When Alvin C. Copland Sr. opened “Chicken On the Run” forty years ago with poor sales, then rebranded it and named it after Popeye Doyle in the popular movie “The Fresh Connection” Popeye’s would anyone in the food industry think that Popeye’s Louisiana Kitchen as it is known today would have all other chicken brands On the Run.
If success leaves clues Popeye’s continued evolving year after year today it is growing faster with better margins and positive customers counts in both international markets and domestic markets. Nations Restaurant News tracking of recent Same Store Sales reports Popeye’s both domestic and international growth at 5.1 percent.
Foodservice Solutions® Grocerant Guru credits much of Popeye’s success on that continues brand evolution. Specifically the introduction of it’s Whole Deep Fried Turkey Dinner focus for holidays back in 1999 thru 2001. The Better for You Halo of “Holiday”, “Traditions” and Family combined to garner extended brand value.
What Popeye’s is doing seemingly better than i’s competitors is creating integrating new menu products with messaging that is Understandable, Memorable, and Emotionally connected with consumers. The Whole Turkey Holiday promotion is just one example.
Much like that old cheerleader song 2, 4, 6, 8 who do we appreciate. Popeye’s catering 20, 40, 60, 80 family, friends, reunions, and office parties is extending the Halo of the brand once again. Combine that with successful full flavored new menu items like Rip’n Chick’n and Dip’n Chick’n and everyone can understand the continued success.
Popeye’s chicken has carved out a great position within the grocerant niche. Don’t cook tonight, call catering or order your next holiday meal. No cooking, no clean-up, no problem. Popeye’s is
Understandable, Memorable connecting Emotionally with customers.
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