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Continued: Popeye's rebrands itself with Louisiana flair

  • Article by: DAVID PHELPS , Star Tribune
  • Last update: July 13, 2013 - 8:30 PM

A: Campbell Mithun is Popeye’s first digital agency of record. I asked my team to ask them to apply. No feelings would be hurt if they didn’t get the assignment, but they were the leader throughout the application. Digital hasn’t been a major part of Popeye’s brand success but it needs to be. We are laying the groundwork for digital and social media. Between 80 percent and 90 percent of the entire system will be re-imaged in three years. We’re in Year Two of that. It’s a significant investment for the franchise.

 

Q: What does the future hold for Popeye’s?

A: We are 98 percent franchisee-owned. We have 1,696 restaurants in the U.S. and 423 internationally. Chicken consumption has been rising every year for the last 20 years. This isn’t true for pork or beef. It’s versatile and incredibly healthy. We’re the fastest-growing restaurant in the fast-food segment; we are No. 3 in terms of the number of stores opened and hope to be No. 2 this year.

 

David Phelps • 612-673-7269

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  • Dick Lynch, the CMO for Popeye’s Louisiana Kitchen at Popeye’s located at 1089 University Av. West, St. Paul, MN on July 8, 2013. ] JOELKOYAMA‚Ä¢joel koyama@startribune.com

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