Popeye's 2011 Annual Report Download - page 7

14
2009 2010 2011
39
65
“ One of the keys to our successful location in Sparks, NV was
Popeyes highly effective site selection process, modeling tools,
and analytics. We’re taking advantage of location, location,
location. With the tremendous success of my fi rst Popeyes,
I’m now making plans for restaurant number two.”
— Dr. Luther Mack, Jr.
Owns and operates the Popeyes in Sparks, Nevada, which set an all-time opening sales record in 2010
and remains among the highest volume restaurants within the system
With 40 years of experience behind us, and signifi cant
growth opportunities ahead of us both in the U.S. and
around the globe, Popeyes is well poised for the future.
In 2011, we celebrated the opening of our 2,000th restaurant
in Memphis, Tennessee. Throughout the year, we opened
140 restaurants around the globe, 34 more than the previous
year. Our net growth was 65 new restaurants, including
46 domestic units. The Popeyes system built more domestic
freestanding franchised units on a percentage basis than
any other of our quick-service restaurant (QSR) competitors in
2011. As important, and exciting, is the fact that franchisees
are opening new restaurants to greater success, with
volumes about 40 percent above our system average.
The Popeyes system continues to thrive and grow, even in
the challenging economy of recent years. For this, we credit
the strong partnership we enjoy with our franchisees and the
powerful impact of implementing our Strategic Road Map.
One example where partnership and strategy meet is in
the work of the Popeyes Development Team, which has
become a valuable asset to existing and new franchisees,
helping to grow the number of restaurants around the world.
Once a new restaurant is open, we continue to provide a
strong supporting infrastructure, with marketing, operations,
training, systems, and fi nance experts. And while Popeyes
has traditionally been viewed as a restaurant concept for
urban markets, we’ve been expanding our reach in suburban
locations, some of which are proving to be among our
highest-volume restaurants.
The brand’s dollar share of sales at chicken quick-service
restaurants is growing. To build on this momentum, we
announced aggressive growth plans for several domestic
markets: Los Angeles and San Diego in Southern California;
and Tampa and Orlando in Florida. We believe there is plenty of
opportunity to grow, both in domestic and international markets.
The unique tie we have to Louisiana cuisine and culture
differentiates Popeyes from other QSR concepts – and
that, along with our support systems and services,
makes us an attractive opportunity for restaurant
owners and AFCE investors alike.
Accelerate Quality Restaurant Openings
Net Unit Growth
2011 ANNUAL REPORT 5