Popeye's 2007 Annual Report Download - page 6

4 AFC ENTERPRISES, INC.
Popeyes is a preferred brand with a unique Southern
Louisiana heritage, differentiated market position, and
superior menu offering.
Or, as we simply say, “bonafide.”
At more than 1,900 Popeyes restaurants worldwide,
our flavorful quality food, freshly prepared, hand-
battered and marinated for hours in the special
Louisiana seasonings drive guests to return again
and again.
For these reasons and more, Popeyes remains a leader
among chicken Quick Service Restaurants (QSRs).
Despite these successes, we still have further to go.
From our point of view, we have not maximized the
advantages of the Popeyes brand and food platform
to sustain traffic to our restaurants. That needs to
change, and will change now. In addition to our
outstanding bone-in fried chicken and sides, we must
give our guests more choices by meeting their needs
Building a distinct and
relevant brand
for portable, snacking foods; quick lunch options;
lighter choices; and of course, everyday value.
That’s what bonafide food is all about. And that’s what
we’ll deliver.
The power of Popeyes
Popeyes stands for BETTER food than other chicken
QSRs. In national syndicated research conducted
among QSR customers in 2007, taste and quality rank
as the top two drivers of guest satisfaction in QSR
chicken. The same study shows QSR consumers
consider Popeyes significantly superior to the leading
chicken QSR chains on both dimensions: taste and
quality. In addition, our own focus groups held across
the country reveal that guests feel our food superiority
comes from the distinctive ingredients, flavors and
cooking methods of the Louisiana Gulf Region. In
fact, customers said that if they move away from a
Popeyes restaurant, they would take road trips back
to get our distinctive food. Now that’s an advantage.