Popeye's 2005 Annual Report Download - page 6

Popeyes is legendary for its flavor. Over the years, the flavor of our chicken—
and the just plain great taste of our other menu items—has made flavor a
major differentiating factor for Popeyes. From the early days of Popeyes,
it was always the look, smell, and tastes that came to define what New
Orleans-style cooking at Popeyes was all about. And that hasn’t
changed much today. We have been and always will be known for
the great taste of our food and the uniqueness of our menu.
Today, we are focused on expanding that unique flavor profile to
new menu items. As we develop new products, flavor will
continue to be the biggest part of the development criteria. This
approach maximizes the choices available to our customers,
giving them more reasons to come to Popeyes throughout the
day—be it for a snack occasion, lunch, or dinner. Clearly, the
more we can bring in customers over the course of the week at
various dayparts, the better our transactions and sales.
Popeyes has always held a leadership position within the industry
for strong flavor profiles and innovation. We intend to maintain
that leadership by doing more than simply adding new items to
the menu. Instead, we will rotate new items onto the menu—in
some cases as permanent additions, but more often than not as
limited time offers. We will also revisit old favorites from time to
time, all in an effort to highlight our flavor profile and provide
consumers with new reasons to visit our restaurants.
For example, in 2005 we introduced a number of successful new
products, including Popeyes Naked Chicken Strips™, Big
Flava™ Chicken Deluxe Sandwiches, Southwest Shrimp, and
Buffalo Nuggets. Popeyes Naked Chicken Strips and Big Flava
Chicken Deluxe Sandwiches arenow permanent menu items,
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Maximizing Choices