Playground →
Kevin Millar at 0.87 is the strongest pull in Papa Murphy's top 10 — and the neighbor set splits into two distinct audience neighborhoods that have little obvious connection to each other.
The first cluster is dense with sports figures and hockey infrastructure. Four athletes — Kevin Millar (0.87), Jon Lester (0.84), Rob Gronkowski (0.83), and Tom Brady (0.79) — anchor the top of the list, joined by the NHL (0.81), NHL Network (0.79), and BAUER Hockey (0.79). The athlete subcategory alone accounts for five of the top ten neighbors; the remaining sports-adjacent entries push the cluster further. This is a coherent audience neighborhood: hockey and New England sports fandom, with baseball threading through the athlete names. The second, quieter peak is Jo-Ann Fabric and Craft Stores at 0.80 — a Hobbies Gifts and Crafts retailer sitting between the sports bloc and the rest of the list. Its score is higher than Tom Brady's, making it a genuine second signal rather than a stray outlier. Culver's (0.79) is the only other QSR in the top 10, suggesting Papa Murphy's own category is not the primary driver of its audience shape.
The two-peak structure points to an audience that bridges a sports-and-hockey-media world with a craft-and-hobby retail world — two clusters that don't share an obvious thematic center but converge on the same audience composition.
