Monday, September 16, 2019

Popeyes has Food Marketing Magic

Success comes and goes and when a brand is ‘hot’ it can stay ‘hot’ for quite a while if the marketing team is tuned-in, plugged-in, and focused on consumer relevance according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Popeyes, ‘Bring your own bun’ messaging is on target, on time, and filled with consumer relevance as the undercurrent of ‘buzz’ around its sold-out chicken sandwich is still top of mind for trendy foodies according to Johnson.
The most relevant foodservice trend the past 10 years has been consumers increased demand for Hand Held Food for Immediate Consumption according to Johnson. With 82.3% of all restaurant meals purchased in the US coming from fast food restaurants as regular readers of this blog know.
Popeyes understands hand held food, yet avoided the chicken sandwich for years.  Let’s face it they were slow to evolve. While consumers like their chicken they love sandwiches.  Even more, Popeyes did a great job with flavor, texture, and taste prior to rolling the sandwich out.  Consumers voted with their pocket books and even while it’s sold out, it remains a buzz worthy for foodies.  
Popeyes new marketing campaign designed to buy time until the new sandwich returns are directing guests to (BYOB) bring in their own bun and make a sandwich. Guests are invited to order a three-piece tender and make the infamous sandwich on their own, without the original fixins. Now as regular readers understand this new ad is consumer focused, interactive, and participatory. That’s why it will keep the buzz alive according to Johnson.
Note: Popeyes traffic was up 218% over their previous July numbers according to’s data analysis. Traffic continued to rise after the sandwich was sold out on August 27th with the last few days of the month continuing an upward trajectory. Given that our Grocerant Guru® wants to give a shout out to the team at Popeyes for doing a fantastic job.
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

1 comment:

  1. A great and real guru, where nobody can even come close to you.