Popeyes(R) Brings Heart And Soul To Guests

Popeyes®
Published: October 28th, 2008

New menu platforms and brand transformation sets stage for more to come.

October 28, 2008 // Franchising.com // Atlanta, GA - Popeyes® Louisiana Kitchen officially has its mojo back! Today, the brand introduces Popeyes "Big Easys" as a new permanent menu platform. In the last 90-days, Popeyes has launched three new menu platforms, seven new products, a new logo, a new tagline, new advertising and new menu boards.

In August, Popeyes introduced the most aggressive brand transformation campaign in its history as a way to cater to the ever-changing needs of consumers without wavering on the authentic heritage and flavor that Popeyes fans know and love.

"Our brand transformation is best described as bringing heart and soul to fast food," explained Dick Lynch, CMO, Popeyes® Louisiana Kitchen. "There is no other QSR chain that puts as much care into preparing its food and delivering on an authentic one-of-a-kind taste. By continuing the time-honored tradition of marinating our signature Popeyes® Bonafide™ Chicken for more than twelve hours, ours is a world where slow cooked meals meet fast food, or as we like to say, a world of Louisiana FAST."

The recent launch of new and enhanced menu items has given the chain a breakout lineup of options for its loyal fan base. The most recent star to this lineup is Popeyes® Big Easys, referring to portion size and New Orleans' popular nickname.

Popeyes® Big Easys - BIG food, BIG flavor that's easy to eat:

• Big Easy Chicken Bowl – Popeyes' world famous Red Beans and Rice is combined with tasty pulled chicken and Cajun gravy, garnished with a blend of shredded cheeses and parsley. For an extra kick, guests have the option of adding Louisiana brand hot sauce and sour cream, served in convenient, easy-to-open packets. Available for a limited time for $3.49.
• Big Easy Chicken Sandwich – A moist, flavorful and crispy all white-meat chicken breast served with lettuce and tomato on new diamond shaped bread. The sandwich is served with Popeyes' signature "Delta Sauce," a light, creamy sauce enhanced with Cajun trinity seasonings. Price varies by location.

Other new products include:

Louisiana Travelers™-portability for the on-the go lifestyle:

• Louisiana Nuggets
• Louisiana Tenders

Popeyes® Big Deals - value without sacrificing flavor:

• Loaded Chicken Wrap
• Delta Mini
• Chicken Biscuit

All of the menu platforms are a permanent part of the Popeyes menu and can be found on newly designed menu boards at all Popeyes Louisiana Kitchen restaurants.

About Popeyes® Louisiana Kitchen: Founded in 1972 in New Orleans, Popeyes is a leader in the New Orleans segment of the foodservice industry and is the world's second largest quick-service chicken concept based on number of units. As of July 13, 2008, Popeyes had 1,901 restaurants in the United States, Puerto Rico, Guam and 25 foreign countries. For more information, visit www.popeyes.com.