Papa Murphy’s ads do little to lift sales

May 10, 2017

Papa Murphy’s Holdings Inc.’s first national ad campaign was a bust.

Same-store sales at the Vancouver, Wash.-based take-and-bake pizza chain fell 5 percent in the first quarter ended April 3, the company said Wednesday, the sixth straight quarterly decline.

While the decline was narrower than in the fourth quarter, when same-store sales fell 7.8 percent, it still was a disappointment since the ads were aimed at helping to reverse the sales slide.

“We thought it would be successful,” interim CEO Jean Birch told Nation’s Restaurant News Wednesday. “We never would have done it if we didn’t. But they didn’t produce