Popeye's 2014 Annual Report Download - page 10

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3) CREATE MEMORABLE EXPERIENCES
At Popeyes, we know what creates a memorable experience: the food, the team
and the environment. Our guests already know we have a bold, delicious menu.
They love the fresh look of our reimaged restaurants. Now we want to “wow”
them with an even more inviting guest experience.
WELCOME TO OUR NEW LOOK
In 2012 we embarked on an aggressive plan to update the look and feel of our U.S. restaurants. We
showed franchisees how they would benefit from investing in a fresh, new design that speaks to our
Louisiana heritage. By the end of 2014, over 80 percent of our locations were reimaged and we expect
virtually the entire system to be complete by the end of 2015.
Each remodeled restaurant features new Popeyes Louisiana Kitchen signage, replacing the old Popeyes
Chicken & Biscuits logo and design. As guests walk in the door, they are surrounded by the spices,
colors and sounds that make our brand special. The centerpiece of each location is a round table with
the “P” logo, where they can plug in a laptop, relax and hang out if they want. We want people to feel
at home — because the longer they stay, the better the experience.
A BETTER GUEST EXPERIENCE
Our new restaurant image is one of the reasons behind our same-store sales growth. While our
contemporary new look is a major step forward, we have more work ahead to improve the guest
experience in our brand. In 2014, we introduced a new survey program called Voice of the Guest.
This new resource provides every restaurant with timely feedback from the guest that will help our
restaurant managers to focus on action planning designed to further improve the guest experience
over time.
For us, a key focus is optimizing our operations behind the counter. This is important because as we
grow, we need to make sure our newest restaurants can handle higher average unit volumes. With
every order, we need to serve a product that is hot, fresh and ready.
This is why in 2015 we are beginning a multi-year process to test, teach and expand service initiatives
that will directly impact our guest experience. To support our franchisees, restaurant leaders and
crews, we plan to leverage technology and improve processes from the back of the house to the front.
Going forward, we will continue to look at ways to make guests feel more welcomed and valued. It’s all
part of delivering a better experience to keep our guests coming back again and again.
8
POPEYES LOUISIANA KITCHEN, INC. 2014 ANNUAL REPORT