Advertisements

Popeyes Chicken Sandwich, Now A Sell-Out, Is A $65 Million Marketing Win

You couldn’t watch a television news program or scour Twitter or Facebook the past week without spotting some mention of Popeyes fried chicken sandwich. But how did that translate to marketing value?

Awfully well, as it turns out.

Apex Marketing Group estimated Wednesday that Popeyes reaped $65 million in equivalent media value as a result of the Chicken Sandwich Wars.

The firm, based outside Detroit, defines that as the price a company would have to pay to purchase the attention it received for free.

Apex takes into account television, radio, online and print news reports, as well as social media mentions.

The evaluation was conducted from Aug. 12, when the sandwich went on sale nationally, through Tuesday evening, yielding 15 days’ worth of data.

Today In: Consumer

The $65 million figure is nearly triple the $23 million in media value that the sandwich generated in its first few days on sale, according to an earlier Apex estimate.

On Tuesday, Popeyes announced that the chicken sandwich would be sold out by the end of the week at its U.S. restaurants.

But it says it is scurrying to bring back the chicken sandwich as a feature of its regular menu, not simply a limited-time offer.

“It is a permanent menu item,” Dana Schopp, a Popeyes spokesperson, said Wednesday.

Eric Smallwood, the president of Apex Marketing, says the chicken sandwich’s media value built relatively slowly in the days right after it went on sale.

The big jump in media value came when news outlets began running taste tests comparing the sandwich with other fast food companies’ chicken offerings.

That coincided with social media and news reports that Popeyes restaurants were running out of sandwiches.

The Chicken Sandwich Wars have been a godsend to Popeyes’ owners, Restaurant Brands International, in their effort to raise the chicken restaurants’ profile.

RBI bought Popeyes in 2017, and has been on a drive to expand Popeyes 3,000 outlets world wide. It recently announced a Popeyes push into China.

“Popeyes is not top of mind when it comes to fast food,” Smallwood said. But thanks to the chicken sandwich, “now everybody’s looking and asking, ‘Where’s the closest Popeyes?'”

The attention that Popeyes received could not have happened a decade ago without social media, Smallwood said.

As soon as a company launches a promotion that is noticed in Twitter, Facebook and Instagram, “it picks up, and it explodes from there,” he said.

Until Popeyes launched its sandwich, Chick-fil-A was considered the fast food industry gold standard in chicken sandwiches.

McDonald’s franchise holders recently pleaded with the company to give them a sandwich that could compete with Chick-fil-A’s offering.

Now, “Popeyes comes in and steals some of the glory,” he said.

Some Twitter users have criticized the company for running out of chicken sandwiches so fast. On Tuesday, Popeyes said that it had sold the allotment it expected to have through the end of September.

But Smallwood said that’s an acceptable excuse. “Running out of a supply is ideal economics,” he said.

Depending on how Popeyes handles the sandwich’s return, “there will be a boost” to its business, Smallwood predicts.

But he doesn’t think Popeyes should handle the sandwich any differently than it already has. “I don’t want to spoil their recipe,” he says.

Follow me on Twitter. Check out my website.

I’m an alumni of the New York Times and NPR. I learned to cook from my mom, and studied with Patricia Wells and at Le Cordon Bleu. E: vmaynard@umich.edu T: @mickimaynar

Source: Popeyes Chicken Sandwich, Now A Sell-Out, Is A $65 Million Marketing Win

When Popeyes launched its fried chicken sandwich on August 12, it got a lot of positive attention — the Twitter announcement got more than 31,000 likes, which is pretty impressive considering that their posts usually get less than 400. What the world didn’t know was that tragedy was soon to strike. Popeyes ran out of chicken sandwiches before the month was over. But what’s the real reason it disappeared? And when will the Popeyes chicken sandwich be available again, if ever? To find out, we have to go back to the beginning. For the longest time, Popeyes only sold chicken pieces and tenders, with no sandwiches on their menu. They have a loyal fan following nonetheless, including the late Anthony Bourdain, who is said to have once eaten at a Popeyes buffet for three days in a row. The Popeyes chicken sandwich, made with their signature crispy fried chicken on a spicy mayo-slathered brioche bun and topped with pickles, was bound to be a hit with fans, but it had a few competitors who wanted to make their presence known when the newcomer started getting attention. Chick-fil-A, a big name in the chicken sandwich game, was compelled to tweet out an equation alluding to the fact that they have the original chicken sandwich, stating: “Bun + Chicken + Pickles = all the [love] for the original.” Popeyes wasn’t having it, tweeting a simple “… y’all good?” in response. While Chick-fil-A’s tweet got more than 23,000 likes, the reply from Popeyes got almost 325,000. Round one goes to Popeyes. Wendy’s, with its notoriously on-point Twitter game, also tried to get in the fight, posting a tweet that said: “Y’all out here fighting about which of these fools has the second best chicken sandwich.” But once again Popeyes’ reply — “Sounds like someone just ate one of our biscuits. Cause y’all looking thirsty.” — got way more engagement from customers. The fast food chicken sandwich war has officially begun. It’s not just social media hype, either. The masses seem to agree that Popeyes chicken sandwich really is superior to Chick-fil-A’s chicken sandwich, calling it better and cheaper. CBS This Morning’s Gayle King, who called 15 different Popeyes locations trying to get her hands on one, said on her first bite, Even celebrity chef Emeril Lagasse gave his version of a five-star review. He posted on Twitter that he was about to try the Popeyes chicken sandwich, and when a fan asked what he thought of it, Lagasse replied with two explosion emojis, the picture version of his famous catchphrase. But not everyone managed to try one of the chicken sandwiches. Just 15 days after they launched, Popeyes made an announcement on Twitter, dashing the dreams of hopeful diners. “Y’all. We love that you love The Sandwich. Unfortunately we’re sold out (for now).” A Popeyes spokesperson told CBS why the sandwich sold out so quickly, explaining: “The demand for the new Chicken Sandwich in the first few weeks following its launch far exceeded our very optimistic expectations. In fact, Popeyes aggressively forecasted demand through the end of September and has already sold through that inventory.” The chain hasn’t said exactly when the Popeyes chicken sandwich is coming back, only that they, along with their suppliers, are quote, “working tirelessly to bring the new sandwich back to guests as soon as possible.” If you want to know the second it becomes available, you can download the Popeyes app and enable push notifications. You’ll get an alert as soon as the sandwich hits stores, so keep gas in your car and a go-bag by the door, because you never know when the call might come. And don’t worry — once the Popeyes chicken sandwich becomes available it won’t be disappearing again. According to a Popeyes spokesperson, the chicken sandwich is permanently on the menu. That’s great for fans of the chain, but the question remains: What are we going to do with ourselves while we wait for its return? Watch the video to find out the real reason Popeyes ran out chicken sandwiches! #Popeyes #Chicken #ChickenSandwich

Advertisements

How Did The Owner and Builder Of The Newly-Completed 450-foot-Long Superyacht Flying Fox Keep It A Secret For So Long?

The short answer for such a massive superyact is, they didn’t really. But that doesn’t mean the experienced owner—who worked with the red-hot superyacht exterior designer Espen Oeino, interior designer Mark Berryman and the highly experienced, megayacht builders at Lürssen in Germany—couldn’t at least try. So, the 450-foot-long, 67-foot-wide yacht was built in the relative secrecy of Lürssen’s enormous manufacturing facility. And the yacht that took several years, and $100’s of millions to build (and probably more than a few non-disclosure agreements) was always referred to by its code name: Project Shu.

But then again, it was extremely hard to keep a yacht that’s much longer than a football field a secret when it finally emerged from the builders covered facility earlier this spring. And even harder once her sea trials on the Baltic began earlier this summer.

And as you can see in the few photos that have finally emerged (it’s now called by its real name—Flying Fox) Espen Oeino has designed an elegant yacht exterior that that looks sleek in spite of her massive over-all volume.

The balance and proportion of the exterior allows for generous deck space that offer a range of options for owners and guests to enjoy. Numerous terraces and platforms open out over the water to provide fantastic access the water. While every other exterior element, from sun decks and open entertainment areas to more shaded and intimate spaces, has been designed to provide the highest level of luxury.

For example, all superyachts have swimming pools, but Flying Fox is special in that its enormous swimming pool that runs from side to side on the main deck. The exterior also is equipped two helicopter landing pads, one on the bridge deck and another on the sun deck aft, that makes it possible to for owners and guests to use multiple helicopters.

Meanwhile, advance reports about the interior (no photos of the interior have been published yet) say interior designer Mark Berryman’s has interior has a calm and spacious feel featuring soft neutral tones and tactile finishes.

And as you can see from what the builder and project manager of this massive yacht said when the yacht was launched earlier this spring, they kept the “secret” going for as long as they could.

“Project SHU represents a major milestone for Imperial.” says Julia Stewart, Director at Imperial Yachts who brought their vast experience and knowledge to their supervision of the massive build project. “Being involved in impressive superyacht projects like these show our capacity and experience in superyacht and megayacht management, with regular deliveries of 80m+ projects supervised and operated by our team since 2015. Our strong and very dynamic links with Lürssen, Espen Oeino and Mark Berryman helped to achieve one of the most impressive vessel of the next decade”

Shipyard Managing Partner Peter Lürssen proudly states: “SHU fulfills the requests of a very experienced owner in an exceptional way. The owner’s input within all aspects of the yacht’s design was clear, strong and exacting. Building SHU was a significant challenge and we are very proud of this achievement. She represents another remarkable milestone in our history.”

But the secret is out now, and tuned for much more from Lürssen and Espen Oeino. The German yard, and Norwegian designer have been very, very busy.

Follow me on Twitter or LinkedIn. Check out my website.

During my previous life as an editor at several American yachting magazines, I was lucky enough to sail thousands of offshore miles on a wide variety of boats. My job as yachting scribe has brought me on adventures from the Arctic Circle to the equator, and to nearly every tropical destination in between. I’ve dodged high-speed hydrofoils on the brown waters off St. Petersburg, Russia, anchored in impossibly blue water off uninhabited islands in the Seychelles, Scandinavia, the BVI, and the Bahamas, and even flown aboard a Jayhawk helicopter with the US Coast Guard on training missions. These days, when I’m not travelling or writing about the magic that happens at confluence of superyachts, offshore adventure, luxury travel, and technology, I sail my ultra-simple, ultra-fast dinghy, ride my gorgeous and gloriously-expensive carbon fiber bike, and push our little one in a baby stroller all over New England.

Source: How Did The Owner and Builder Of The Newly-Completed 450-foot-Long Superyacht Flying Fox Keep It A Secret For So Long?

Thailand Supermarket Ditches Plastic Packaging For Banana Leaves

Banana leaves used for packaging at a Thai supermarket

A Thailand supermarket came up with a genius way to reduce plastic packaging: wrap its produce in banana leaves instead.

The banana leaf packaging comes from the Rimping supermarket in Chiangmai, Thailand. A real estate company in Chiang Mai, Perfect Homes, posted photos of the banana leaf packaging to their Facebook page and it quickly gained widespread attention.

uncaptioned
Perfect Homes Chiangmai

Of the 9 billion tonnes of plastic ever produced, only 9% has been recycled. This, along with projections of rapidly increased plastic manufacturing, has led to global attention to single-use plastics.

The United Nations Environment Programme estimates that by 2050 there will be 12 billion tonnes of plastic in landfills, the environment, and oceans. Of this waste, cigarette butts, plastic drinking bottles, food wrappers, and plastic grocery bags are the biggest contributors.

Global plastic waste generation from 1950 to 2015.

Global plastic waste generation from 1950 to 2015.

United Nations Environment Programme

The use of banana leaves instead of plastic for packaging vegetables is a great way to reduce single-use plastic. While it looks like they use some plastic for adhering the label, this method significantly reduces the amount of plastic required. They are simply wrapped in a banana leaf and secured using a flexible piece of bamboo. Banana leaves are a great alternative to plastic as the leaf is large, thick and supple enough to be folded.

uncaptioned
Perfect Homes Chiangmai

One thing to consider is the relative cost of plastic versus banana leaves. In tropical locations, banana leaves are readily available locally and could be acquired for free depending on the quantity needed. In more temperate locations the use of banana leaves could be significantly more expensive than plastic. However, using local biodegradable products could be a good alternative in locations where bananas don’t grow.

The use of banana leaves to wrap food in has a long history. In some tropical regions of Mexico, tamales are wrapped in banana leaves. Hawaiians use banana leaves during pig roasts to protect the pig from the hot lava rocks. They are also used to wrap sticky rice in southeast Asia.

uncaptioned
Perfect Homes Chiangmai

Trevor Nace is a PhD geologist, founder of Science Trends, Forbes contributor, and explorer. Follow his journey @trevornace.

I am a geologist passionate about sharing Earth’s intricacies with you. I received my PhD from Duke University where I studied the geology and climate of the Amazon. I a…

Source: Thailand Supermarket Ditches Plastic Packaging For Banana Leaves

In-N-Out Billionaire Lynsi Snyder Opens Up About Her Troubled Past And The Burger Chain’s Future – Chloe Sorvino

1.jpg

Hamburger Lane is a quarter-mile, palm-lined stretch of Baldwin Park, California, 30 minutes east of Los Angeles. Halfway down the block, a low-slung building covered in gray siding sits behind a security fence. Knowing what’s inside the little structure helps explain the street’s unusual name. It’s the top-secret corporate test kitchen for In-N-Out Burger, the iconic West Coast chain. Lynsi Snyder, the company’s billionaire president, hovers over a set of double fryers and stove-top griddles…….

Read more: https://www.forbes.com/sites/chloesorvino/2018/10/10/exclusive-in-n-out-billionaire-lynsi-snyder-opens-up-about-her-troubled-past-and-the-burger-chains-future/

 

 

Your kindly Donations would be so effective in order to fulfill our future research and endeavors – Thank you

%d bloggers like this:
Skip to toolbar