Leveraging each of the 5P’s of food marketing, Popeye’s Louisiana Kitchen continued to garner market share within the grocerant niche and QSR chicken sector. Popeye’s understanding the consumer desire to buy bundled meal components, and then packaging them as LTO’s has been the formula for growth including 2012 same store sales growth of 6.9%.
Once again in 2012 Popeye’s offered its LTO Cajun Turkey Meal that meal was comprised of prepared meal components that you mix and matched then assembled with you’re cooking into a customized home served meal provided an on-going continuum of consumer focused meal component offerings.
Popeye’s four years of domestic same store sales increases can be attributed to its long standing leveraging of the 5P’s of food marketing and meal component LTO’s including new products Garlic and Pepper Wicked Chicken, Rippin Chicken and Zatarain’s Butterfly Shrimp.
Fresh flavors are considered “better for you” buy consumers and Popeye’s CEO Cheryl Batchelder understands and has leveraged differentiation with fresh flavored LTO’s and mix and match meal components has contributed greatly her company’s success garnering market share from competitors within the quick-service chicken sector they have grown from 14.8% in 2008 to 19.2% in 2012.
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