POPEYES

POPEYES

Overview of the Problem

Popeyes is struggling to communicate its true brand value in a fast-food market saturated with predictable, safe menu options leading to bland and boring chicken. Popeyes offers a dynamic, bold menu that excites customers, but the brand has failed to articulate why trying new flavors matters. While consumers subconsciously crave new and exciting flavors, they've been conditioned to prioritize familiarity. Popeyes needs to break through a deep-seated consumer mindset that views menu exploration as risky rather than rewarding.

Spices . . . Because You’re an Adult

You grow out of things as you get older, but chicken tenders shouldn’t be one of them. Add spice. Other QSRs serve bland, unspiced chicken that just “tastes like chicken.” Popeyes breaks this mold with bold, spicy flavors that make consumers say, “Chicken should taste like this.”

In an endless sea of red (branding), bland and unspiced fried chicken flood the marketplace — Bland fried chicken with only four menu options, Bland fried chicken and they’re not open on Sundays, BFC as an initialism — but amongst the crowd, a bold orange beacon draws you in, one that defies the conformities of fried chicken restaurants, where the chicken can stand alone, with no need to drown it in sauce.

Insight

Taste can Trump Convenience

Consumers want what they want. But sometimes what they want is what is right in front of them, and other times it’s 20 minutes across town. Be the reason to drive 20 minutes across town.

Brand Posistioning

For

adventurous young adults (25-34) who crave vibrant, flavorful meals that spark both memories and excitement . . .

We

are the brand that serves spice-forward chicken rooted in authentic Louisiana recipes, creating meals that are not only bold but also comforting and familiar . . .

By

offering a convenient, curated menu filled with signature dishes that inspire shared moments while delivering rich flavors with simplicity and ease.

Mini-Manifesto and Mood Board

You’re not here for the ordinary. You crave meals that spark connections and excite the comfort of shared moments. At Popeyes, we honor our Louisiana roots with bold, spicy chicken that turns any gathering into a celebration. With a menu focused on signature dishes, we deliver simplicity without sacrificing flavor, making every bite memorable. Every meal is a reflection of our commitment to bold flavors and authentic cooking. Whether it’s a quick, satisfying option for busy days or a nostalgic family tradition, Popeyes isn’t just chicken, it’s an experience worth savoring.