Beyond the Chicken Sandwich: Unveiling Popeye’s Recipe for Success in the UK Market

Flashback to the summer of 2022 in Toronto, Canada. My family and I stayed in this city for 6 weeks, as we wanted our eldest son to attend a specific summer camp there. Lost in the busyness of work (I was working remote for a UK client) and making sure our eldest landed on his feet, at the time our youngest son Christopher was feeling neglected. One day, as we attended a get-together at our eldest summer camp, Chris suddenly broke down and cried. “You love him more than you love me”, he stuttered in between his tears. As any parent can imagine, my heart stopped. I walked out of the place with him, where we could talk quietly, in private.

After many words, doing my best to appease him, I asked him what I could do now, to show – not tell – that I loved him as much as his brother. 

“Spend time with me. Alone. Either you or mum leaves this place with me now, away from my brother.”
“OK, not a problem Chris”, I said. “And what will we be doing, where would you like to go?”

Wiping the tears from his cheeks, a smile broke through on his face. “Popeyes! We go to Popeyes!”, he glimmered. Somewhat startled but simultaneously relieved as at that point, I would have given into anything, I said: “You got it. Let’s go!”

The Popeyes we visited on that particular day, summer 2022, Toronto. For Toronto aficionados, that indeed is St. Clair Avenue -West.

We had only discovered Popeyes a few weeks before, but were really impressed with the taste. The Popeyes chicken sandwich was perfectly crisp and succulent. And then there were the Cajun fries—golden and seasoned to perfection.
Spicy detail is that back then, I was working for the competition. The Kentucky brand. The colonel, you know.

My family and I are from Europe, and Popeyes didn’t have a large footing there (yet). Sister brand Burger King does…but as end customers, one doesn’t make these connections. Reason the more how impressed I was with how the taste of Popeyes made such a lasting impression. And so quick.

Flash-forward, summer of 2023, back in Europe.

Popeyes embarked on an expansion strategy here, with the main market being the UK. Fried chicken is huge here. Where large countries like France, Germany, Spain and Italy have a few hundred stores in total, fried chicken giant KFC boasts over 1000 stores in the UK alone.

And Popeyes is already beginning to make some waves. Not in total numbers of stores, from an absolute point of view, but in relative numbers, they are growing – fast. And what’s more discerning , is the way they go about it. They do a couple of things really well. Nevertheless, I also see some challenges on the road. So allow me to share with you the view of a techie / product head / former marketing geek, a SWOT analysis if you will (does anybody still do those by the way or has that method fallen from grace ?).

It’s for the marketing professionals among you and who knows, to my dear future Christopher. Because right now, he can’t wait to go there again.
Whoever still dares to claim that love does not go through the stomach? I won’t, that’s for sure!
OK, back to the promised SWOT. Let’s start out with Strengths, the things the chain has got going for itself:

Strengths:

1. 1. Taste: Popeyes Louisiana Kitchen is renowned for its delicious and flavorful menu offerings. From their signature chicken to their mouthwatering sides, their taste sets them apart from competitors and keeps customers coming back for more.
   2. Higher than average ratings: The restaurant chain enjoys consistently positive ratings and reviews from customers, indicating a strong reputation for quality and satisfaction.

      

   3. Less real estate legacy than established competitors: Unlike some of its competitors, Popeyes does not have a burden of outdated or under-performing physical locations, allowing for more flexibility in adapting to evolving market demands and consumer preferences.
   4. Focus on dark kitchen and drive-through strategy: By capitalising on the trend of dark kitchens (delivery-only establishments) and implementing drive-through services, Popeyes caters to customers’ convenience needs, expanding its reach beyond traditional dine-in locations.
   5. Strong kiosk presence/use: Popeyes leverages self-service kiosks, enabling customers to place orders efficiently and reducing wait times. This technology-driven approach enhances the overall customer experience and operational efficiency.

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Weaknesses:

1. 1. Not full omnichannel: At present, Popeyes is only available for delivery through Deliveroo, lacking an omnichannel approach that includes click & collect or direct delivery through their website. This limits their accessibility to customers who prefer alternative ordering methods.

EDIT: I received an e-mail last June, stating that Popeyes is now also available through UberEats and JustEat. So this no longer applies. Popeyes is now multi-aggregator. Well done!

2. Limited amount of locations – limited brand awareness: With a relatively small number of locations in the UK, Popeyes faces the challenge of limited brand awareness among consumers, particularly in areas where they have not yet established a presence.
3. No (visible) loyalty program: The absence of a visible loyalty program can hinder Popeyes ability to retain and reward loyal customers, missing out on the opportunity to incentivise repeat business and foster brand loyalty.
4. Cultural and dietary restrictions: Popeyes chicken is halal by default, which would make it a valid culinary destination for Muslims. However, as I learned from one of my former colleagues at KFC, the Sikh ethnic group are not allowed to consume halal food. In the UK alone, we are talking about 500.000+ Sikh that you would exclude from your target audience. This might sound like a fairly small amount of the market. But as inclusiveness in this day and age is more important than ever, it is a missed opportunity.

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   Special offers by Popeyes and its competitors (source: Prestau Comp Intel)

 

Opportunities:

1. 1. Grow into omnichannel: Expanding into an omnichannel approach, including click & collect and direct delivery through their website, can provide customers with more options and enhance their overall convenience, while also giving Popeyes increased negotiation power with delivery partners.
      EDIT: Multi-aggregator has already been accomplished, click & collect + delivery through their website – not yet.
   2. Competitive intelligence and menu agility: Utilizing tools like Prestau’s competitive intelligence can provide insights into market trends, customer preferences, and competitor strategies, enabling Popeyes to continuously refine and optimize its menu offerings to stay ahead of the competition.
   3. Local advertising to build brand: Focusing on targeted local advertising efforts can help Popeyes build brand recognition and increase visibility in specific markets, driving customer interest and footfall to their locations.
   4. Loyalty program: Implementing a visible and rewarding loyalty program can incentivise repeat business, foster customer retention, and encourage word-of-mouth referrals.
   5. Showcasing level of spiciness: Providing clear information about the level of spiciness for menu items can cater to diverse customer preferences and empower them to make informed choices, enhancing the overall dining experience.
   6. Being more inclusive to different cuisines: Familiarizing themselves with dietary guidelines, such as the Rehat Maryada followed by Sikhs, and offering suitable menu options can attract customers from diverse backgrounds and enhance inclusiveness.
   7. Making carbon footprint transparent and publishing a plan to reduce it: Taking proactive steps to reduce environmental impact and sharing a detailed plan to achieve carbon neutrality can resonate with customers who prioritise green choices.

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   Popeyes in the UK (source: Prestau Comp Intel)

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Threats:

1. 1. Competitors’ reaction: Larger competitors in the fast-food industry are paying attention to Popeyes success and seek to emulate their cuisine or introduce similar menu items to capture market share.
   2. Staff recruitment and retention: As Popeyes continues to expand, finding and retaining skilled staff to fuel growth may become challenging, potentially impacting service quality and operational efficiency.
   3. Accumulating technical debt: The addition of more channels, such as online ordering platforms, can lead to accumulating technical debt if proper infrastructure and systems are not in place. This can hinder operational efficiency and customer experience.

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By addressing these weaknesses, capitalising on opportunities, and effectively managing threats, Popeyes can further strengthen its position in the UK market and maintain its growth trajectory.

Do I have some advice for the competing brands to curb Popeyes growth?

Yes, invert my SWOT analysis above :-). And by all means, take your child or another loved one to one of its restaurants, if that makes them happy. To stay true to Popeyes’ New Orleans roots, I say: “Laissez les bon temps rouler!”.