A customer was surprised to see a member of the restaurant’s staff duck into the kitchen carrying two large orders of Popeyes Chicken one day in 2017, during the brunch rush at Sweet Dixie Kitchen—a small Southern California restaurant once dubbed “Long Beach’s Church of Southern Breakfast” by the Orange County Register.
“I wanted to assume that this was just a snack for the staff, but alas it was Popeyes Chicken,” the customer, Tyler H., said on Yelp about the meal. Instead, the chicken was meant for platters of the restaurant’s thirteen-dollar chicken and waffles entrée. Also, they provide different sorts of Popeyes Promo Code for customers to bring in some marketing
What Is So Special About It?
Tyler’s suspicions were verified when he asked a waiter for further information about how the dish was prepared: the restaurant readily admitted to outsourcing its chicken frying to a national chain.
In a response to Tyler’s Yelp post, Kim Sanchez, the owner of Sweet Dixie Kitchen—who also happened to be the Popeyes smuggler Tyler had spotted—reiterated her choice.
“We PROUDLY SERVE Popeyes Chicken,” she wrote, emphasizing that her culinary philosophy revolves around sourcing ingredients from the best purveyors, whether it’s tracking down jam from an artisan in Alabama, picking up fresh vegetables at the farmer’s market, or ordering takeout for America’s best fast-food fried chicken.
Popeyes Receives A Buzzworthy Boost
In recent months, it’s been difficult to avoid the numerous headlines about Popeyes Chicken new chicken sandwich. However, only a week after The New Yorker stated “The Popeyes Chicken Sandwich Is Here to Save America,” Popeyes revealed the sandwich had sold out completely.
The favorable ramifications for Popeyes’ bottom line were obvious given the sense of urgency surrounding simply tasting the new product and the quickness with which the sandwich sold out.
According to Numerator Insights, the item attracted customers who were not typical of the chain’s customers. In comparison to the normal Popeyes Chicken customer, the chicken sandwich drew younger, wealthier customers from larger homes.
So, What’s Next for Popeyes?
Popeyes is thought to have earned more than $23 million in free advertising because of the “chicken wars,” but they now have a real chance to reclaim its brand identity. They can “brand or be branded,” as I like to say. The brand can accomplish this by taking two “next actions.”
First
Popeyes should take advantage of the fact that a whole new generation of people is paying attention to the brand — some for the first time — to tell a story about its identity by highlighting the chain’s other product offerings and, most importantly, relaying “who” and “what” Popeyes is and stands for outside of the Popeyes Chicken
Second
the brand must concentrate on its “Ideal Customer,” or the most profitable and “best” customers as defined by the brand and its data. Companies generate “Irrational Loyalty” circumstances when they target their brand at their ideal consumer and then engage with them in ways that connect emotionally and are consistent with their brand identity.
Branding is more than just a logo or a product, after all. It’s all about telling a tale to create genuine connections and experiences. The brand bears the primary obligation for telling that story.
The Impact Of The Popeyes Chicken Sandwich On Quick Service Restaurants
Cooking up a profitable and sustainable new product offering for today’s quick-service restaurants (QSRs) can be quite difficult. When Popeyes introduced their new chicken sandwich in August, it sparked “The Great Sandwich War of 2019,” as USA Today put it.
Popeyes’ new sandwich had a long-term impact not only on the Popeyes Chicken brand but also on the whole fast-food business.
Influence On Industry Behavior
According to Numerator Insights, around 30% of new Popeyes chicken sandwich consumers bought crispy chicken sandwiches at other QSRs the week before they bought a Popeyes chicken sandwich.
Following the debut, the share of wallet statistics revealed a shift in chicken sandwich spending across several of the industry’s main players: Popeyes and Chick-Fil-A both saw an increase, while McDonald’s and a few smaller competitors saw a reduction.
Why Is The Popeye’s Chicken Sandwich Gaining Popularity?
Popeyes Louisiana Kitchen, Inc. debuted a new fried Popeyes Chicken sandwich at over 3,000 locations on August 12th, 2019. So far, the sandwich has received fantastic reviews, with one reviewer saying, “Popeyes’ new chicken sandwich convinced us that we’ll never go back to Chick-fil-A.”
Is It Possible To Achieve Overnight Success?
A buttermilk-battered and hand-breaded white flesh chicken fillet topped with pickles and spicy Cajun spread, served on a toasted brioche bun, according to a corporate statement. The sandwich will set you back $3.99.
“The Popeyes Chicken sandwich is better than Chick-fil-A-A’s,” “The rumors are true:
Popeyes’ fried chicken sandwich is better than Chick-fil-A’s,” “Popeyes’ First Fried Chicken Sandwich Is the Best New Thing in Fast Food,” and “Popeyes’ First Fried Chicken Sandwich Is the Best New Thing in Fast Food.” The sandwich is a popular topic of conversation on Twitter.
After The Great 2019 Chicken Sandwich War, Popeyes Has A Golden Opportunity
When the dust settles on The Great Chicken Sandwich War of 2019, the head-to-head battle between Popeyes and Chick-fil-A could go down as one of the most heated QSR culinary debates in recent memory.
And it’s thanks to the all-encompassing power of emotional branding on consumers that this recent battle of the chicken sandwiches has become more of a grab for customers’ hearts and minds than a battle for sandwich lovers’ taste buds.
The Craze
Popeyes’ limited-time chicken sandwich was aimed squarely at Chick-fil-A. No one, including Popeyes’s product development and marketing staff, could have predicted that the internet would go utterly insane over the whole thing.
But it’s safe to conclude that the subsequent social media craze around Popeyes’ sandwich occurred because a sandwich isn’t simply a meal – a sandwich is a person eating it.
War Of The Popeyes Chicken Sandwiches Lessons
On August 12, 2019, Popeyes began the game of chicken (sandwiches) with a simple Tweet announcing their fried chicken sandwich: “Chicken. New. Sandwich. Brioche. Pickles. Popeyes Nationwide is So Good. I Forgot How To Speak In Sandwiches I’m referring to sentences.
” I was reared in the South on Chick-fil-A, so I understand the culinary rapture that is a fried chicken sandwich. It’s almost transcendental, the kind of vice you crave on Sundays (the only day the Georgia-based restaurant is closed). Carbs and deep-fried Popeyes Chicken should make it illegal, but it’s all forgiven after the first mouthful.
