Convinced that great tasting food requires slow, careful preparation, in 2008 Popeyes Louisiana Kitchen, a division of AFC Enterprises Inc., embarked on a comprehensive brand transformation that emphasized its almost four decades of Louisiana-inspired home cooking. The initiative included a more contemporary logo, new brand advertising and tagline, distinctive new products, and a powerful messaging platform.
The new positioning, messaging, culinary innovation, and Bonafide chicken promotions are clearly resonating with guests. The brand recently announced third-quarter results that reflected a gain in global same-store sales of 1.7 percent, which outpaced the chicken quick-serve category for the 14th consecutive quarter. Through Q3, the company's two-year comps were positive 6.9 percent.
The brand is ready to extend the power of Popeyes "Louisiana" positioning globally and announced that Richard H. Lynch, currently chief marketing officer, has been named chief global brand officer.
"Dick led our brand transformation and now we're asking him to take on the task of embedding our story into our guest experience and corporate culture,” says Cheryl Bachelder, AFC Enterprises CEO. “He is an experienced and passionate brand leader who is ideally suited to harness the power of our brand messaging. Effective immediately he is responsible for global marketing and all internal and external communications."
“I am thrilled to have this opportunity to leverage the incredible assets and talent in our organization to strengthen the Brand's messaging to enhance engagement with our key constituents," Lynch says. "In this role and with this new alignment, we will be able to connect with our franchisees, employees, guests, and investors in even more compelling and relevant ways."
Lynch has served as CMO for Popeyes since 2008. Prior to joining the brand, he served as principal of GO LLC, a marketing consulting firm specializing in restaurant and food retail, where he developed brand strategy and innovation plans for concepts including Burger King, Ruby Tuesday, and Buffalo Wild Wings. Lynch has also held senior strategic positions with Campbell Mithun Advertising, Tracy-Locke Advertising in Dallas, and Ketchum Communications in San Francisco.