Visits the week of the launch were up 12.3% compared to the equivalent week in 2019, but this was in line with visit growth seen the week prior, indicating that the period was more responsible for the jumps than the new offering. The expected ‘decline’ will need to be understood within the same frame of reference as the year over year drops from home improvement leaders Home Depot and Lowe’s, where the initial surge was so significant that it created a boost that pushed the brands higher than years prior.Īnd, interesting product launches like the chicken nuggets may not be enough to stem this shift. This is a reality even in spite of significant weekly visits growth compared to 2019 equivalents. The standard set in that month will likely push Popeyes into a visit decline compared to its 2019 equivalent for the first time in 2019 – not because of any weakness for the brand but simply due to the unique heights hit following the chicken sandwich launch. Yet, the biggest test is coming in August – the month in 2019 that marked the initial launch.
During the first seven months of 2021, Popeyes averaged 19.9% visit growth compared to the equivalent months in 2019, with July showing a 22.4% increase.
Looking at visits for Popeyes in 2021 compared to 2019 shows a clear and consistent trend of growth – even during months when visits to most QSR leaders were still limited by the pandemic’s effect. So, using the launch of Popeyes’s new chicken nugget offering as an excuse, we dove back into the data from some of the chicken wars’ primary protagonists. The rise experienced by Popeyes was so significant that it catapulted the chain into visit levels that reset the standard for the brand. If the chicken wars of summer 2019 taught us anything, it’s that a healthy chicken sandwich obsession is warranted.
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