Way back in early 2008, https://www.storeholidayhours.org/popeyes-louisiana-kitchen-menu-prices/ languished in quick-service mediocrity. A new management team led by Cheryl Bachelder, a one-time president of rival KFC, was charged to steady the 1,900-unit company, but a litany of external and internal pressures complicated the task.
Same-store sales, average unit volume (AUV), and transaction counts had suffered many years of declines, and those downward trends placed the company at odds with its franchisees, many of whom considered the Atlanta-based company mismanaged and self-serving. As though 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 in to a global enterprise of some 800 units, died at age of 64. Though Copeland had not directed the company for more than 20 years, his death seemed a symbolic public blow to a brand clamoring permanently news-any good news. “The brand hadn’t been managed well,” says Di.ck Lynch, certainly one of Bachelder’s early management hires and also the company’s chief brand officer, “and we necessary to get back in line.”
And that’s precisely what Popeyes did. During the last eight years, the chain has become a reinvigorated, lively force within the quick-service game, shifting its results, public perception, along with its future prospects.
In 2015, Popeyes added nearly $700 million in systemwide sales for your year-leapfrogging Papa John’s to get into 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 those inside the U.S.-and crossing 2,500 total units, an army of restaurants scattered across the U.S. and more than two dozen other nations worldwide.
In 1972, Copeland opened Chicken on the Run in Arabi, Louisiana, a New Orleans suburb on the eastern side of the Mississippi River. Within months of opening, lackluster sales prompted Copeland-a 1-time local doughnut magnate unafraid of bold ideas-to modify course. He altered his eatery’s menu from traditional Southern-fried chicken to spicy, New Orleans-style chicken and in addition installed the Popeyes moniker, a nod to Jimmy “Popeye” Doyle, the detective character in The French Connection portrayed by Gene Hackman.
Through the mid-1980s, Popeyes was a growing phenomenon. The chain boasted greater than 500 units, including restaurants away from Usa, and had get to be 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 buying of rival Church’s Fried Chicken soured. The organization reorganized as AFC (America’s Favorite Chicken) Enterprises shortly thereafter.
Through the entire 1990s and to the twenty-first century, Popeyes Catering menu prices struggled to locate 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 business 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 company in 2007. “Franchisees looked at us with lots of suspicion, so we needed to break through that noise and unite.”
Bachelder and her leadership team responded by introducing a Strategic Roadmap made to fuel results, unify the company, re-establish trust with franchisees, and propel the brand’s floundering marketplace standing.
There was clearly the launch of the latest products, including snack items and lighter choices to the core bone-in chicken offering; a store remodeling project; new menuboards; along with a new advertising agency. The multi-million-dollar efforts were created to drive traffic and prevent consistent same-store sales declines.
“We weren’t a national advertiser in 2008, and were only in about 30 percent in the U.S.,” Lynch says, calling the company’s advertising spend “completely inefficient.”
Soon after, Annie, a fictional character played by actress Deidrie Henry, took over as the brand’s new spokeswoman, a job created to share blunt discuss Popeyes’ authentic and tasty food. There npdcjl additionally a revised name, as Popeyes dropped its “Chicken & Biscuits” tag in support of “Louisiana Kitchen,” an attempt to celebrate the brand’s heritage of Louisiana-inspired home cooking.
“We desired to tell the brand’s story and provide https://allfoodmenuprices.org/popeyes-menu-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.