P.E.S.

T ANALYSIS
BY:

ALMIRA AREOLA
LANNIE CABIGAS
MIGUEL ANGELO D. REYES
JOAN MAE B. SEDINO
HANNA CHRIS D.S SEGARINO

Table of contents

History . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Logo evolution . . . . . . . . . . . . . . . . . . . . . .
Environmental problem . . . . . . . . . . . . . .
PEST . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Advertisement . . . . . . . . . . . . . . . . . . . . . .
Product offered . . . . . . . . . . . . . . . . . . . . .
Product evolution . . . . . . . . . . . . . . . . . . .
References . . . . . . . . . . . . . . . . . . . . . . . . .
 History

Popeyes
Fifty years ago in New Orleans, Louisiana, a taste sensation was born. What began with
one small restaurant and one big idea turned into a craze that swept the nation—and
the world.
1972 Alvin C. Copeland Sr., opens “Chicken on the Run” in the New Orleans suburb of
Arabi, serving traditional Southern-fried chicken.
After several months of lackluster performance, he reopens the restaurant as “Popeyes”
(after Popeye Doyle of The French Connection). This time he sells spicy, New Orleans-
style chicken.
1976 Popeyes opens first franchise restaurant in Louisiana.
1980 Popeyes introduces its “Love That Chicken” from Popeyes tagline.
1983 Popeyes introduces buttermilk biscuits, which later became a significant menu
item.

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1984 Popeyes goes global and expands to Toronto, Canada.
1985 Popeyes opens its 500th restaurant in Landover, Maryland, putting the brand on
equal footing with national competitors.
Popeyes becomes the number-three quick-service chicken chain based on number of
units.
1989 Popeyes introduces crawfish as a limited-time offer in the United States.
1991 Popeyes expands its international presence in Kuala Lumpur, Malaysia.
1992 America’s Favorite Chicken Company (also known as AFC Enterprises, Inc.) is
formed and purchases both Popeyes and Church’s Chicken®.
1993 Popeyes enters a new era of growth as PLK begins updating the look of Popeyes
restaurants.
1997 Popeyes celebrates 25 years of success.
1999 Popeyes surpasses one billion-dollar annual sales mark for the first time.
Popeyes receives MenuMasters Award for Louisiana Legends for its rice dishes.
2001 becomes the number-two quick-service chicken chain based on number of units.

Popeyes celebrates new heritage-designed restaurants in Atlanta, GA.

2002 Popeyes celebrates its 30-year anniversary.
2008 Popeyes launches the BONAFIDE® brand positioning.
The Popeyes brand reinvents itself as Popeyes® Louisiana Kitchen based on its long-
standing roots in Louisiana-inspired home cooking. This includes a new logo, distinctive
new products and a new advertising campaign touting “LOUISIANA Fast.”
2009 Popeyes launches Butterfly Shrimp Tackle Box.
Popeyes introduces feisty spokesperson Annie on national television to tell it like it
is.Popeyes launches first Popeyes Payday.
2010 Popeyes introduces Wicked Chicken and Cane Sweeeet Iced Tea™.
Wicked Chicken wins MenuMasters Award for Best Limited-time Offer.
Popeyes BONAFIDE® Chicken beats KFC® Original Recipe® in National Taste Test.
2011Popeyes opens 2,000th restaurant in Memphis, Tennessee.
Popeyes launches non-breaded chicken tenders called Louisiana Leaux™ with flash
mob in French Quarter. This item is now known as “Blackened Tenders.”
Popeyes introduces Rip’n Chick’n.
Popeyes introduces Dip’n Chick’n.
The Popeyes Foundation, Inc. announces partnership to benefit the ProStart® program
to develop the next generation of food-zealot restaurateurs.
2012 Popeyes celebrates 40th anniversary and announces plans for system-wide
remodeling of its restaurants.
Popeyes partners with a Louisiana iconic brand to launch Zatarain's Butterfly Shrimp.
Popeyes and Coca-Cola® “wrap” up 2012 with three unique, custom, one-of-a-kind
holiday designer collector cups.
2013 Popeyes introduces the Cajun Surf & Turf. A twist on the traditional Surf & Turf,
done the Popeyes way!
Popeyes debuts Chicken Waffle Tenders.
Popeyes announces Love That Chicken Month in September for National Fried Chicken
Month.
The Popeyes and Coca-Cola® holiday cups return with three new custom designs.
2014 Popeyes debuts its Beer Can Chicken.

Popeyes introduces the $5 BONAFIDE® Big Box.

Popeyes returns its beloved Chicken Waffle Tenders.
Popeyes becomes title sponsor of the Inaugural Bahamas Bowl.
2015 Popeyes presents its Red Stick Chicken.
The Inaugural Popeyes Bahamas Bowl gets nominated for Best Play at the 2015 ESPY
Awards. Popeyes hosts its second annual Bahamas Bowl.
2019 Popeyes launched the now-famous Chicken Sandwich on Aug. 12, 2019. It was
nothing short of a sensation — as social media buzzed, customer lineups stretched out
the doors, and revenue soared.
Since the chicken sandwich launch in 2019 the brand has continued to innovate in the
kitchen while expanding their footprint to be closer to guests who love that chicken.
Popeyes® ended 2021 with a lot to celebrate: the beloved southern fried chicken brand
opened 208 new restaurants last year for a total of 3,000+ restaurants across in US &
Canada. To kick off 2022, and their 50th birthday year, the brand has plans to open
even more new locations than the year prior. The brand values, traditions and recipes
have stood the test of time, and as a result, Popeyes® continues to expand its footprint

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and introduce themselves to new guests across the country and around the world with a
total of 3,700+ locations globally

LOGO EVOLUTION
 1972 – 2001
o

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o Despite the frequent name changes, the company remained faithful to its
debut Hidentity. She used it before the transition to the new millennium. It was
a text mark made up of the name of the restaurant. Initially, the letters were
depicted as “jumping,” located chaotically, not systematically. But despite this,
the word “Popeyes” still read well. Some characters were slanted to the left
(first P, Y, S), others to the right (O, P, both E). The top of the “P” had serif-
shaped protrusions. The rest of the letters did not have them. An individual
uppercase font was chosen for the inscription. The exception was “E,” which
was lowercase. The word was colored crimson.
2001 – 2008

 At the beginning of this period, a redesign took place, after which the text emblem
acquired a new look. The designers made the letters a little larger and thinner,
freeing up enough space for internal gaps, which added legibility to the lettering. The
developers increased the first “P” in size, making it look bigger than the others – like
a capital letter. In addition, they changed the tilt of the center “E” and “Y,” so the
lettering seemed almost even. The authors also worked with color, replacing crimson
with burgundy.

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2008 – 2019

 Starting in 2008, the characters in the word “Popeyes” began to “jump” differently. If
earlier they seemed to swing left and right, then, in this case, they jumped up and
down. Both “E” went beyond the lower border, “O,” “Y,” “S” went beyond the upper
one. But the shape of the signs remained the same, although the designers placed
all letters vertically in the restaurant chain’s name. Another important innovation of
this period is the golden yellow color. It is typical for chicken dishes, so the
developers chose it.

2019 – today

 The current emblem features orange lettering in perfectly straight lettering as the
company ditched the fun-loving style and focused on the down-to-earth approach.
This is due to the revitalization of activities to expand the franchise around the world.
For such a start, the brand needed a new logo that does not look like the old one,
but at the same time, it is quite recognizable. The designers just changed the font.
Font and Colors

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 In the modern version, the corporate inscription is complemented by a round stamp,
which depicts a golden rooster – an indication of a variety of dishes with chicken
meat. To the right and left of it is the year the Popeyes fast-food restaurant was
founded. It is divided into two parts: “19” and “72”. Above and below, the location of
the head office is written, and the type of establishment is indicated: “Louisiana” and
“Kitchen.” Together, they form the new name of the network, which appeared in the
2008th year.
 The names of the restaurants are made in an individual “jumping” font, which has no
analogs. The modern version is vaguely reminiscent of the Bold Regular typeface
with short legs at “Ps” and an oblique cut at the “e” end. For the phrase “Louisiana
Kitchen,” the designers chose an option close to the Belizio Black serif typeface.
 The corporate palette has changed several times. The early versions of the logo
were crimson and burgundy; in the later versions, it was yellow-gold and orange.

PEST ANALYSIS

 A PEST analysis provides an outline of the aspects that can affect the progress of a
company. External influences are pretty powerful and can affect well-established
organizations. The PEST analysis is done to chart the impact of multiple external
conditions on the future development of a company. The company can take note of
the problems or threats that can hinder the company's growth and develop
appropriate strategies to counter those problems.

Political factor

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
Popeyes sales surged a whopping 29% despite the coronavirus pandemic, as
America's chicken sandwich obsession continues
 Popeyes same-store sales surged a whopping 29.2% in the US in the most recent
quarter, despite the coronavirus pandemic.
 Executives said that sales were up more than 30% for most of the quarter and
roughly flat during the last two weeks of March, as COVID-19 spread in the US.
 Most fast-food chains reported significant sales declines in the most recent quarter,
including Popeyes' sister brands Burger King and Tim Hortons.
Even the coronavirus pandemic couldn't neutralize the power of Popeyes' chicken
sandwich.

 Restaurant Brands International reported on Friday that Popeyes same-store sales

grew 26.2% in the most recent quarter, with US same-store sales up 29.2%.
 Executives said Popeyes' success was driven by the continued popularity of the
chicken sandwich.
 In January, February, and the first two weeks of March, Popeyes' same-store sales
were up by more than 30%, according to executives. Popeyes' parent company said

Economic factor:

 Strong economies and tight labor markets put strains on fast-food companies. How
can they remain profitable when wages are rising? 
 Solution:

 The social media frenzy over the new chicken sandwich at Popeyes shows the
success of one classic play: introduce an iconic new menu item, and charge more
for it.
 At $3.99, the item is asking a bit more from customers than Chick-fil-A's competing
sandwich does - but apparently it's not asking too much. It has been so popular that
restaurants are selling out of food. The New Yorker magazine declared on Tuesday:
"The Popeyes Chicken Sandwich Is Here to Save America." If there's a new chicken
sandwich king, we can thank the strong consumer economy.
 The fast-food industry is very responsive to consumer tastes and budgets because
it's so huge and price-competitive. When times are bad, fast-food companies don't
have to worry about rising food or labor costs, but at the same time their customers
are on a tighter budget, so value menus and promotions might be the order of the
day. But when times are good it's a different matter.
 It's a somewhat similar story for the Six Dollar Burger from Carl's Jr and Hardee's. In
the late 1990s, Carl's Jr was a stagnant franchise getting squeezed by McDonald's
and Burger King at the low end and by higher-priced fast-casual concepts. The Six
Dollar Burger - priced at $3.95 - was a way of offering a premium product that still
offered fast-food speed and value. It rolled out in what turned out to be the last
month when America still thought the late 1990s boom might continue, in August
2001.

 The fast-food industry also suffered some blowback from its profit-inflating strategies
in the late 1990s. In 1993, McDonald's promoted a "Dino-sized" value meal in
response to the opening of the movie "Jurassic Park." It became such a hit that
super-sizing was born. That led to a super-sizing arms race throughout the industry
for the rest of the decade, leading to surging fast-food profits in the late 1990s . . .
coinciding with a growing obesity crisis. After public outcry in response to the
documentary "Super Size Me," McDonald's phased out super-sized portions in 2004.

Social factor:
 Popeyes Wins Consumer Love Even During Pandemic


 Popeyes is apparently staffed with marketing masters, as it keeps hitting home runs
– and even wins consumer love during a pandemic. How do they keep knowing what
will resonate and create viral sensations? We have five ways brands should adapt
their Covid-19 marketing to emulate the spicy chicken brand’s success.

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 Winning Combo for Consumer Love
 The quick serve company launched the “Fried Chicken and Chill” campaign, in its
latest bit of brand awesomeness. It offered to share its Netflix account with the first
1,000 people to post a photo of themselves eating Popeyes chicken on Twitter, with
the hashtag #ThatPasswordFromPopeyes. winning-consumer-love-with-that-
password-from-Popeyes-for-Netflix-access
 Frying Up Success
 With people scrambling to upload posts to Twitter, Popeyes catapulted itself, once
again, into the public conversation and endeared itself to its fanbase. Your brand
can capture brand love as well, by following these five steps:
 Take Risks
 Brands need to be willing to “go big or go home,” more so now than ever before.
Capturing consumers’ attention and business requires taking risks, without taking it
too far. It’s a fine line to walk. Popeyes has mastered this strategy by putting its
focus on online advertisements and facing its competition head-on.

 2. Know Your Brand Voice

 Brands need to be aware of the attitude and personality they convey, as that can
directly affect consumer sentiment and profit. Knowing your brand’s voice is key in
communication and marketing to your target audience. The voice Popeyes has
taken is one of irreverence, and it is an overwhelmingly hit with consumers.
 Popeyes-irreverance-would-be-out-of-place-in-pandemic-post-but-worked-fine-
when-trash-talking
 Winning brands find the spirit and voice of their company and find ways to creatively
 Winning brands find the spirit and voice of their company and find ways to creatively
use it to engage and win over consumers.

 But brands also need to be able to analyze customer experience to be sure it’s
working. Because what your brand thinks it knows about CX is irrelevant.

 3. Get Your CX Eggs in Order

 Even the most well-thought out ad can go sideways. Being able to recognize
consumer sentiment and act upon it quickly can make or break a company. After
Popeyes announced its #ThatPasswordFromPopeyes offer, customers were quick to
respond.CX-of-social-listening And we can look at customer insights reviews, and
posts, and gauge consumer sentiment around this campaign.

 4. Be Giving and Thoughtful, Especially Now

 As isolation becomes the norm, consumers are searching for empathy now more
than ever. By offering free access to Netflix, if even for a month, Popeyes has
created a sense of family and belonging – a gesture that has certainly generated
plenty of loyalty and kudos for the company: essential-employees-appreciating-
Popeyes-pandemic-thoughtfulness Brands that are taking the time to spread
kindness are being noticed and will be remembered by consumers. But, just in case
it isn’t, socially savvy companies have consistent monitoring in place.

 5. Watch Online Like a Chicken Hawk

 The fastest way to lose business online is to not pay attention to what customers are
talking about in your category, or about you. Leading brands recognize the
importance of social media listening and are proactive in their marketing.
 In 2019, Popeyes gave $10,000 of its food to a woman who mistakenly gave them
tons of excellent – and free – PR, when she announced a wrong answer during a
Family Feud episode. She was so sure that Popeye the Sailor-man’s favorite food
was chicken, that she set the internet on fire.

Technological factor

 Popeyes’ pandemic pivots continue amid brand growth

 Popeyes Louisiana Kitchen relied on drive-thrus, including a test of double lanes,

and other pivots during the COVID pandemic, and those are likely to continue
impacting franchising efforts, a brand development executive said Wednesday.
 Jourdan Daleo, senior vice president of franchising and field operations for Popeyes
Americas, presented “Growth Fundamentals: Avoiding Pitfalls During Rapid
Expansion” during Wednesday’s CREATE webinar, sponsored by BOHA! by
TransAct Technologies Inc.

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 Problem
 Popeyes sales surged a whopping 29%
despite the coronavirus pandemic
 Strong economies and tight labor
markets put strains on fast-food
companies. How can they remain
profitable when wages are rising?
 Popeyes Wins Consumer Love Even
During Pandemic
 Popeyes’ pandemic pivots continue
amid brand growth
 introduce an iconic new menu item, and
Solution
 Restaurant Brands International
reported on Friday that Popeyes same-
store sales grew 26.2% in the most
recent quarter, with US same-store
sales up 29.2%.
 The social media frenzy over the new
chicken sandwich at Popeyes shows
the success of one classic play:
charge more for it.
 Popeyes is apparently staffed with
marketing masters, as it keeps hitting
home runs – and even wins consumer
love during a pandemic.
  Popeyes Louisiana Kitchen relied on
drive-thrus, including a test of double
lanes, and other pivots during the
COVID pandemic, and those are likely
to continue impacting franchising
efforts, a brand development executive
said Wednesday.

Advertisement

 Since its unexpected and wildly viral success promoting its spicy chicken sandwich,
Popeyes has eschewed television advertising. Instead, it has directed its
promotional budget toward online.
 Popeyes originally planned to use a lot of TV advertising to help launch its chicken
sandwich this summer, but once the “chicken sandwich war” took off on Twitter,
Popeyes sat on the TV commercial it had ready. Two weeks of runaway sales later,
the chain had to stop selling the sandwich and replenish supplies. So when Popeyes
prepared to bring it back, TV wasn’t on the menu, said Fernando Machado, global
CMO for Burger King and Popeyes, which are owned by Restaurant Brands
International.
 “Normally we do a lot of TV, a little bit of digital, and really push on launch—here we
have the most successful product launch since I started here six years ago, and it
involved zero TV advertising,” Mr. Machado told Sahil Patel for CMO Today.“It was
an unusual approach for us, which will help shape other launches in the future,” he
said.
 Oftentimes, brands will focus on competitor weaknesses to create promotional
pieces around, and to showcase their own prowess in the process. But being able to
use a competitor’s strength to inform planning is a bold move that many businesses
wouldn’t attempt to pull off. And it’s one they probably shouldn’t try without next
generation AI-powered social analytics to monitor the results in real-time!
 Chick-fil-A has many strengths beyond its tasty sandwiches, of course. And Popeyes
has to be well aware of them
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 A glaring one is Chick-fil-A’s commitment to being closed every Sunday – at every
location. A significant segment of Chick-fil-A’s audience appreciates this stance

Product Offered
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 Product Evolution
 This story is about not one, but the seven reasons, why Popeyes® is the next global
powerhouse.
 Business Evolution: Fastest Growing Sales in the Industry

 In 2019, one of the most successful launches in quick service restaurants (QSR)
history, the Popeyes® Chicken Sandwich, impelled the brand to impressive US
comparable sales trending in positive-low forties percent in third week of May up
from flat in the second half of March 2020. The success does not stop there, U.S.
Comparable Sales growth of 37.9% in Q4 2019 and 29.2% in Q1 2020 (despite
COVID-19). This sales growth also made Popeyes® U.S. restaurants even more
profitable. Popeyes® continues to upstage other QSR rivals, remaining a favorite in
the category. Partly due to its Cajun roots, but also due to its devotion to quality food
like you cook at home, strong results on digital channels, and a variety of menu
offerings for families. Popeyes® has rallied a movement of fried chicken lovers by
quickly becoming a fan favorite amongst a wide variety of guests who had not
considered or tried the brand before.

 Product Quality & Innovation: No Compromises

 Some quick service restaurants take shortcuts on quality. But Popeyes® is used to
being patient, starting by marinating their chicken for 12 hours in bold Louisiana
seasonings and the Popeyes® Chicken Sandwich is no exception. The Popeyes®
Chicken Sandwich was exhaustively perfected by its culinary team for 2 long years
until it was finally launched in August 2019. The new sandwich expanded the
Popeyes® appeal beyond the traditional fried chicken consumers to a much broader
group and it was sold out in 3 weeks.
 Design: Modernization and Unique Flagship in China

 To further spread the product love to even more guests, it was time for Popeyes® to
translate its Louisiana roots in a more modern approach by completely redesigning
the brand’s visual identity and restaurant image. Jones Knowles Ritchie, the
international award-winning design firm, led the brand’s visual identity refresh which
started with the logo. The old playful Popeyes® logo has been matured with a
contemporary typeface that elevates the brand and reflects the culinary depth that
goes into making the Popeyes® signature foods.

 Fans can expect to see the new visual identity continue to roll out across Popeyes®
restaurants from packaging including to-go bags, cups and boxes, as well as

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 uniforms and other merchandise. The hand-drawn brand pattern featured on the
packaging reflects the vibrancy of Louisiana culture and the unadulterated joy that
goes into making Popeyes® food.

 In the United States, Popeyes® recently opened its first remodeled restaurant in
Marrero, LA, just outside its hometown of New Orleans. The powder coated metals
in the furniture and counter design are inspired by the iconic Saint Charles Market
Car, utilitarian spaces and handcrafted details nod to the creative culture of the
Bywater in New Orleans, and the personality and artwork celebrate the creole
heritage that’s been passed down over generations. This new image is being piloted
in the U.S., with aims to expand nationally across existing and new restaurants.

 The Popeyes® restaurants will now start to look different throughout the U.S. and
around the world after a collaborative redesign, in partnership with the design firms
Brand Bureau and Linehouse. On May 15th, the brand opened its first flagship
restaurant in Shanghai, China. Equipped with high end technology and an elevated
store design, but still rooted in the brand’s Louisiana heritage, leveraging warm
woods and neons inspired by New Orleans’ Bourbon Street.
 Global Expansion: Rapid Growth in Asia, Europe & South America

 After successfully opening in Brazil, Spain and other international markets over the
past 18 months, the brand opened their first flagship store in Shanghai, further
allowing guests around the world to enjoy Popeyes® now famous Chicken Sandwich
and many other iconic Popeyes® menu items. This flagship location in Shanghai
marks the first restaurant in the brand’s rapid planned development in mainland
China, where the goal is to open over 1,500 restaurants across the country. The
brand expansion is also aiming to enter additional markets in 2021.

 Digital Focus: Mobile App & Delivery Channels

 Despite having 3,300 restaurants in the United States and around the world, many
people still find it hard to find a Popeyes® close to them. That’s why the brand has
been focusing on expanding its mobile ordering capabilities and delivery radius in
not only its own Popeyes® app, but also with third party partners. Delivery sales
were up in the triple digits in Q1 year-over-year and the company expects delivery to
be an even larger chunk of the sales, democratizing access to Popeyes® products.
 Creative Strategy: Proudly Authentic & Socially Driven
 After having a traditional advertising approach for many years, Popeyes® recently
adjusted their creative strategy by highlighting their loyal fan love and tapping into
pop culture moments. With a new agency of record, GUT Miami, Popeyes® has
been successfully reacting in real time with campaigns like; selling out of its uniform
online as a response to a well-known socially relevant merchandise collection,
supporting its hometown with “NOLA Strong” and putting real consumers and their
amazing love for the brand in the spotlight of its advertisements. In one year, the
brand acquired over 25 billion earned media impressions, which is more than what
the brand achieved in the past 2 decades.

 Sustainability: Doing the Right Thing

 Popeyes® is known for its culinary tradition and craveable chicken, now people will
start to know more what’s behind the food. As part of the Restaurant Brands for
Good platform under Popeyes® parent company Restaurant Brands International
(RBI), the brand has initiated the process of looking to remove all colors, flavors, and
preservatives from artificial sources from its chicken offerings. The brand will also
look to remove antibiotics important to human medicine (as defined by the World
Health Organization (WHO)) from its chicken in the U.S. This product evolution will
preserve the original taste and will start hitting the market in tests by the end of this
year in the US. The Popeyes® packaging is also evolving to reduce its impact on the
environment by removing all Styrofoam packaging from the US by early 2021.

 Popeyes® is focused on these seven initiatives to grow the brand beyond the
Chicken Sandwich internet moment. From a focus on business evolution, product
quality, redesigned look, global expansion, digital growth, and creative strategy-
Popeyes® is well on its way to becoming the next great global quick service
restaurant brand.

 About Popeyes®
 Founded in New Orleans in 1972, Popeyes® has more than 45 years of history and
culinary tradition. Popeyes® distinguishes itself with a unique New Orleans style
menu featuring spicy chicken, chicken tenders, fried shrimp, and other regional
items. The chain's passion for its Louisiana heritage and flavorful authentic food has
allowed Popeyes® to become one of the world's largest chicken quick service
restaurants with over 3,300 restaurants in the U.S. and around the world. To learn
more about the brand, please visit the Popeyes® brand website at
www.popeyes.com or follow us on Facebook, Twitter and Instagram.

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