Popeye's 2012 Annual Report Download - page 6

At the heart of every great brand is
a brand promise and a passion. At
Popeyes, our promise and our passion
are rooted in our Louisiana heritage:
bold flavorful cooking steeped in a
culture unique to Louisiana. Our people
shape our brand on a daily basis by
serving up delicious food with pride and
ownership, and delivering on a brand
promise that not only satisfies hunger,
but also lifts spirits.
Through our national advertising
campaigns, our ever-popular spokes-
person Annie spreads excitement about
our food and our everyday value, turns
the heat up on our competition, and
she does it all with a flair and pizazz
that’s emblematic of Louisiana cuisine.
In fact, in the fourth quarter of 2012,
our brand awareness reached a record
high of 47 percent, up 14 points since
we first introduced Annie in 2009. And,
in a recent poll of franchise owners, 92
percent either agreed or strongly agreed
that Popeyes advertising was positively
impacting their sales—so we’re happy
that Annie is here to stay for the long run.
Popeyes continues to see huge success
with our Limited Time Offers. Our
culinary team works hard to develop
choices that are bold, flavorful, and
Louisiana Fast™, building our brand
identity with every new offer. Some
of this year’s highlights included the
national introduction of both Garlic
Pepper Wicked Chicken in February and
Rip’n Chick’n during June. Zatarain’s
Butterfly Shrimp brought a zesty twist
to our seafood menu in July, and we
welcomed the fourth annual, always-
popular Crawfish Festival in November.
Our core menu, highlighted by our
famous Bonafide® chicken, as well as
our innovative boneless and seafood
products, continues to drive strong
results and sets us apart from the
competition. Popeyes’ emphasis on
growing a distinctive brand has fueled
our 10 percent cumulative increase in
global same-store sales over the last
two years. Our domestic same-store
sales outpaced the entire quick-service
restaurant category for the fourth year in
a row, and Popeyes’ international same-
store sales were positive for the sixth
consecutive year.
Over the last five years, we have
transformed our brand with menu
innovation that reflects our renewed
attention to our culinary roots, messaging
that appeals to a broadening audience,
and sustained media presence. As
a result, we have continued to see
Popeyes’ share of the chicken QSR
segment increase to 19.2 percent in
2012, compared to 14.8 percent in
2008—a gain of 4.4 percentage points.
Amin Dhanani first invested in Popeyes restaurants in Houston and San Antonio. Three years
later, Dhanani’s original 19 restaurants have seen a 20 percent increase in sales, leading him to
add 49 Popeyes locations to his portfolio. Many of these are already seeing significant sales
jumps thanks to Dhanani’s decision to embrace the new Louisiana Kitchen re-branded image.
“ The Popeyes brand is definitely on an upswing.
The nationwide advertising is a huge boost and
so are the new interiors reflecting the brand’s
New Orleans heritage.” — Amin Dhanani
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