Popeye's 2013 Annual Report Download - page 11

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MENU INNOVATION
We take a rigorous approach to research and
development. By using strict guidelines to
develop new product lines, we identify strategic
objectives and hot consumer trends while stay-
ing true to our Louisiana heritage. As a result,
we lead the category in menu innovation.
For example, last year we introduced Chicken
Waffle Tenders™ with Sweet Honey Maple Sauce
— our most successful limited-time offer so far.
Supported with both a traditional and a social
media campaign that quickly went viral, the
promotion was a big hit with our guests.
DEVELOPMENT
We are very proud of the quantity and quality of
our new restaurants openings. The process we
employ includes market prioritization, approv-
ing superior sites, working with experienced
restaurant operators, and having a great restau-
rant design and image. Because our system is
98 percent franchised, this approach is critical
as we grow both domestically and abroad. We
continue to take our strategic roadmap and
apply it internationally to improve the unit
economic model.
PROFITABILITY
We are committed to providing our franchisees
with the tools to become even more profitable.
Our primary goal is to offer excellent invest-
ment opportunities in the Popeyes brand and
provide exceptional support systems and
services to our restaurant owners.
We are one of the only quick service restaurant
chains that help franchisees gather and analyze
data. Already, the way we measure and manage
store-level profitability is a strength of our
strategy. Our franchisees have access to
software that allows them to measure and
improve their results over time.
1 2 new
Innovative Product
Introductions in
last 5 years
60%
Domestic System
in the new image at
end of fiscal 2013
456
International
restaurants
POPEYES LOUISIANA KITCHEN, INC. 2013 ANNUAL REPORT 7