3.0 The company

3.1 Company history

Popeyes story began in 1972, when Al Copeland opened a quick-service restaurant called “Chicken on the run.” The restaurant served traditional mild fried chicken to the folks in the small New Orleans suburb of Arabi. Unfortunately, business was slow. Copeland realized that he’d have to sell a spicier alternative to his standard chicken recipe if he wanted to impress flavor-seeking New Orleanians. Copeland soon reopened his restaurant as “Popeyes”, named after the character Popeye Doyle in the movie “The French Connection.” Popeyes opened its first franchise restaurant in Baton Rouge, Louisiana, and added 500 more over the next decade. Popeyes went global in 1984 by expanding into Toronto, Canada. Popeyes continues to expand into new markets around the globe. A year later, Popeyes opened its 500^th restaurant, putting the brand on equal footing with national competitors. In a nationwide taste test, Popeyes beat Church’s Chicken and KFC. As a result, Popeyes launched a campaign,”America’s Fried Chicken Champ – The Spicy taste That Can’t Be Beat.” By 1989, nearly 700 Popeyes restaurants served customers thoughout the U.S. As the world traveled to Atlanta for the 1996 Summer Olimpic Games, Popeyes opened its, 1000^th restaurant worldwide in the Sweet Auburn historial district of the city. Popeyes was also named ”Best Fried Chicken” in Dollas, Atlanta and New Orleans, a feat almost unheard of in the quick-service restaurant industry. Nationwide events and restaurant specials kicked off a year of celebration as popeyes market its 25^th anniversary. Popeyes returned to its Cajun roots with a new restaurant design and menu to reflect that New Orleans zest. A bright, colorful new look and exciting new dishes complemented the change. The brand added the Popeyes Louisiana Legends line of over-rice dishes in 1998, winning a Menumaster award in the Best menu/Line Extension by Nation’s Restaurant News. Popeyes celebrated its 30^th anniversary by winning two prestigious industry awards for culinary excellence and customer service. Popeyes won restaurant Business Magazine’s Menu Strategist Award in the quick service category. Popeyes was also honored as the gold level winner in Restaurants & Institutions’ Choice in Chains Customer Satisfaction Awards, the third time the chain was recognized by the publication. As we approach our 35^th year of serving great food in a unique environment, we continue to look ahead to the future. Our leadership team remains committed to creating fresh new ideas to propel Popeyes even further into the heart-and stomachs-of our customers.

3.1 Corporate reputation and image

Louisiana is home to some of the finest cooking in the world. Down here food is a passion, and recipes aren’t just written down - they’re passed down from generation to generation.

3.2 Philosophy

Malaysia and Louisiana are melting pots of a diverse group of people and cultures that have come together to create a blend of local cuisine that can’t be found anywhere else in the world. Full of spices and herbs, not to mention a generous touch of spiciness, Louisiana-inspired cooking can certainly be very well received here in Malaysia.

3.4 Mission, vision, culture

Mission: Satisfying taste buds everywhere with authentic, flavourful and slow-cooked food -- Louisiana style!

Vision: remain bullish of their prospects in Malaysia

Culture: Malaysia and the state of Louisiana have a lot in common.

3.5 CRM Activities

( Twitter) http://twitter.com/popeyeschicken

(Facebook) http://www.facebook.com/PopeyesLouisianaKitchen)

3.6 Market share

Popeyes has 1,944 restaurants across the world, with about 80 percent of them in the U.S. It wants to add more stores both in the U.S. and in international markets. There are 7 Popeyes restaurant in Malaysia. Popeyes was first released at the year of 2009 located in Taman Tun Dr Ismail.

3.7 Product sales history

The company expects to earn between 73 and 77 cents per share this year, compared to 74 cents last year, when the company logged a net profit of $18.8 million. Store operators are posting wider profit margins.

3.8 Current marketing objectives (long-term and short-term)

Long term:

Strategy Centers Around Facebook and Twitter

Popeyes is doing a long term marketing strategy by receiving feed backs from social networks such as Facebook and Twitter. People nowadays literally can’t live without these social networks thus it is a very convenient way of getting people’s feedback and updating info about any news on the company and so on.

http://www.mpdailyfix.com/popeyes-louisiana-kitchen-social-media-strategy/

Short term:

(Internationally) The Tackle Box, which focuses on the chain's portable menu items and has helped boost lunch traffic. It is rebranded to Popeye's Louisiana Kitchen, with schedule for re-imaging to be announced.

http://www.qsrweb.com/article/95441/Popeyes-Improving-the-experience