Popeyes(R) Wants To Know... Are You Bonafide?
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Popeyes(R) Wants To Know... Are You Bonafide?

National Online Video Contest Leads Company's Challenge to "Change Your Chicken"

March 31, 2008 // Franchising.com // ATLANTA – Popeyes® Chicken & Biscuits, a division of AFC Enterprises, Inc. (NASDAQ: AFCE), is out to show the world that its customers are true, authentic and bonafide. Today the company launched a nationwide consumer-generated video contest to coincide with the announcement of its new brand position of BONAFIDE.

Built around Popeyes' superior flavor profile, the company's declaration of BONAFIDEä is intended for consumers who haven't yet connected with Popeyes, as well as its loyal fan base. The call to action? Change Your Chicken … get BONAFIDE.

The Popeyes "Are you bonafide?" video contest is the catalyst for reaching those consumers and fans. It is open to anyone who wants to share their unique talent or skill, be it poetry, baton twirling, mentoring, wind surfing, whistling—anything goes. Popeyes has created the web site www.BonafideChicken.com for visitors to upload 30-second videos of themselves demonstrating what truly makes them bonafide. All submissions should begin with the phrase: "Hey, Popeyes! I'm a bonafide..."

"Popeyes customers are young and progressive. They are passionate about what they do in life and they are passionate about our brand," said Dick Lynch, chief marketing officer of Popeyes Chicken & Biscuits. "The definition of BONAFIDEä is fitting not only to our fans but to the true, authentic chicken that Popeyes has served for nearly four decades. Our challenge to the rest of America is 'Change Your Chicken … get BONAFIDE'."

Popeyes characterizes a bonafide customer as one who is genuine and true to themselves, a mad-truth speaker about their love of Popeyes chicken. Popeyes bone-in chicken is BONAFIDEä because it is marinated in Louisiana seasoning, hand-battered and made fresh with every order, remaining true to its culinary heritage.

"The idea to showcase our customers originated from years of feedback from Popeyes fans citing why they love Popeyes chicken," continues Lynch. "We want those people to know we are just as passionate about them, so we created this avenue for them to share their unique and creative talents."

The contestant receiving the most online votes for their video will receive the grand prize of free Popeyes food for a year; a three-day trip for two in New York, Miami, New Orleans, Chicago, Los Angeles, Las Vegas or Vail, Colorado and Popeyes merchandise. First and second-place winners will each receive a Popeyes prize package. Anyone who casts a vote online will automatically be entered into a sweepstakes to win an iPod and free meals every week for one year. Two winners will be selected in the sweepstakes.

The Popeyes "Are you bonafide?" contest begins Mar. 31, 2008 and ends May 23, 2008. The contest is open to legal residents of the 50 United States and the District of Columbia who are 18 years of age or older. Contest is void in Canada, Puerto Rico and where prohibited. For Official Rules go to www.bonafidechicken.com and follow the links to Contest. Sponsor: AFC Enterprises, Inc. d/b/a Popeyes® Chicken & Biscuits, 5555 Glenridge Connector NE, Suite 300, Atlanta, Georgia.

About Popeyes® Chicken & Biscuits

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. As of December 30, 2007, Popeyes had 1,905 restaurants in the United States, Puerto Rico, Guam and 24 foreign countries. For more information, visit the Popeyes Chicken & Biscuits Web site at www.popeyes.com.



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