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Popeyes looks to repeat ‘Wicked’ successPopeyes looks to repeat ‘Wicked’ success

Chain brings back Wicked Chicken LTO after selling 900,000 pounds of the item last year

Bret Thorn, Senior Food Editor

May 27, 2011

2 Min Read
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Bret Thorn

Popeyes Louisiana Kitchen said it is bringing back its award-winning Wicked Chicken after the limited-time offer drove strong sales last year.

The spicy Wicked Chicken consists of marinated, breaded and fried chicken strips, thinly sliced and presented in curly, kinky shapes. From May 30 to June 26, Popeyes will serve the chicken with a biscuit, ranch dipping sauce and a mini-bottle of Tabasco sauce for $3.99, the same price as last year.

The Wicked Chicken is served by weight, rather than number of strips, and Popeyes said it sold 900,000 pounds of the item during a month-long promotion last year.

Popeyes’ parent company, Atlanta-based AFC Enterprises Inc., said it has seen solid results from limited-time offers like the Wicked Chicken. Company executives told investors Thursday that promotions in March helped perk up sales in the first quarter of 2011 after weather weighed down results earlier in the year.

In addition to the upcoming return of Wicked Chicken for the second consecutive year, Popeyes also is promoting a buy one, get one free promotion for its traditional bone-in chicken.

RELATED: AFC shares marketing, growth plans

During last week’s NRA Show in Chicago, Nation’s Restaurant News recognized Popeyes’ Wicked Chicken with a MenuMasters Award for Best Limited Time Offer. Popeyes’ chief marketing officer Dick Lynch earlier had told NRN the item was developed to satisfy demand for boneless, portable items.

“[Menu innovation] has to meet real consumer needs to drive traffic. It has got to be relevant and it has got to build brand differentiation,” he said. “This is a great case where Wicked Chicken did all of those things.”

EARLIER:
MenuMasters 2011: Popeyes Wicked Chicken
Culinary innovation on display at MenuMasters gala

AFC chief executive Cheryl Bachelder last year credited the Wicked Chicken LTO for driving “top-line momentum” as the company reported a 6.3-percent increase in net income and positive same-store sales for the July 11-ended second quarter.

Popeyes’ same-store sales rose 0.4 percent in the quarter the Wicked Chicken was offered, which marked a sequential improvement over a 0.4-percent dip in the previous quarter, AFC said.

Contact Bret Thorn: [email protected]
Follow him on Twitter: @foodwriterdiary

About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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