Popeye's 2008 Annual Report Download - page 6

4 AFC ENTERPRISES, INC.
Telling the world
In concert with our new menu items, we made a bold shift
to national cable advertising to drive traffic to Popeyes
restaurants. National cable delivers more than twice the
media weight as local market television, helping us to expand
our media reach and build both awareness and trial of our
new products across the country.
Additionally, we consolidated seven regional advertising
agencies to one national agency, and we created our food-
focused Louisiana Fast campaign.
The new brand graphics you see on our packaging and
restaurant point-of-purchase materials reflect our fresh and
contemporary look for today’s fast food consumer.
Our people are distinctive, too
John Brodersen was named Popeyes “Developer of the
Year” in 2008 for his innovative approach to growing his
franchise in unexpected ways. He does his homework,
crunches the numbers, and has an uncanny knack for
recognizing potential in people and in business opportunities.
John enjoys the challenge of running restaurants in densely
populated urban areas. He has a talented and experienced
team of restaurant operators. He opened his first location in
Milwaukee, Wisconsin, in 1989, and has since moved into
Detroit, Michigan, and most recently, Puerto Rico. Since
buying the franchising rights in Puerto Rico in 2005,
John has already opened seven high-volume restaurants.
As John sees it, there’s a perfect fit between his passion for
high-volume urban markets and the guests’ love of
Popeyes chicken. “A match made in heaven,” he says.
Cristina Ramirez is a Popeyes 2008 Gold Plate winner, as
general manager for a top-performing franchise restaurant in
Dallas, Texas. She set her sights on the target of winning the
award a year ago and never lost focus. As someone who has
worked her way up—from prep to cooking, packaging, and
then management—she has an intimate understanding of
the vital role played by each of her team members. The key,
she says, is treating customers as she likes to be treated.
“I focus on service and food quality. These are the most
important things to worry about—and to get people to come
back. We want them to leave happy, so that they’re happy to
come back.”