What is in this article?:
- AFC Enterprises: LTOs boost Popeyes 4Q sales
- Marketing driving growth
The company attributed rising sales to the company’s marketing of popular limited-time offers and products in 2012.
AFC Enterprises Inc., parent company of Popeyes Louisiana Kitchen, credited successful limited-time offers for driving same-store sales increases during its fourth quarter and its fiscal year 2012.
For the quarter ended Dec. 30, Popeyes reported a same-store sales increase of 6.2 percent, compared with a 5.8-percent increase during the year-earlier quarter. During the full year, global same-store sales rose 6.9 percent, compared with a 3.1-percent increase in 2011.
The company attributed the rising sales to the company’s marketing of popular limited-time offers and products in 2012, including garlic and pepper Wicked, Rippin’ Chicken and Zatarain’s Butterfly Shrimp.
“Customers like new news,” said Ralph Bower, president of Popeyes’ U.S. division, in an interview. “One of the advantages we have at Popeyes is our Louisiana heritage. That gives us a little different twist from other quick-service brands.”
AFC Enterprises chief executive Cheryl Bachelder noted that 2012 marked the fourth consecutive year of domestic same-store sales increases — and the sixth consecutive year of international sales increases — for the Atlanta-based brand. “Popeyes is now establishing a track record of growth, and we've positioned ourselves to sustain it well into the future,” she said during a call with analysts.
Bachelder added that during the past several years, Popeyes has increased its share of the quick-service chicken market to 19.2 percent in 2012 from 14.8 percent in 2008 — a significant amount, she said.
“We have to deliver on the food, we have to deliver on the experience, and we have to deliver on the restaurant experience,” she said, adding that guest loyalty to the brand has been key to Popeyes’ success. “Our greatest opportunity is to offer service that matches the quality of the food.”