Popeye's 2006 Annual Report Download - page 7

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The power of our brand
What’s the driving force behind AFC’s strengthening
pace in 2006? More than anything, it’s the singular
power of the Popeyes® brand. We own one of the
most highly differentiated brands in the Quick Service
Restaurant (QSR) industry. And we continue to add
value to the Popeyes brand by focusing our resources
and energy on new and better ways to connect with our
customers. In 2006, that included opening 142 new
restaurants worldwide.
It’s all about the food
Whether it’s our world famous chicken, seafood or
jambalaya, we deliver something no one else in the QSR
industry does — the special taste of New Orleans. The
food turns first-time customers into loyal, repeat guests.
The food fuels system-wide sales, which increased 7.0
percent versus fiscal 2005. And the food unites us with
approximately 350 Popeyes franchisees worldwide.
Putting business on the fast track
We’re developing new ways to increase performance at
Popeyes — from improving speed of service to helping
operators increase the profitability of their restaurants.
We’ve enhanced unit economics, strengthening the
domestic and international franchisee business model by
developing more efficient kitchen, food preparation and
food delivery processes. We’re addressing and improving
food costs by streamlining and centralizing our supply
chain. And we’re aggressively pursuing promising, new
top-line marketing opportunities, such as text messaging
and national cable advertising. Our overall efforts are
already beginning to pay off. We experienced 1.6 percent
same-store sales growth in 2006.
A little something extra
At Popeyes, our brand personality is rooted in the
lively Cajun culture of Louisiana. Part of that heritage
is “Lagniappe” (pronounced LAN-yap), a word that
means “a little something extra,” which is what we deliver
with every meal we serve. It is so important that every
Popeyes employee takes the Lagniappe Pledge, which
promises something extra in every guest experience: hot,
fresh, flavorful food on every visit; a clean, comfortable,
welcoming environment; and a promise to serve guests
quickly, accurately and with a smile.
2006 ANNUAL REPORT 5