Popeyes Chicken and Biscuits

Using New Media to Heat up Cajun Food Chain

Challenge

Popeyes Chicken and Biscuits is the world's second-largest quick-service chicken franchise, and has opened more than 1,800 restaurants. The local Popeyes franchisee brought us on-board to help them develop a strategy for their southern style restaurant's entry into the Boston food market. The campaign challenge was to attract area college students, employees, and Red Sox game attendees, while competing with other nearby food chains.

Response

1. Planned Open House event to welcome the chain to the Boston market.
2. Designed "Meal on Me" Ad campaign with lunchtime two-for-one deals for local employees.
3. Helped spur new media campaign, using the Internet via Facebook, MySpace, Craigslist, and word-of-mouth.
4. Created a "Dice-K Triple Play" meal, fashioned after Red Sox star pitcher, Daisuke Matsuzaka- street team handed out baseball shaped promotion on game days.

Result

Popeyes was able to break their intended sales in the Boston area, exceeding expectations on their opening weekend. By using an integrated marketing approach, Spotlight was able to help Popeyes target multiple populations at once. Due to its success with its first location, Popeyes is on target to open its next Boston location.