and customer flow. Future plans will also offer franchisee partners the opportunity to open new locations and remodel existing units with the new design.