Popeye's 2010 Annual Report Download - page 3

AFC ENTERPRISES, INC.
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Build the Brand
Food so good, you can’t wait to eat
Popeyes is building and reinforcing its brand in guests’ eyes by
offering distinct Louisiana fl avors in value-oriented ways. From
new menu items and limited-time offers to combo meals and
value promotions, we’re enticing guests to visit our restaurants
– and to come back more often. One key ingredient in bringing
more people through our doors is Annie, our feisty and beloved
spokesperson, who appears in our national advertising and
marketing materials.
Clearly, the Popeyes brand is resonating with the public. In
2010, we won a national independent taste test against a major
competitor, with our Spicy and Mild Bonafi de® bone-in fried
chicken beating KFC® Original Recipe® bone-in fried chicken. We
celebrated by taking over New York’s Times Square and turning
the streets into a sea of Popeyes orange, sharing our joy in
victory with fans amid much music and dancing.
Our classic meals are proven winners, and we continue to
innovate in the kitchen. In 2010, we introduced Popeyes
Wicked Chicken. Our Second Annual Crawfi sh Festival
celebrated real comfort food with Cajun- and Creole-inspired
menu items. The perfect complement to Popeyes fl avorful food
is a distinctive beverage selection, and in 2010 we bolstered
our beverage strategy. We introduced an authentic new drink
in May – Popeyes Cane Sweeeet Iced Tea – with promotional
tie-ins and free samples. In December, we announced multi-year
agreements with both The Coca-Cola Company and Dr Pepper
Snapple Group to further develop fl avorful fountain offerings.
Throughout the Popeyes system, we hear story after story from
our franchisees about how they’re building the brand locally
and reinforcing brand loyalty through community involvement.
Our franchisees have assisted schools with fundraising efforts
and provided incentives (usually food or coupons) for such
things as reading programs. Others have teamed up with
nearby businesses for special events, driving more traffi c to
all the sponsors.
As one of our multi-unit owners in Virginia says, “We serve
our guests all year long; they are our community. If we hadn’t
built a bridge, solid and strong, our restaurant wouldn’t be what
it is today.”
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Performance: Our Road Map for Results
The heart and soul of Popeyes is the quality of our flavorful Louisiana food. To
reach more mouths, and to help our franchisees grow their businesses, we remain
intensely focused on the Strategic Road Map for Results we rolled out in 2008.
Its four pillars guide our decision making and keep us focused on the right things
as we strive to deliver consistent growth and profitability to all our stakeholders. ©2011,TheNASDAQOMXGroup,Inc.