Love that Chicken from Popeyes!
'Love that Chicken from Popeyes' - from a handful to 400 restaurants.
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Earned Media - Family Feud
Case Study: The Meteoric Rise of Popeyes Louisiana Kitchen in Canada
Background
When our collaboration with Popeyes Louisiana Kitchen commenced, they were operating with a modest footprint of 20 stores. Over a span of 15 years, the brand has witnessed an exponential growth trajectory, expanding to nearly 400 stores nationwide. This growth narrative is a testament to the potent blend of spicy creativity and an unyielding focus on driving consumer engagement.
Objective
To foster a robust growth strategy that would not only increase the number of stores but also build a loyal customer base through innovative product launches and strategic partnerships, thereby encouraging Canadians to “love that chicken from Popeyes.”
Strategy
The strategy was grounded in a relentless focus and drive to facilitate more consumers discovering the unique offerings of Popeyes. This involved a multi-faceted approach that encompassed national media, local store marketing and grand openings, digital and social, record-breaking product launches, and forging remarkable partnerships with iconic sports teams including the Toronto Raptors, the Toronto Maple Leafs and the Edomonton Oilers and n.
Execution
- Grand Openings: The launch of new stores was met with unprecedented enthusiasm, generating kilometers-long lineups and creating a buzz that echoed across the nation.
- Product Launch: The introduction of the Popeyes Chicken Sandwich turned out to be a historic event in the QSR industry, setting a new benchmark for product launches.
- Strategic Partnerships: Aligning with the Toronto Raptors and the Toronto Maple Leafs not only elevated the brand’s stature but also fostered a deeper connection with the Canadian audience.
- Marketing Campaigns: Through a series of campaigns characterized by spicy creativity, Popeyes managed to carve a distinct space in the hearts of Canadians, encouraging them to embrace the brand’s offerings.
Results
- Explosive Growth: In 15 years, Popeyes expanded from 20 to nearly 400 stores, a growth propelled by strategic initiatives and a deep understanding of the Canadian market.
- Record-Breaking Sales: The brand witnessed category-leading growth in Average Unit Volumes (AUVs), same-store sales growth, and profitability, showcasing a remarkable upward trajectory in the QSR landscape.
- Unprecedented Product Launch: The Popeyes Chicken Sandwich became a phenomenon, recording the most successful product launch in QSR history.
- Iconic Partnerships: Collaborations with the Toronto Raptors and the Toronto Maple Leafs fostered a deeper connection with the community, enhancing the brand’s visibility and appeal.
Reflections
Popeyes Louisiana Kitchen’s journey in Canada is a remarkable tale of a brand that understood the pulse of the nation and responded with a perfect amalgamation of creativity and determination. Through strategic growth initiatives, innovative product launches, and partnerships that resonate with the Canadian spirit, Popeyes has not just expanded its footprint but has also found a special place in the hearts of Canadians, convincing them to truly “love that chicken from Popeyes.” The brand stands as a beacon of success, showcasing the power of a relentless focus and a drive to innovate, setting new benchmarks in the QSR industry.