In early 2008, popeyes chicken menu prices languished in quick-service mediocrity. A whole new management team led by Cheryl Bachelder, a 1-time president of rival KFC, was charged to steady the 1,900-unit company, but a litany of external and internal pressures complicated the work.
Same-store sales, average unit volume (AUV), and transaction counts had suffered years of declines, and those downward trends placed the organization at odds using its franchisees, many of whom considered the Atlanta-based company mismanaged and self-serving. Just as if that wasn’t enough, the Great Recession struck, spurring a precipitous drop in consumer confidence that further challenged gains.
Then, in March 2008, Popeyes founder Al Copeland, who had built the fried chicken-peddling chain from a single unit into a global enterprise of some 800 units, died at the age of 64. Though Copeland had not directed the brand for more than fifteen years, his death seemed a symbolic public blow to some brand clamoring once and for all news-anything good news. “The brand hadn’t been managed well,” says Di.ck Lynch, among Bachelder’s early management hires and also the company’s chief brand officer, “and we necessary to get back in line.”
And that’s exactly what Popeyes did. In the last eight years, the chain has developed into a reinvigorated, lively force within the quick-service game, shifting its results, public perception, as well as its future prospects.
In 2015, Popeyes added nearly $700 million in systemwide sales for your year-leapfrogging Papa John’s to get in the very best 20 in the QSR 50-and captured same-store sales gains of 5.7 percent at its domestic units, the seventh consecutive year of positive comp sales. The enterprise also reached two new development milestones: opening an archive 219 restaurants in 2016-125 of them within the Usa-and crossing 2,500 total units, an army of restaurants scattered across the Usa and over two dozen other nations around the globe.
In 1972, Copeland opened Chicken on the Run in Arabi, Louisiana, a New Orleans suburb on the eastern fringe of the Mississippi River. Within months of opening, lackluster sales prompted Copeland-a one-time local doughnut magnate unafraid of bold ideas-to change course. He altered his eatery’s menu from traditional Southern-fried chicken to spicy, New Orleans-style chicken and also installed the Popeyes moniker, a nod to Jimmy “Popeye” Doyle, the detective character within the French Connection portrayed by Gene Hackman.
Through the mid-1980s, Popeyes had been a growing phenomenon. The chain boasted more than 500 units, including restaurants outside of the U.S., along with end up being the third-largest quick-service chicken chain.
But Copeland’s ambitious appetite proved too mighty. In 1991, his company was forced into bankruptcy after his 1989 purchase of rival Church’s Fried Chicken soured. The company reorganized as AFC (America’s Favorite Chicken) Enterprises shortly thereafter.
Through the entire 1990s and to the modern day, https://www.storeholidayhours.org/popeyes-catering-menu-prices/ struggled to discover solid footing. It acquired and after that sold brands like Seattle’s Best Coffee and Cinnabon. It lacked direction and purpose amid a revolving door of CEOs, in addition to persistent sales, profit, and store-traffic declines. Franchisees became increasingly frustrated.
When Bachelder was appointed CEO in 2007, the organization was drowning in a surging wave of missteps. “It was the land of silos,” says Amy Alarcon, Popeyes’ v . p . of culinary innovation, who joined the organization in 2007. “Franchisees looked at us with plenty of suspicion, and that we had to break through that noise and unite.”
Bachelder and her leadership team responded by introducing a Strategic Roadmap designed to fuel results, unify the company, re-establish trust with franchisees, and propel the brand’s floundering marketplace standing.
There was the launch of new products, including snack items and lighter options to the core bone-in chicken offering; a shop remodeling project; new menuboards; along with a new advertising agency. The multi-million-dollar efforts were made to drive traffic and stop consistent same-store sales declines.
“We weren’t a national advertiser in 2008, and were only in about 30 percent of the U.S.,” Lynch says, calling the company’s advertising spend “completely inefficient.”
Right after, Annie, a fictional character played by actress Deidrie Henry, became the brand’s new spokeswoman, a position designed to share blunt discuss Popeyes’ authentic and tasty food. There npdcjl additionally a revised name, as Popeyes dropped its “Chicken & Biscuits” tag in favour of “Louisiana Kitchen,” an effort to celebrate the brand’s heritage of Louisiana-inspired home cooking.
“We wanted to tell the brand’s story and give Popeyes prices brand relevance … and this started with bringing the company to its Louisiana roots and rendering it authentic. We believed we couldn’t tell our brand story without having a new brand identity,” says Lynch, who developed brand strategy and innovation plans for concepts like Burger King, Ruby Tuesday, and Buffalo Wild Wings before his arrival at Popeyes in 2008.