Popeyes: Where Are They Now?

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Rashida

If you have a Twitter or read our blog post at the end of 2019, then you know that Popeye’s had a huge marketing win last year. With the release of their new chicken sandwich, Popeye’s ignited a fierce (but entertaining) chicken sandwich social media war and garnered the attention of people around the nation. Popeyes sales increased by 42% to 1.3 billion in the last quarter of 2019, largely due to this sandwich.

But what about now?

What happened after the chicken sandwich drama cooled and corona shook the planet?

Keep reading to find out how Popeye’s is doing now.

Popeye’s Started 2020 Off Strong

There’s no doubt that the Popeye’s chicken sandwich marketing campaign was a huge success, as it sold out within two weeks after its launch, but things did not fizzle out there! In January 2020 Popeye’s drew two-thirds more business than they typically do that month. Even after the buzz of the sandwich died down a bit, they maintained healthy traffic levels that were much higher than pre-sandwich days.

Staying Afloat During Coronavirus

The COVID-19 pandemic impacts us all, but the food and beverage industry has been hit especially hard. Many restaurants, both local ones and chains, are struggling. Popeye’s reported a 26% growth this quarter, and you can certainly bet the sandwich played a huge role. Additionally, Popeye’s launched a national special offer to help give back during these difficult times. Popeye’s is temporarily offering the NOLA Strong Meal and donating the profits to the Second Harvest Food Bank. That, among other donations, positions the brand in a favorable light and keeps it at the forefront of consumers’ minds.

How Did Popeye’s Marketing Strategy Work so Well?

Popeye’s definitely saw lasting success from their chicken sandwich campaign. The introduction of their chicken sandwich truly appears to be a marketing success story that brought them a fresh breath of relevancy. The restaurant chain has done a pretty good job capitalizing on the attention of the chicken sandwich.

However, we’ve seen countless fast-food chains temporarily introduce new items that flop, so what was different? Here are some of the reasons Popeye’s crushed it with their chicken sandwich campaign:

  • They put pressure on other brands and changed the landscape. Popeye’s made a lasting stamp on the fast-food world, and now other brands are trying to follow suit. McDonald’s introduced two fried chicken breakfast items, and Wendy’s even tried to provoke some social media hype by promoting its own new chicken sandwich. Many other fast-food chains are trying to replicate their success, and every time they do Popeye’s is brought back into the spotlight.
  • They kept a strong Twitter game. Popeye’s social media advertising is strong. They still promote their chicken sandwich and entertain its 225,000 followers with their snarky humor.
  • They used the sandwich to get people in the door. They did not just sell the sandwich, they got people to their stores with the sandwich, but customers actually spent more on additional items than on the chicken sandwich.
  • They adapted. It has been really difficult for businesses in the food industry to stay relevant during these times. By donating to non-profits and making special offers to raise money during COVID-19, Popeye’s adjusted to the challenge and continued to boost its brand image.

Who Wins the Chicken Sandwich War?

Okay, now time for the most important question of all! Did Popeye’s win the chicken sandwich war (especially the one vs Chik-fil-a)?

Well, that’s simply a matter of opinion. So that’s where we leave it to you to decide. Tell us, who has the best fast-food chicken sandwich?

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