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figures of Restaurant Business warn that popeyes It is one of the leading brands in the segment of fast food.
The chicken burger market shows how important diversity in fast food becomes for the consumer.
popeyes debuts hamburger and with this it allows us to see the sales strategy that exists in the competitive category of chicken burgers.
figures of Restaurant Business they placed Chick-fil-A as the leading chain in the chicken hamburger category for sales achieved and accounted for in 16 thousand 670 million dollars; kfc is the second leading brand in the category with sales of five billion dollars, while Popeyes Louisiana Kitchen added sales of four thousand 780 million dollars.
The important thing to see in this scheme is that there are tremendously consolidated brands in the chicken burger market and they demonstrate the value of well-established sales strategies.
Popeyes launches hamburger and as part of this experience, the brand broke with four long years in which it did not update the menu, in a move that reminds us of how important it is for the consumer to have updated product options when they crave one of these foods. chains.
Popeyes Louisiana Kitchen’s new option is all about a fried chicken burger.”blackened”, that is to say, that it is a chicken breast that was marinated for at least twelve hours and seasoned with spices such as Cajun, details with which it is sought that this new option allows the consumer to have a food option that can be digested on regular basis.
The debut of this option, which also allows Popeyes fans to order a Havarti bacon and cheese burger, is part of the bid to maintain leadership in the chicken burger category, one in which it has been able to stand out with success.
“A lighter option that is perfect for every day,” he explained. sami siddiquiPresident of popeyes.
The change in the menu of a chain of fast food leads us to other cases such as the one that occurred in subway, when the brand announced that it was changing the menu of its famous sandwiches, at least the way to order them, so the brand opted for a new experience for the consumer.
In this regard, what caught our attention is that the brand had the idea of renaming its famous proposals, all under the concept of “Subway Series”, which on that occasion in which they were presented were divided into the categories of Italian, meat with cheese; chicken and clubs.
Within each category there were three options to choose from, so it had 12 names with which it sought to identify the various types of sandwiches it sells, both for the personality of the product and for identification, to help the consumer find the option for what if you wanted to ask for the sandwich that on his last visit he loved it because it had Marinara Meatballs, on his next visit to the local subwayinstead of doubting investigating which option has these ingredients, you just have to arrive and ask for the option of “The Boss”.
Generating experience in fast food restaurants gives brands the opportunity to scale before the consumer and achieve it efficiently.
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