Popeyes vs Kentucky Fried Chicken

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Kuyee Slanger
Principles of Management
Instructor: Ms. Livingston
03/29/2012

Midterm
Popeyes Fried Chicken
Vs
Kentucky Fried Chicken

Popeyes: To be the world’s best quick service restaurant. Being the best means providing outstanding quality service, cleanliness, and value, so that makes every customer in every restaurant smile. SWOT Analysis:

Strengths:
The strength of Popeyes is based on its distinctive brand and style of Louisiana spicy chickens that it provides on its menu along with its chicken sandwiches, chicken tenders, fried shrimps and other seafood, jambalaya, red beans and rice and other regional items. Popeyes is a highly differentiated brand with passion for its New Orleans heritage n flavorful authentic foods. Weakness:

Popeyes is second to its sister company KFC. About 90% of their domestic restaurants are concentrated in Tennessee and Louisiana. Most of their restaurants are located in heavily populated African-American neighborhoods; giving them higher chances of being robbed and giving them a higher close-out outlook. Opportunities:

Popeyes serves the food that the world craves and is continuing to expand its global reach. Popeyes operates and franchises 1,977 restaurants in 45 states and 26 foreign countries and out of the 1,977 restaurants 1,542 of them are domestic franchise restaurants and 397 of them are international franchises. Approximately 55% of the international franchises are located in South Korea, Canada and Turkey. Threats:

Most of Popeyes’ locations can be founded in urban neighborhoods. The local competition on neighborhood fried chicken restaurant offer lower price to Popeyes’ corporate pricing. There are poor customer base in certain areas and natural disasters. The SWOT analysis for the future of Popeyes looks to be great. Due to more consumer wanting the taste and feel of “southern hospitality” style food, many franchises are starting to pop up in many neighborhoods across America and internationally. When it comes to the marketing aspect of Popeyes, the company markets itself to a non-southern resident base that has always wanted to experience the idea of “southern hospitality”. Popeyes goes with the idea of being “Louisiana Fresh and Bonafide Fried Chicken”. With its combination of southern spices, herbs and regional foods on its menu; Popeyes brings the flavors of Louisiana to your taste buds. The advantage that Popeyes have over their competition is that they cater to a more diverse and international customer base. They offer and have both domestic and international franchising if an individual domestic or foreign wanted to franchise a Popeyes location. Their international franchising extends as far as South Korea. It is owned and operated by Yum Brands; the same company that owns and operate KFC, Taco Bell and Pizza Hut. One distinct advantage is that all Popeyes franchises do not share the same building as you see a Pizza Hut and a Taco Bell or a KFC and a Taco Bell. One major improvement that I feel Popeyes should improve upon is its domestic in minority based neighborhood for the safety of its employees and monetary losses and its minority base advertisement concept. They should appeal to all neighborhoods and advertise to the appeasement of all. Popeyes sells chicken so their “target market” is anybody who likes chicken. So to make it more sensible, their target markets are young, single individuals, married couples and families and older citizens who do not time at home to be in the kitchen at all times. Their age group goes as low as five and as high as 65. You can now see Popeyes in all sort of neighborhoods: Black, White, Hispanic and Asians just to name a few. If you ever work in a Popeyes, you will see the diversity of the people who like fried chicken. The opportunity for growth in this target market is great. Because as the current market ages, they are still going to be consumers of the same products as they have been and will encourage...
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