By [Your Name/Journalist Name]
Published: October 9, 2026
In a strategic move designed to maximize real estate efficiency and capture a broader share of consumer "dayparts," Papa Murphy’s International has announced a pilot program to co-brand its take-and-bake pizza locations with Pinkberry, the pioneer of the tart frozen yogurt movement. The initiative, spearheaded by parent company MTY Food Group, involves the launch of three inaugural dual-branded restaurants across the Western United States.
This partnership represents more than just a menu expansion; it is a calculated effort to stabilize a franchise system that has faced significant headwinds over the last 24 months. By pairing the savory, dinner-focused appeal of Papa Murphy’s with the premium, dessert-oriented draw of Pinkberry, MTY Group aims to create a "complete meal" destination that appeals to modern, convenience-seeking families.
Main Facts: A Dual-Brand Pilot for the Modern Market
The core of the announcement centers on the opening of three distinct locations within the next year. These stores will operate under a shared roof, allowing customers to pick up a fresh, ready-to-bake pizza for dinner and a chilled frozen yogurt for dessert in a single transaction.
According to MTY Food Group, the strategy is built on three primary objectives:
- Revenue Stream Diversification: Providing franchisees with a secondary product line that does not cannibalize existing pizza sales.
- Daypart Expansion: Papa Murphy’s traditionally sees a massive spike in traffic during the 4:00 PM to 7:00 PM window. Pinkberry’s peak hours—often mid-afternoon and late evening—help level out the labor and utility costs over a full business day.
- Seasonal Hedging: Pizza sales often peak in colder months and during major sporting events, whereas frozen yogurt demand surges during the summer, creating a more balanced year-round cash flow for operators.
The three pilot locations are strategically spread across Oregon, New Mexico, and Utah, providing MTY with diverse demographic data to evaluate the concept’s long-term viability.
Chronology: From Acquisition to Optimization
To understand the necessity of this co-branding pivot, one must look at the trajectory of Papa Murphy’s since its acquisition by MTY Food Group in 2019.
- 2019–2021: The Acquisition and Pandemic Boom. When MTY acquired Papa Murphy’s for approximately $190 million, the take-and-bake model was viewed as a stable, low-overhead alternative to traditional delivery giants like Domino’s. During the early years of the COVID-19 pandemic, Papa Murphy’s thrived as consumers sought "at-home" dining experiences that felt fresher than standard delivery.
- 2022–2023: Market Correction and Contraction. As the world reopened, the take-and-bake model faced stiff competition from the return of dine-in restaurants and the aggressive expansion of third-party delivery services. The brand began to see a contraction in its footprint.
- 2024: A Year of Rationalization. By the end of 2024, Papa Murphy’s store count had dipped from 1,168 units in 2023 to 1,014. This period was marked by the closure of underperforming units as the company sought to "trim the fat" and focus on high-performing franchise clusters.
- July 2026: Corporate Consolidation. Earlier this year, MTY Group announced it would close up to 50 underperforming corporate-owned Papa Murphy’s locations. This move was described by analysts as a necessary step to protect the brand’s overall EBITDA and prepare for a new era of "efficient" franchising.
- October 7, 2026: The Co-Branding Announcement. Papa Murphy’s officially unveils the Pinkberry partnership, signaling a shift from defensive closures to offensive growth strategies.
Supporting Data: The Economics of the Shrinking Footprint
The decision to co-brand is backed by sobering data regarding the traditional standalone pizza model. According to recent franchise disclosure documents, the decline from 1,168 to 1,014 units represents a roughly 13% reduction in the total system size in just one year.
However, MTY Group’s other divisions, specifically Kahala Brands, have provided a roadmap for success. Kahala has successfully integrated co-branded models across its portfolio, including:
- Wetzel’s Pretzels and Cold Stone Creamery: These units have reported higher average unit volumes (AUV) than many of their standalone counterparts due to shared labor costs.
- Planet Smoothie and Cold Stone Creamery: This pairing has successfully captured both the "health-conscious morning" and "indulgent evening" demographics.
- Sweet Frog and Planet Smoothie: This combination has allowed franchisees to utilize the same fruit-prep infrastructure for two different product lines.
By applying this "Kahala Playbook" to Papa Murphy’s, MTY Group is attempting to lower the "break-even" point for franchisees. In a standalone Papa Murphy’s, the labor required to prep dough and vegetables is often underutilized during the lunch hour. By adding Pinkberry, that same labor force can manage a low-intensity frozen yogurt service, significantly improving the labor-to-sales ratio.
Official Responses: Voices from the C-Suite and the Front Lines
Ray Zandi, the Vice President of U.S. Development at MTY Food Group, has been vocal about the "complementary nature" of the two brands.
"These brands in particular pair well together and also offset each other seasonally," Zandi stated. "The early responses to our co-brand concept reinforce the strength of these brands individually and the even greater potential they have together. 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."
The franchisees selected for the pilot represent a mix of new energy and veteran experience:
- Joshua and Samantha Kimzey (Sunriver, Oregon): These operators are set to open their location in November 2026. Sunriver, a high-traffic resort community, is considered an ideal testing ground for a "one-stop shop" dinner and dessert destination.
- John Perea (Santa Fe, New Mexico): A long-time Papa Murphy’s franchisee, Perea will be retrofitting an existing location to include Pinkberry. This will serve as a test case for how easily the 1,000+ existing stores can be converted.
- Casey Kauer (West Haven, Utah): Operating five existing Papa Murphy’s units, Kauer will open a ground-up co-branded location in the summer of 2027. His involvement suggests that successful multi-unit operators see co-branding as the future of their portfolio growth.
Implications: A New Era for Take-and-Bake
The implications of this move extend far beyond the three pilot cities. If successful, this strategy could fundamentally change the "Take-and-Bake" category, which has long struggled to prove its relevance in a world dominated by DoorDash and Uber Eats.
1. The Real Estate Efficiency Play
Commercial real estate costs have skyrocketed in the post-pandemic era. A standalone Papa Murphy’s requires a specific amount of square footage for walk-in refrigeration and prep. By integrating Pinkberry—which has a relatively small footprint and requires similar refrigeration—the franchisee can generate two revenue streams from the same monthly rent check. This "efficiency-first" model is likely to become the standard for MTY’s future developments.
2. Solving the "Occasion" Problem
Papa Murphy’s has historically been a "planned" purchase. Families decide on Tuesday that they will have pizza on Friday. Pinkberry, conversely, is often an "impulse" purchase. By housing them together, MTY is attempting to turn a planned pizza pickup into an impulsive dessert purchase, thereby increasing the average transaction value (ATV).
3. Digital Synergy and Loyalty
MTY Group has recently invested heavily in an updated rewards program and menu optimization. A co-branded store allows for sophisticated cross-promotional marketing. For example, a customer who buys a "Family Size" pizza could receive a digital coupon for 50% off a Pinkberry yogurt, delivered via push notification the moment they check into the store. This level of digital integration is essential for competing with the tech-heavy "Big Three" pizza chains (Domino’s, Pizza Hut, and Papa Johns).
4. Franchisee Retention
The closure of nearly 150 stores in a single year is a red flag for potential investors. By introducing a co-branding option, MTY is offering a "lifeline" to struggling franchisees. Instead of closing an underperforming pizza shop, an owner might choose to "add a brand" to boost the top line. This could stem the tide of closures and restore confidence in the brand’s longevity.
Conclusion: The Path Forward
The partnership between Papa Murphy’s and Pinkberry is a high-stakes experiment in brand synergy. While the take-and-bake pizza market has matured and faced contraction, the premium dessert market remains resilient. By merging these two worlds, MTY Food Group is betting that the sum of the parts will be greater than the whole.
As the Sunriver, Santa Fe, and West Haven locations open their doors over the coming months, the restaurant industry will be watching closely. If the "Pizza and Froyo" model delivers the promised ROI, it may not be long before the familiar green-and-red Papa Murphy’s signs are permanently joined by the iconic Pinkberry swirl across the national landscape. For now, the focus remains on execution, menu optimization, and proving that in the modern fast-casual economy, two brands are indeed better than one.
