Name: How Popeyes’ Chicken Sandwich Changed Fast Food
Uploaded: 2021-04-21T07:31:54.000Z
Duration: 14 min 54 s
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Mcdonald's, Big Mac, Burger King's Whopper and Pizza Hut's Deep Pan

Pizza—the American fast food industry has been built on iconic menu

offerings that have enticed millions around the globe.

In the summer of 2019, another cultural phenomenon took place.

The launch of Popeyes' chicken sandwich was an inflection point for the

fast-food company and kicked off what industry insiders have referred to

Chicken has been having a moment for quite some time now.

So, you know, it's hard to say that this, you know, this one sandwich

changed the trajectory of QSR chicken, but it certainly changed the

Hype around the chicken sandwich, and a lighthearted Twitter spat with

Chick-fil-A turned the menu item into an overnight sensation.

In November of 2019, Popeye's location alone sold more than 3,500

And since then, sales at the company have surged,

I'd say so, it's the next sort of category, again, goes back to the

buckets of chicken that were invented as a whole meal solution that that

In other words, the food doesn't degrade over time as much as, say,

It was also created to be shared like pizza.

It's meant to be shared, and so there's a value proposition there for

the family. So can a simple chicken sandwich save a company that once

filed for Chapter 11 bankruptcy protection and is trailing two major

Popeyes Louisiana Kitchen got its start in the early 1970s in New

Orleans. Founder Al Copeland grew up poor in the Big Easy, dropped out

of high school at 16 and in 1971 opened Chicken on the Run.

Despite some early setbacks, Copeland went on to reinvigorate the menu

to include spicier, Louisiana Cajun-style recipes and eventually reopen

the restaurant under the name "Popeye's Mighty Good Fried Chicken,"

after Gene Hackman's character, Popeye Doyle in the movie "The French

Copland opened a second location a year later, and by the late 1980s,

Popeyes ballooned to more than 100 company-owned stores, and 620

Looking to expand further, in 1989, Copeland gambled big buying rival

Church's Fried Chicken for $400 million, making the new company the

second largest fast-food chicken restaurant in the U.S.

But even in the number two slot, the chain struggled.

The deal eventually soured, and by 1991, the company filed for Chapter

11 bankruptcy, due in part to the remaining debt from the earlier

buyout. Copeland stepped down as CEO and sold his 84 percent ownership

By 1994, the reorganized company, America's Favorite Chicken, had more

than 1800 company owned and franchised restaurants worldwide.

The chain looked to diversify, acquiring Seattle Coffee Company and

Cinnabon. The plan was a flop, and within a few years, Popeyes decided

to double down on chicken and offloaded both companies, Cinnabon at a

major loss. In March 2001, Popeyes made its debut on the Nasdaq, opening

By 2004, the company decided to go all in on Popeyes, so it downsized

even more, selling off its Church's Chicken restaurant for $390 million

dollars. By 2017, shares had soared to close at almost $79.

That same year, Restaurant Brands International, the owner of Tim Hortons

and Burger King, added Popeyes to their roster.

What's exciting about Popeyes is we have the opportunity to double our

footprint in the US and grow rapidly internationally so there is no

better growth runway in front of a chain than Popeyes.

In 2008, the chain took the name Popeyes Louisiana Kitchen and at the end

of 2019, Popeyes had more than 300 venues worldwide, making it the

second largest chicken chain by total number of restaurants.

For much of Popeyes' history, its Louisiana style menu featured items

like fried chicken, chicken tenders and fried shrimp.

But after nearly 50 years in business, in August 2019, the chain rolled

out its first ever nationwide chicken sandwich.

The launch, the biggest menu change since the restaurant added crawfish

three decades earlier, and the ensuing social media debate, sent

shockwaves through the fast-food industry.

A few days after its debut, Chick-fil-A tweeted a thinly veiled critique.

The tweet were the opening salvo in what industry insiders refer to as

As I've seen it dubbed the tweet that changed the quick service

Until then, you know, they were a solidly performing, middle-of-the-road

chain that, you know, that certainly was doing all right, but you know,

that nobody would say, hey, you know, they are really setting themselves

apart. We were really excited about the launch of the chicken sandwich.

We spent a lot of time working on on a best-in-class sandwich.

The heritage of Popeyes has always been about culinary excellence.

And so we felt we had something really special for a simple but amazing

ingredients, a chicken fillet, Yvonne pickles and mayonnaise.

And then we broke the Internet in early August and that created a craze

that we haven't seen, I haven't seen in more than two decades in the

business. While Popeyes, Chick-fil-A, Wendy's and Shake Shack traded

barbs on Twitter, Popeyes nearly doubled its Twitter followers to

180,000. More importantly, the company saw sales surge almost 10 percent

at stores open more than a year in the third quarter of 2019, compared

to less than one percent growth in the same period the year prior.

With lines out the door, about two weeks after the launch, the chain ran

One analyst estimated that while in stock, Popeyes sold about a thousand

And that the sandwiches alone accounted for 30 percent of sales.

And it wasn't just Popeyes that saw battlefield gains in the chicken

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How Popeyes’ Chicken Sandwich Changed Fast Food

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