News

Popeyes clucks at competition with new marketing plan

August 30, 2010

After a complete company overhaul to improve sales and customer experience earlier this year, Popeyes’ Louisiana Kitchen is at it again. The company announced today a new major marketing and advertising initiative to emphasize the results of a nation-wide taste test between Popeyes' Spicy and Mild Bonafide bone-in fried chicken and Kentucky Fried Chicken’s Original Recipe fried chicken. This campaign to show that Popeyes beat KFC marks the most aggressive marketing strategy in the company’s history.

"We have a strong data-driven decision making process at Popeyes and that focus has allowed us to grow market share at a time when other brands are losing theirs," said Cheryl Bachelder, CEO for Popeyes. "Now that we have that independent data, we are using it to invite our guests to come in and see why America loves that chicken from Popeyes."

The campaign plays on Popeyes’ rich culinary tradition and celebrates its Bonafide chicken that originated from "the land of good cooking" versus KFC’s roots from the "land of fast horses." National commercials featuring Popeyes’ iconic spokesperson, “Annie,” will begin airing today.

"Our brand heritage is what defines us," said Richard Lynch, CMO for Popeyes. "We are confident our authentic, distinctive food, marinated and cooked in the tradition of our Louisiana roots, is what fueled customer preference and this exciting taste test win. We know one of the keys to our continued success is to stay true to our brand heritage."