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Popeyes Chicken Sandwich – A Marketing Triumph or a Supply Chain Disaster? |
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| On August 12, 2019, Popeyes added a new item to its menu – Spicy Fried Chicken Sandwich, priced at $3.99. This new item was developed over a span of three years, starting late 2016 . The company’s chefs tried several variations of buttermilk batter, boneless chicken breast filets, sour pickles, and buttered brioche buns, before they arrived at this recipe. There was also the designing of the marketing campaign and getting new equipment to the outlets... |
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PayPal (7 USD)
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| The chicken sandwich was sold out across all the Popeyes franchises. But Popeyes wanted to keep alive the hype created around its chicken sandwiches. So the company started the “Bring Your Own Bun” (BYOB) campaign. The video released as a part of the campaign showed the customers trying to make sandwich. The ad also included a message about an app, that would inform the customers when the sandwich is back on stock ... |
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| Popeyes announced that it would re-launch the chicken sandwich on November 03, 2019. Only this time, the chain was better prepared to deal with demand fluctuations. The re-launch was deliberately chosen to take place on a Sunday to rile Chick-Fil-A, which was closed on Sundays... |
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Exhibit I: History of Popeyes
Exhibit II: America’s Favorite Chicken Company
Exhibit III: Services Offered By SMS
Exhibit IV: The Big Four Chicken Players
Exhibit V: The Tweet That Started the War
Exhibit VI: Bring Your Own Bun Campaign
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