Popeyes Chief Brand Officer, Dick Lynch, to Step Down Following Acquisition by Restaurant Brands International (RBI)
29 3월 2017 - 10:00PM
Business Wire
Popeyes Brand Differentiation Crafted by
Lynch Helped Fuel Nine Years of Success
Popeyes today announced that Richard H. Lynch (Dick), the
company’s Chief Brand Officer, will step down following the close
of the acquisition of Popeyes by Restaurant Brands International,
Inc. Lynch, the architect of Popeyes Louisiana brand
transformation, which was the foundation for the turnaround at
Popeyes, is moving on from Popeyes.
After choosing to leave Popeyes after nine years, Lynch has
continued to work closely with the incoming leadership team to
ensure marketing and brand continuity through the transition. He
has been heavily involved in the development of Popeyes marketing
succession plan including the selection process for its new chief
marketing officer.
“Dick has been a catalyst for Popeyes remarkable growth over the
past nine years” said Cheryl Bachelder, former CEO of Popeyes. “His
relentless focus on creating a product that our guests crave,
coupled with his ability to recognize and develop talent at the
restaurant support center, have been invaluable to the success of
the brand."
During Lynch’s tenure at Popeyes, the share price has moved from
$7.55 to the purchase price of $79, an increase of 946%. His
decision to transform the Popeyes brand by focusing on Louisiana
Heritage as a differentiator has shaped every aspect of the
business including culinary innovation, marketing, advertising,
employee experience, guest experience, communications and investor
relations, becoming the engine for its business success.
“The health of the Popeyes brand, along with sustainable
Louisiana brand differentiation led by Dick and his team, were
among the factors that drew our attention to Popeyes,” said Daniel
Schwartz, CEO of Restaurant Brands International. “Lynch leaves
behind a legacy of success and growth. He and his team have laid a
firm foundation upon which the brand can continue to grow for years
to come.”
When Lynch first began with Popeyes, he set out to reenergize
the brand by immersing it in the rich culinary heritage of
Louisiana, introducing an aggressive calendar of product innovation
that resulted in the introduction of 33 new products all directly
tied to that heritage. This immediate redefinition of the brand
served as the all-important foundation for Popeyes record growth
over the next 9 years in which the share price closed at an
all-time high despite turbulence in the QSR industry.
Throughout his years at Popeyes, Lynch assembled a stellar team
of marketing and advertising experts and used his keen eye for
talent to elevate those already in the Popeyes system whose skills
had been underutilized. Together, Lynch and his team created a
national marketing strategy featuring the now iconic Popeyes
spokesperson, Annie, a move which, coupled with a nearly 300%
increase in advertising spend, bolstered the brand image. Today
Annie stands as one of the most recognizable promotional
personalities in television advertising.
During this time, the Popeyes brand has also achieved the
following:
- 8 consecutive years of same-store sales
growth
- Top line annual unit volumes (AUVs)
have increased by 45% from $1 million to $1.45 million
- Guest satisfaction has jumped nearly
10%
- The Popeyes system has grown from 1,860
locations to nearly 2,700 in 2016
- A share price increase from $7.55 to
the purchase price of $79.00
“When I was first approached about joining the Popeyes team, it
was clear that the brand’s history and heritage were
underleveraged,” said Lynch. “There was a significant opportunity
to claim a space that even then we knew would elevate the brand. It
was a transformative strategy that turned Popeyes into an
unstoppable force, building quarter after quarter of same-store
sales increases even while the economy struggled. It has been my
distinct pleasure to work with the Popeyes leadership team in this
ambitious endeavor and I look forward to my next venture.”
Corporate Profile
Popeyes Louisiana Kitchen, Inc. is the franchisor and operator
of Popeyes® restaurants, the world's second-largest Quick-Service
Restaurant ("QSR") chicken concept based on number of units.
Popeyes has nearly 2,700 operating restaurants in the United
States, three territories, and 25 foreign countries. The Company's
primary objective is to deliver sales and profits by offering
excellent investment opportunities in its Popeyes brand and
providing exceptional franchisee support systems and services to
its owners. Popeyes Louisiana Kitchen, Inc. can be found at
www.popeyes.com.
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Media:Coltrin & AssociatesFrank Garcia,
212-221-1616Frank_Garcia@Coltrin.com
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