Popeyes Louisiana Kitchen, Inc.

Popeyes Louisiana Kitchen, Inc. a down-home, Cajun-style eatery was founded in 1972. Bankrupt in 1992. Today, the company is not just profitable but it is the fastest-growing brand in its segment. Popeyes is the world’s second largest quick-service chicken concept based on having more than 2,500 stores globally. This report will summarize the current marketing strategy of Popeyes Chicken. I will go into further detail about Popeyes future goals, fundamental business strategies, industry positioning, marketing mix, and their sustainable competitive advantages.

Future Goals
Popeyes Louisiana Kitchen, Inc. long-term future goals include: 1) Drive their domestic restaurant average unit volumes from $1.4 million to $2.0 million, 2) sales increase
is pursing a mix of differentiation and operational efficiency business strategies. Popeyes is a differentiator in which one of their strategic pillars is Louisiana Heritage that no one in the industry can match. Having Louisiana heritage separates Popeyes from their competitors and makes them a differentiator. They have also redesigned Popeyes restaurants to look more like “fast casual” darlings like Chipotle and Panera. Popeyes has distinguished themselves with a unique “Louisiana” style menu. They have gained an edge in the quick-service restaurant industry and have stood out from multiple competitors producing similar products.
Popeyes also uses an operational efficiency business strategy. They have a very simple menu for their customers. Popeyes is sticking to side dishes such as red beans and rice, spicy chicken, chicken tenders, and limited-time offers that feature shrimp and other seafood. Having limited choices on Popeyes menu makes them cost-effective because they are only focusing on certain items and that will keep Popeyes cost low which will also make expenses go down.

Industry
Popeyes decided to reach a different demographic by moving to mostly-untouched suburbs to expand larger segments of the U.S. population. By expanding their demographics, Popeyes has been able to increase profits by 40 percent within the last five years.

Product: Fundamental Business Strategies (Operational Efficiency)
Popeyes offers a variety of distinctive, flavorful Louisiana recipes, for lunch, dinner, and in-between to fit customer needs and wants. They offer fried chicken, seafood, sandwiches, and sides that include red beans and rice, mashed potatoes, coleslaw, and their signature biscuits. The defining ingredient you will find in Popeyes will be the Cajun spices. These spices give their food a more unique taste, which can give the company a certain position in the mind of the