Popeyes Louisiana Kitchen

Christina Retson

Visa 1500

Assignment 1, Part A

This advertisement was posted in a window, at a popular restaurant, Popeyes Louisiana Kitchen located on Columbia Street in Kamloops. This ad was made directly by the Popeyes chain to promote their family deal and was facing the parking lot next to the entrance of the restaurant. Not only are they advertising their family deal, but they have an extra add on option at the bottom.

This ad is sticking to the classic colors of Popeyes, an eye-catching bright orange and white. Popeyes is known for their fried chicken, and the chicken on this ad looks perfectly crispy.  At first glance, my eyes go directly to the center of the ad focusing on the $35, followed by the “Family Meal.” After reading the price my eyes are drawn upwards to the photos of the bold, crisp chicken, sides and biscuits in the meal as well as the big numbers with what’s included. 10-piece mixed signature chicken, 2 large sides, and 5 biscuits all for the whopping price of $35. Not only are they advertising the family deal, but they’ve included a $5 add any 5 pies for dessert, which is hard to miss as the background of this is orange versus the white background for the rest of the ad. Having the $35 deal plus a $5 add on option is effective because it makes us as a customer feel like we are getting an even better deal if we wanted dessert. It almost feels like we are getting a greater deal than if the ad was $40 total.

The intended audience is for a family, and the $35 price tag immediately has me thinking what a great price for a family dinner. Although the target audience is for a family meal, it can apply to a group of friends, like a group of broke university students, who is looking for a good deal. Even if you aren’t after a family box it draws other customers into their restaurant because it appears that Popeyes has reasonable prices and combos on their meals.

Most people these days can recognize the Popeyes brand by just their colors, however that was not always the case. “In 2007 Popeyes was struggling for several reasons…We had no arsenal of brand-building ideas. We also had no national advertising, so consumer awareness was low” (Bachelder). After the CEO left Popeyes, the board offered the position to two other applicants who turned it down. The board had asked Cheryl Bachelder to step in who had been a senior executive at Dominos and KFC, and who had great success with both companies. Bachelder decided it was most important to work with the franchisers of Popeyes to get better results. The board came up with a business model which included each franchise to increase their 3% of sales for advertising to 4% where they can create a national ad campaign (Bachelder). This business model worked, and Popeyes is opening over 200 global locations a year (Bachelder).

Works Cited

“The CEO of Popeyes on Treating Franchisees as the Most Important Customers.” Harvard Business Review, 6 Sept. 2016, https://hbr.org/2016/10/the-ceo-of-popeyes-on-treating-franchisees-as-the-most-important-customers#:~:text=CB-,Cheryl%20A.,of%20Popeyes%20Louisiana%20Kitchen%2C%20Inc.