Popeye's 2005 Annual Report Download - page 9

Maximizing choices for franchisees
Just as we pride ourselves on maximizing choices for
customers, we do the same thing for our franchisees. We
call it a “menu of venues,” and it simply means that we help
franchisees capitalize on opportunities in a variety of markets
by enabling them to develop different types of restaurants
for different locations.
In addition to the traditional standalone Popeyes restaurant,
operators can open smaller walk-up locations, which are
ideal for urban settings where space is tight, or they can
develop a drive-through only location or add a drive-through
to an existing standalone unit. Other restaurant options
include an in-line format for a strip mall and institutional
versions of Popeyes for locations such as hospitals,
malls, and food courts.
Popeyes “menu of venues” is key to ensuring
continued growth of the system and penetra-
tion of the brand domestically and
internationally. For fran-
chisees to continue to
develop and grow, we
must provide options
so that they can build
the right building type in
the right location at the
right cost.
Maximizing development
maximizes profits
It’s a simple equation: reducing
development costs maximizes
the bottom line. Good market
planning—choosing the best sites—
maximizes the top line.
So the emphasis in development at Popeyes is maximizing
new location opportunities, maximizing franchisee invest-
ment opportunities, and maximizing convenience to the
customer by being where they already live, work, and
play. That kind of convenience means customers will
probably come more often.
It’s all designed to make Popeyes attractive to consumers
by making Popeyes attractive to franchisees.
In December 2005, a Popeyes franchisee opened
a new location in Des Moines, Iowa. Even he was
stunned by the response. According to the Des
Moines Register, “From joining the end of the line
to leaving with your bag of chicken took three
hours. The line for the dining room was 21/2hours.”
Now that’s a hot QSR concept.
A three-hour wait for chicken?
Sure, if it’s Popeyes chicken.
g Development