Product details

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Compact case
Case
-
Reference no. 320-0014-1
Published by: Amity Research Centers
Published in: 2020

Abstract

Popeyes, an American multinational chain of fried chicken fast food restaurants had added 'The Popeye Chicken Sandwich' for the first time to its menu nationally on August 12th 2019. The roll out of the new sandwich had triggered a 'Twitter war' between Popeyes and other well-known chicken fast food restaurants, over which brand chain's chicken sandwich was superior. The Popeye Chicken Sandwich was sold-out within two weeks after its launch, as their supplies were exhausted. The Chicken Sandwich War had catalysed immediate and heavy demand for the new chicken sandwich. Market analysts had said that 'an ultra-smart melding of marketing and timing' had driven the phenomenal demand. The Chicken Sandwich was back in Popeyes restaurants on Sunday 3rd November 2019. Popeyes this time had triggered 'The Great Chicken Sandwich Wars Part 2' on social media to promote sales, a repeat of its tried and successful marketing strategy of the first launch. Would 'The Great Chicken Sandwich Wars Part 2' boost Popeyes business once again? Would these viral marketing strategies help Popeyes to sustain its growth momentum and build its brand?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Popeyes Louisiana Kitchen, Inc (Popeyes)
Employees:
1001-5000
Type:
Public company
Industry:
Fast food

About

Abstract

Popeyes, an American multinational chain of fried chicken fast food restaurants had added 'The Popeye Chicken Sandwich' for the first time to its menu nationally on August 12th 2019. The roll out of the new sandwich had triggered a 'Twitter war' between Popeyes and other well-known chicken fast food restaurants, over which brand chain's chicken sandwich was superior. The Popeye Chicken Sandwich was sold-out within two weeks after its launch, as their supplies were exhausted. The Chicken Sandwich War had catalysed immediate and heavy demand for the new chicken sandwich. Market analysts had said that 'an ultra-smart melding of marketing and timing' had driven the phenomenal demand. The Chicken Sandwich was back in Popeyes restaurants on Sunday 3rd November 2019. Popeyes this time had triggered 'The Great Chicken Sandwich Wars Part 2' on social media to promote sales, a repeat of its tried and successful marketing strategy of the first launch. Would 'The Great Chicken Sandwich Wars Part 2' boost Popeyes business once again? Would these viral marketing strategies help Popeyes to sustain its growth momentum and build its brand?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Popeyes Louisiana Kitchen, Inc (Popeyes)
Employees:
1001-5000
Type:
Public company
Industry:
Fast food

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