Take-and-bake pizza chain Papa Murphy's has created a new store prototype that incorporates digital menu boards, a grab-and-go section and an emphasis on fresh ingredients in a push to redefine the category. "We wanted to distance ourselves from frozen take-and-bake that you find in grocery freezer aisles. Many of the frozen grocery brands have really upgraded their offerings in the past few years, and I think consumers were starting to get confused about the take-and-bake positioning," said Tre Musco, president and chief creative officer at design firm Tesser.

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