Popeye’s local franchisee eyes strong finish in fastfood race

What hamburgers did for McDonald’s and roasted chicken for Kenny Rogers in the Philippines, will Cajun-inspired fried chicken be able to do for Popeye’s Chicken and Biscuits?

Local Popeye’s franchisee Presidio Foods is convinced that, yes, there is room in the Filipino diner’s stomach for their unique and flavorful Cajun dishes. Popeye’s is a world-renowned quick service restaurant from the United States with banner products that include "New Orleans style" fried chicken – big, juicy, crispy and full-flavored –with soft and fluffy buttermilk biscuits, Cajun side dishes and delicious buttered seafood offerings.

"Our chicken is marinated with special seasonings and spices, dipped in a special Cajun batter, then fried to perfection," explains Presidio Foods operations director Vic Gregorio. "The flavor isn’t just on the chicken, it’s in the chicken, and so you can eat the chicken with or without gray or seasoning. The secret to the taste is the seasonings and spices mixed in the batter, and in the care and attention that we apply in the frying process."

Late November 2001, Presidio Foods, Philippine’s Popeye’s franchisee (incidentally part of the group which also owns local franchisee for Kenny Rogers Roasters and Seattle’s Best Coffee) opened two Popeye’s stores in the Philippines, one in SM Southmall in Las Piñas, the other at Robinson’s Metro East, just barely four months after becoming a franchise partner. Because it usually takes six months to a year after contract-signing for a franchisee to open a store, Presidio Foods’ lady boss Bernadine Siy received the "International franchisee of the Year" award from Popeye’s Chicken and Biscuits president Jon Luther during the last Popeye’s international franchisee convention in New Orleans, USA. The recognition was another shining proof of the Filipino’s management excellence.

The chain’s root date back 30 years ago, when New Orleans native Al Copeland saw an opportunity to banner his New Orleans Style Fried Chicken and unique Cajun-inspired dishes to serve the growing "flavor-seeker" market. He opened his first Popeye’s Chicken and Biscuit branch in 1972 in his native New Orleans, Louisiana, USA. In April 1976, Popeye’s opened its first franchise restaurant. Since then, it has become one of the major success stories in the US food service industry. Today, Popeye’s is the leader in the Cajun segment of the food service industry and is the world’s second largest quick-service chicken concept. It has more than 2,000 stores spread over 42 US states, the District of Columbia, Puerto Rico and 21 other countries, including the Philippines, achieving worldwide sales of approximately $1.3 billion in 2001.

In Asia, Popeye’s is fast becoming "the friend chicken chain to beat" due to its phenomenal growth and the very good acceptance of its product taste and menu offering in the region. It is now the no. one and biggest fried chicken fast food chain in Korea with over 200 stores and is the fastest-growing food chain in Indonesia with almost 30 stores in just 14 months.

Popeye’s Chicken and Biscuits, a division of AFC Enterprises Inc., began 2002 by winning two prestigious industry awards honoring the chain’s culinary excellence and customer service. First, Restaurant Business magazine named Joe Scafido, Popeye’s menu and marketing officer, as the winner of the 2002 Menu Strategist Award in the Quick Service category in recognition of his high quality and distinctive menu that sets the Popeye’s concept apart. The second award that Popeye’s won is for customer service. Restaurant and institutions named Popeye’s the Gold Label winner in its choice and chains Customer Satisfaction Awards based on a national survey of restaurant customers who rate chains of seven key attributes: food quality, menu variety, value, service atmosphere, cleanliness and convenience.

In the Philippines, very good feedback from customers for its first few outlets have prodded Presidio to plan out at least four to five more stores before this year ends. With three stores up in SM Southmall, Robinson’s Metro East and the latest, in the second floor of New Farmer’s Plaza, Araneta Center, word is fast spreading around about this new and exciting concept. This September, a fourth store will open at the 4th Floor Cinema Level of Robinson’s Galleria and a fifth will open in October in the Lower Level of the Filinvest Mall, in Alabang. Two more stores are slated to open in November and these stores will be in the new SM Bicutan mall and in Greenhills Shopping Center.

"It will definitely be a very busy last quarter for Popeye’s," beams Gregorio. "With more branches coming up, we expect more and more Filipinos will be able to try out, enjoy and crave for Popeye’s Cajun Fried Chicken and Buttermilk Biscuits." Just like those who have already tried Popeye’s, Gregorio believes that these new customers will also love Popeye’s other signature New Orleans dishes like the Jambalaya, a seasoned rice dish similar to the Spanish paella, and red beans and rice. As for the side dishes, customers have a choice of coleslaw, popcorn shrimp, the famous Cajun rice or mashed potatoes with Cajun gravy.

"Menu variety is one thing Popeye’s is proud of," notes Gregorio. "We probably have the most varied menu line in the fast food category today." With its very unique varied and very flavorful dishes served in a fun atmosphere at affordable prices, Presidio Foods believes it won’t be long before Popeye’s Chicken and Biscuits will give other fast food restaurants in the country a run for their money.