Popeyes is legendary for its flavor. Over the years, the flavor of our chicken—and the just plain great taste of our other menu items—has made flavor a major differentiating factor for Popeyes. From the early days of Popeyes, it was always the look, smell, and tastes that came to define what New Orleans-style cooking at Popeyes was all about. And that hasn't changed much today. We have been and always will be known for the great taste of our food and the uniqueness of our menu.
Today, we are focused on expanding that unique flavor profile to new menu items. As we develop new products, flavor will continue to be the biggest part of the development criteria. This approach maximizes the choices available to our customers, giving them more reasons to come to Popeyes throughout the day—be it for a snack occasion, lunch, or dinner. Clearly, the more we can bring in customers over the course of the week at various dayparts, the better our transactions and sales.
Popeyes has always held a leadership position within the industry for strong flavor profiles and innovation. We intend to maintain that leadership by doing more than simply adding new items to the menu. Instead, we will rotate new items onto the menu—in some cases as permanent additions, but more often than not as limited time offers. We will also revisit old favorites from time to time, all in an effort to highlight our flavor profile and provide consumers with new reasons to visit our restaurants.
For example, in 2005 we introduced a number of successful new products, including Popeyes Naked Chicken Strips™, Big Flava™ Chicken Deluxe Sandwiches, Southwest Shrimp, and Buffalo Nuggets. Popeyes Naked Chicken Strips and Big Flava Chicken Deluxe Sandwiches are now permanent menu items, while Southwest Shrimp and Buffalo Nuggets will become limited time offers at key points during the year, based on their strong performance and high consumer appeal.
Today, we are focused on expanding that unique flavor profile to new menu items. As we develop new products, flavor will continue to be the biggest part of the development criteria. This approach maximizes the choices available to our customers, giving them more reasons to come to Popeyes throughout the day—be it for a snack occasion, lunch, or dinner. Clearly, the more we can bring in customers over the course of the week at various dayparts, the better our transactions and sales.
Popeyes has always held a leadership position within the industry for strong flavor profiles and innovation. We intend to maintain that leadership by doing more than simply adding new items to the menu. Instead, we will rotate new items onto the menu—in some cases as permanent additions, but more often than not as limited time offers. We will also revisit old favorites from time to time, all in an effort to highlight our flavor profile and provide consumers with new reasons to visit our restaurants.
For example, in 2005 we introduced a number of successful new products, including Popeyes Naked Chicken Strips™, Big Flava™ Chicken Deluxe Sandwiches, Southwest Shrimp, and Buffalo Nuggets. Popeyes Naked Chicken Strips and Big Flava Chicken Deluxe Sandwiches are now permanent menu items, while Southwest Shrimp and Buffalo Nuggets will become limited time offers at key points during the year, based on their strong performance and high consumer appeal.
Restaurant re-imaging:
it's all about looking good.
it's all about looking good.
Curb appeal is an essential part of a restaurant's success. When faced with a choice, consumers are much more likely to dine at an attractive restaurant that appears clean and inviting. But, since the cost of re-imaging is always a concern, we found ways to cut the cost while maintaining the heritage and the attractiveness of the re-imaged restaurant facility. The result: franchisees did twice as many re-images in 2005 than in 2004. We think that's an excellent sign that franchisees are reinvigorated about the brand.
In addition to launching many great tasting new items in 2005, our Menu Development team is also exploring new ways for our customers to enjoy our existing core menu items and continues to focus on ingredient improvement, intensifying flavor, and building a pipeline of new products for the future, all based on the unique Popeyes flavor customers crave.
For Popeyes, maximizing choices goes beyond new menu items. It extends to how consumers make those choices at the restaurant. In 2005, we made it easier for Popeyes customers to order their favorite combinations by rolling out a completely revamped menu board. The new design places a greater emphasis on combo meals, providing value for the customer and significantly improving the speed of service and overall restaurant experience. In addition, by putting greater focus on combo meals, the new boards are designed to increase beverage sales, which have a significant impact on restaurant profitability.
Clearly, focusing on our unique flavor profile and
superiority allows for greater innovation, a wider variety of choices, and more reasons for customers to visit our restaurants. Our bottom line: maximizing choices maximizes profits which maximizes returns for all stakeholders.
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