What QSR proof really looks like (less “we love chicken,” more numbers)

What QSR proof really looks like (less “we love chicken,” more numbers)

Every agency says they “get QSR.” Fewer can point to the kinds of numbers that matter to operators and franchisees: sales growth, traffic, at‑home orders, and value that doesn’t wreck the brand.

Our work with Popeyes has become a bit of a litmus test for what real QSR proof looks like.

Across launches, value platforms, and new occasions, we’ve helped Popeyes:

• Launch the Popeyes Chicken Sandwich, driving 20%+ sales growth during the launch period
• Create “Wing Night In”, increasing at‑home orders by 18%
• Design the “Go Three For Free” value platform, growing restaurant traffic by 15%

Here’s what those results actually represent—and why they matter for QSR brands.

Turning a chicken sandwich into 20%+ sales growth

The chicken sandwich wars are one of the fiercest battlegrounds in QSR. When Popeyes briefed us on their new sandwich, the challenge wasn’t just awareness. It was creating a moment big enough to move the entire business.

We built a platform that:

• Gave the sandwich a distinctive, ownable role in culture
• Connected brand, product, and performance work across channels
• Turned launch buzz into real demand in‑restaurant

The result: sales growth above 20% during the launch period and a product that reshaped the category conversation.

Creating a new at‑home occasion with Wing Night In

QSR growth increasingly happens off‑premise. For Popeyes, that meant finding ways to be as relevant on the couch as at the counter.

With “Wing Night In”, we set out to make Popeyes the natural choice for staying in:

• A clear, ownable at‑home / game‑night platform
• Work that lived seamlessly across TV, social, and delivery partners
• Offers and bundles that made sense for sharing at home

By treating “staying in” as a proper QSR occasion, not an afterthought, we helped Popeyes increase at‑home orders by 18%.

Driving 15% more traffic with a simple value story

Value is a fact of life in QSR—but done badly, it can quietly dilute the brand.

With “Go Three For Free”, we focused on value that was:

• Instantly understandable at counter and drive‑thru
• Easy for crew to explain and execute
• Memorable enough to travel in conversation and social

The mechanic was simple by design—and it worked. During the promotion, traffic increased by 15%, giving Popeyes a value story that drove visits without undermining what the brand stands for.

What ties all of this together

These results come from more than just individual campaigns. They reflect how we think about QSR as a whole:

• Start with the operation. Kitchens, queues, crew, and franchisees are as important as the line in the script.
• Design for occasions. Lunch rush, game night, late‑night, family treat—each needs its own idea, bundle, and story.
• Make value unmistakable. If a guest can’t understand it in a glance at the menu board, it’s too complicated.
• Measure what matters. Sales growth, traffic, and order mix are the real creative awards in this category.

That’s the lens we bring to every QSR brief—whether it’s a new product, a value platform, or a push into delivery and at‑home occasions.