Popeye's 2011 Annual Report Download - page 4

Build a Distinctive Brand
There is a special ingredient in every memorable recipe
for which there is no substitute. For Popeyes, that special
ingredient is our Louisiana heritage. It infuses everything
about the brand – from our bold, fl avorful food to the festivals
and zest for life that is ever present in Louisiana. This heritage
has become the lens through which every innovation and
initiative is evaluated and measured.
Annie, our beloved spokesperson, adds spice and authenticity
to the brand in national advertising and marketing materials.
Her persona demands attention, and she clearly resonates
with our guests. Powered by national advertising, our
commercials are drawing guests into Popeyes restaurants
and distinguishing us from the competition.
Our guests come to our restaurants for the bold fl avor of
our core menu, and they are just as delighted with our new
product innovation. Wicked Chicken, introduced in 2010,
was the most successful product launch in Company history.
Last year, it won the 2011 MenuMasters Award for Best
Limited Time Offer. Rip’n Chick’n, introduced in 2011, was
our most successful local Limited Time Offer. Dip’n Chick’n,
also introduced in 2011, was our most successful boneless
promotion. Our 2pc/9pc Bonafi de® chicken offer was our most
successful value promotion. With each promotion, we are
raising the bar, drawing on innovation in the kitchen and in our
marketing strategy to deliver solid results.
In 2011, we expanded our menu to include Louisiana
Leaux™ and a Get Up & Geaux!™ Kids Meal. By adding
Naked Chicken Tenders, green beans, and apple sauce to
our menu, we gave our guests reduced calorie/fat/sodium
alternatives. We celebrated the launch of these menu
additions with a dancing-in-the-streets celebration held in
the New Orleans French Quarter.
After 40 years, we’re still cooking in our Louisiana kitchen
– and throughout 2012 we’ll be rolling out a new look to
Popeyes Louisiana Kitchen restaurants. This fresh image
communicates both Louisiana and premium-quality food
while adding a relevant and contemporary appearance.
Taken together, our heritage, our food, our marketing, and
our new restaurant image make Popeyes a distinct brand
with plenty of growth opportunity.
“ I attribute our momentum in the market to the combination of local
and national media, with a local store marketing twist of an everyday
value proposition for my customers. I believe that media and new
product news help in driving people into my stores, but it’s the great
service, operations, and value that keep bringing them back.”
— David Ho
Owns and operates nine Popeyes restaurants in the Washington, D.C. market
Global Same-store
Sales Growth
0.7%
2009 2010 2011
2.6%
3.1%
2AFC ENTERPRISES, INC.