Dive Brief:
- Popeyes Louisiana Kitchen unveiled a new brand identity, including a fresh logo, iconography and color palette, the company shared with Marketing Dive via press release.
- The new logo has been updated with a more contemporary typeface designed to heighten the brand's image with consumers. The upgraded visual identity will be included throughout the QSR's food packaging, employee uniforms and merchandise.
- Popeyes has also revamped the interior and exterior designs of its restaurants and is piloting the new look at a location in Marrero, Louisiana. The fast food company is also expanding internationally and just opened a store in the new design in Shanghai.
Dive Insight:
Popeyes' new look and global expansion comes as the brand's sales have notched upward after its popular chicken sandwich exploded in popularity last year and shined a spotlight on the company. The new look aims to elevate the brand and appeal to audiences looking for clean and modern establishments to dine in once pandemic-related restaurant closures relax.
Last fall, when chicken sandwich rival Chick-fil-A announced a National Chicken Sandwich Day on a Sunday — the day each week Chick-fil-A is closed — Popeyes jumped in and offered to serve up the popular menu item, igniting the "chicken sandwich wars" that brought significant attention and sales to the two fast food chains. The move helped Restaurant Brands International's Popeyes brand grow same store sales by 34% in Q4 2019. Increases in comparable sales carried into Q1 2020, up 26.2%, as of May 1.
Even as sales stalled in the second half of March due to the coronavirus pandemic, Popeyes' sales ticked slightly upward during the third week of May as some states began to reopen and allow for in-store dining.
The brand refresh, which comes with redesigned merchandise, follows Popeyes' past efforts regarding branded apparel. Its loyal following in the past has bought out its various offerings, from ugly Christmas sweaters to an apparel line inspired by employee uniforms that mirror Beyoncé's Ivy Park line of athleisure created with Adidas.
During coronavirus pandemic lockdowns, the fast food chain debuted a cause-focused campaign to support the people of New Orleans. The brand created a $28 "NOLA STRONG" meal box available via the Popeyes app, which comes with 12 pieces of fried chicken, two sides, six biscuits and a T-shirt. All proceeds were donated to Louisiana nonprofit Second Harvest Food Bank within an effort to deliver more than 1 million meals to people in need, highlighting a trend of major companies working to raise funds and effect change in their communities.
