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POPEYES: OUTSOURCED STRATEGIC INSIGHT
SITUATION
Popeyes Chicken & Biscuits had a new management team in place. The team wanted an independent, honest, analytical look at the state of their brand and their customers. Who was the customer base? What was the yardstick for an effective promotion to those customers? How many biscuits were too many biscuits? (Okay, they didn't ask that, but we could have answered it if they did.)
FOUNDATION
With years of restaurant marketing experience under our belts, RAZOR was ready to provide the right answers – and deliver the data to back up those answers. With experience marketing over 100,000 retail locations, the RAZOR insight team was able to analyze and understand the factors affecting Popeyes' retail business.
BLUEPRINT
A new way of looking at Popeyes' business was born. RAZOR developed a promotion measurement approach using regression models to determine non-promotional effects and accurately measure the results by promotion and media approach in each market. RAZOR provided comprehensive promotion analysis that included competitive and market factors to help Popeyes understand what was working best. Brand, field and franchisee communities received customized presentations and e-mail updates to keep them abreast of the latest learning for their business.
RESULTS
RAZOR's custom analytical approach to the Popeyes' business brought discipline to promotion analysis. We improved both the timeliness and the quality of measurement of the actual impact of Popeyes' promotions. RAZOR findings helped to support the introduction of new products that led to 3% sales growth and, just as importantly, revealed test products with low potential for success.
Popeyes Chicken & Biscuits
CUSTOM BUILT MARKETING SOLUTIONS
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