Popeyes(R) Emphasizes Its Heritage With 'Louisiana Fast' Brand Transformation

New Logo, Products and New Creative Capture Distinctive Louisiana Heritage

ATLANTA, Aug. 25 // PRNewswire // -- Convinced that great tasting food requires slow, careful preparation, Popeyes(R), a division of AFC Enterprises, Inc. (Nasdaq: AFCE), is embarking on a comprehensive brand transformation that emphasizes its almost four decades of Louisiana-inspired home cooking. The initiative includes a more contemporary logo, new brand advertising and tagline, and distinctive new products.

Positioning Popeyes as a "Louisiana Kitchen," the company employs a memorable "Louisiana Fast" theme to remind consumers that the brand's unique, authentic taste is based on a time-honored tradition of 12 + hour marination.

"We are re-energizing our legacy of food superiority and authenticity," said Cheryl Bachelder, CEO of Popeyes. "For us, it's not just what we make, it's how we make it -- slow cooked food for a fast-paced life. Our brand repositioning will cater to the ever-changing needs of our guest without wavering on the authentic flavor and recognizable look that Popeyes fans know and love."

Starting in late August, Popeyes' guests will enjoy exciting new choices from the new "Big Deals" menu platform, designed to provide flavorful options at a price point that is especially fitting in today's cost conscious environment. Popeyes is introducing three great-tasting items as the first signature products for just $1.49 each:

  • Loaded Chicken Wrap: Positioned as the "everything you love about Popeyes in your hand" wrap, this item folds a golden, crispy all-white meat chicken breast tender and Popeyes' famous red beans and rice into a warm cheddar tortilla -- with a side of Louisiana brand hot sauce.
  • Delta Mini(TM): Proving that good things really do come in small packages, this mini sandwich features a crispy all-white meat chicken breast tender marinated in Louisiana seasonings on a mini toasted bun, topped off with Popeyes signature Delta sauce -- a special spicy flavor of Louisiana combined with a tasty cream sauce.
  • Chicken Biscuit: A sandwich that combines two Popeyes favorites -- a crispy all-white meat chicken breast tender marinated in Louisiana seasonings and one of the company's beloved warm buttermilk biscuits. The biscuit is served with a choice of Louisiana brand hot sauce or honey.


To promote these new products and the Popeyes Louisiana Fast positioning -- slow cooking meets fast food -- the company is kicking off a new creative campaign on August 25. The innovative advertising introduces a friendly, young fictional chef, "Ed," who sits down with unsuspecting diners and shares matter-of-fact insights about their food choices and all the work that is behind Popeyes products.

For example, in one spot, Ed tallies up the time and labor cost to prepare the new chicken wrap. He calculates that the 12-hour marinating process, combined with a six dollar hourly rate, means that the guests are actually eating a "$72 Wrap." In another, he tells a confused gentleman that his Delta Mini(TM) is a "bonafide oxymoron" because it is marinated for over 12-hours but is still considered fast food. Chef Ed and his zany tactics appear numerous times throughout the campaign, the first from GSD&M Idea City, Popeyes' new creative agency-of-record.

"Popeyes is a brand with a unique story to tell. The concept of 'Louisiana Fast' depicts the unconventional way we do things," explained Dick Lynch, Popeyes chief marketing officer. "Our new advertising is designed to resonate with our loyal customer base and appeal to a younger audience."

In creating the new Popeyes logo, Austin-based Pentagram Design strived to achieve a vibrant, contemporary design that would capture the brand's Louisiana heritage, as well as appeal to a younger demographic. The identity system includes a new word mark that retains Popeyes' well-known "dancing letters" but updates them with a more contemporary look and feel. A circle crest containing a "P" icon and traditional Louisiana fleurs de lis symbol gives a nod to the brand's Louisiana heritage. The color choices -- red and orange -- echo the original design of the restaurants and suggest the characteristic Louisiana seasonings in which many Popeyes products are slowly marinated for up to twelve hours.

"Popeyes' brand transformation reflects our bold new thinking about the way we develop, prepare, serve and market great food in today's fast-paced, cost-conscious consumer marketplace," explained Bachelder. "As the quick service restaurant industry becomes more competitive, we're constantly looking for ways to attract new customers and create an experience that encourages people to continually return to their neighborhood Popeyes."

About Popeyes(R):

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 1901 restaurants in the United States, Puerto Rico, Guam and 25 foreign countries. For more information, visit http://www.popeyes.com.

SOURCE Popeyes

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