Popeye's 2009 Annual Report Download - page 5

2009 ANNUAL REPORT 32009 ANNUAL REPORT 3
Pillars of Proof
There’s something magical about Popeyes: the food.
Ask our fans and they will tell you our Louisiana-
inspired meals at competitive prices make them want
to return to our restaurants time and time again.
We call our strategic plan our Road Map for Results. It
guides us in decision-making so we can deliver more
consistent growth and profitability to our restaurant
owners—and sound returns to our shareholders.
Build the Brand
Food so good, you can’t wait
to eat
We’re making the Popeyes brand more distinctive and
relevant for our guests while staying true to our authentic
Louisiana culinary roots. It starts with our core menu, our
famous Bonafide® bone-in chicken, and popular on-the-go
items like our Louisiana Travelers Tenders and Nuggets.
Then add a dash of our popular Gulf-inspired seafood and
a sprinkle of local market promotions to see how we deliver
variety and value for every meal occasion.
We gained great momentum from our promotions last year.
Among our most popular was the spring Butterfly Shrimp
Tackle Box at $4.99. That was followed in April by a wild
and wonderful customer appreciation day, called Popeyes
Pay Day, where guests could purchase our famous Bonafide®
8-piece box for just $4.99. Traffic jams and positive sales
and profits followed.
We took a bold step to increase our advertising impact,
investing in national media—a decision that made us a truly
national brand for the first time in our history. In our “Louisiana
Fast” advertising campaign, we introduced our spokesperson
and new ambassador for our brand, Annie. With her warm,
engaging manner, Annie is capturing the hearts of our guests
and bringing them to our
restaurants for a distinctive
meal. We’ve given her a
great platform with our
national media schedule,
which has proven to be
both efficient and effective.
Our new approach to
advertising and media
helped us grow our
share of the chicken
quick-service restaurant
segment to the highest
levels in 10 years.
Run Great Restaurants
Service so good, guests can’t wait to
come back
The way to improve restaurant operations is the same as
improving recipes: by measuring the ingredients. Across
the domestic Popeyes system, our restaurants have two
measurements on the wall: their latest Guest Experience
Monitor (GEM) scores and Metric Moving Scorecard.
Our GEM program encourages guests to rate each restaurant
experience by participating in an interactive survey. The
GEM scores provide restaurant operators and crews a way
to gauge—and improve—their performance in multiple
areas. Specifically, there are four key areas of importance to
guests: how delighted they are with the overall experience,
friendliness of the crew, speed of service, and order
accuracy. In fact, the Metric Moving Scorecard includes these
four attributes from GEM as well as operational assessments,
certified managers, sales, and restaurant profitability. This
scorecard also allows restaurant operators to benchmark
their performance on a market, regional, and national basis.
With the visibility of these important measures in every
restaurant, our restaurant general managers have
swiftly taken ownership of
the guests’ experience.
As a result, our guests
are more delighted than
ever with their visits to
Popeyes. And with our
emphasis on improving
speed of service,
especially at the drive-
thru, we’re serving meals
faster and seeing steadily
improving scores.
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Franchisees of the Los Angeles
Advertising Co-op
2010 Build the Brand Award