Popeye's 2014 Annual Report Download - page 8

Download and view the complete annual report

Please find page 8 of the 2014 Popeye's annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 90

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90

2) BUILD A DISTINCTIVE BRAND
Popeyes Louisiana Kitchen is one powerful brand, and it continues to deliver
year after year. In 2014 our combination of menu innovation, media and
messaging gave us the best same-store sales growth in the quick service
restaurant category.
A HIGH-PERFORMING BRAND
We have spent the past six years building our brand. In fact, with industry-leading same-store sales
and unit growth, Popeyes is acting more like a new concept than a 43-year-old brand.
Our strength is spicy, bold, flavorful food — a point of differentiation that’s working for us as we grow.
It’s a big reason our domestic same-store sales have outpaced the chicken quick service restaurant
(CQSR) category for 27 consecutive quarters and overall QSR for 13 consecutive quarters.
We keep our sales momentum strong with constant menu innovation. Last year we expanded our appeal
with seven new limited time offers (LTOs), introducing $5 Big Box, Beer Can Chicken, Tear’n Tenderloin
Chicken, Buttermilk Biscuit Butterfly Shrimp, Cracked Pepper Butterfly Shrimp, Beer Can Chicken and
Spice Box. Our new boneless chicken and seafood sensations kept guests coming back for more.
MESSAGING THAT RESONATES
As our sales have grown, and so have franchisee contributions to our advertising fund. In the United
States, that allowed us to spread the word with 12 flights of national media last year. “Annie,” our
highly relatable spokesperson, has become a brand icon who captures hearts and sales with her
down-to-earth personality.
Today we are building our differentiated brand and our Louisiana heritage in the U.S. and 26 foreign
countries. In international markets we are adapting our message to define and differentiate ourselves.
Each advertising campaign is as unique as the local culture, while still conveying the essence of our
brand positioning — the robust, spicy flavor of our marination and Louisiana seasoning. We work with
local agencies to make sure our messaging resonates in each market. In any language, our brand
translates to growth.
6
POPEYES LOUISIANA KITCHEN, INC. 2014 ANNUAL REPORT