Popeye's 2007 Annual Report Download - page 4

2 AFC ENTERPRISES, INC.
Popeyes is positioned to compete in the
“sweet spot” of the quick service industry,
a $150 billion category with a three year
compound annual growth rate of approximately
5 percent. Chicken remains America’s favorite
protein and you might be surprised to note
that the growth in chicken consumption is led
by golden, crispy chicken, served in bites,
nuggets, sandwiches, wraps and more.
Successful restaurants are about great food.
And the taste and quality of our Popeyes
chicken is legendary. Our signature fried
chicken is freshly prepared, marinated 12
hours in Louisiana seasonings, and then
hand-battered and cooked to a golden
brown. Our unique and flavorful sides, like
red beans and rice, further set us apart from
the competition.
For over 35 years Popeyes’ distinctive and
consistent high-quality food is a direct result
of the investments of our operators who have
built restaurants, hired fine teams to run and
support them, and kept those restaurants clean
and up-to-date. Today approximately
85 percent of our restaurants have been
updated to the bright and colorful, New
Orleans-inspired building and dining room
designs. As further evidence of confidence in
our future, our franchise operators have built
380 new Popeyes restaurants in the last three
years. We are deeply grateful for this special
relationship with our restaurant operators.
Looking forward, we are working to strengthen
Popeyes menu offerings to include more
portable, convenient food choices with the
everyday values our customers can afford.
Popeyes is upgrading every element of
our marketing and media plans to better
communicate our food advantage over the
competition. Building and protecting our great
brand is our highest priority.
We are also working closely with our franchise
owners to delight our guests every time
they come to Popeyes by running great
restaurants. We are currently putting in place
new operations systems and tools to help
our restaurant managers consistently meet
the guests’ expectations for hot, delicious
food served promptly, accurately and with
the hospitality of your own home. By year-
end every Popeyes restaurant will have an
independent guest survey in place to give us
monthly feedback from our guests.
“ We have developed a
focused plan to claim
what I believe is our
rightful position as the
‘better’ chicken quick
service restaurant—a
cut above the rest.”