The sandwich is made with hand-selected bread, slathered in the same butter as their biscuits, and topped with fresh pickles. Starting way back in 2016, care went into creating a delicious sandwich. Whether the Popeye’s sandwich is better than the infamous Chick-fil-a sandwich is a separate debate (more on that later…), but it is an arguably good product that sold out within the first two weeks! Groundbreaking, I know, but it is a lot easier to create buzz around something that is inherently good. The first key to marketing is to actually have a high-quality product. Apex Marketing Group estimated Wednesday that Popeyes reaped $65 million in equivalent media value as a result of the Chicken Sandwich Wars.īut how exactly did they do it? How did Popeye’s spike sales up 10.2% and see its strongest growth in 20 years from one simple sandwich? In this post, we explain how Popeye’s leveraged marketing to create wildfire with its chicken sandwich. In August when the sandwich was first released, you could not surf social media without seeing some mention of it. With the release (and then rerelease) of its chicken sandwich, Popeye’s hit a marketing goldmine. The sound for this video inspired a number of lip-dub videos, as well as videos in which TikTokers mimic the style of it, doing something that results in their vision blurring and passing out, although the majority do not have to do with Popeyes biscuits explicitly (examples shown below, left and right).AdAge awarded Popeye’s as the No.2 marketer of the year, and for good reason. The video gained over 2.9 million views in two weeks. He reaches for a drink but falls to the ground before he can reach it (shown below). On March 10th, 2021, TikToker posted a skit in which he says "ooh Popeyes biscuits," takes a bite of a biscuit, then screams as everything around him goes blurry due to the dryness. On April 9th, 2018 YouTuber CashNasty uploaded a video taking the challenge, garnering over 1.1 million views in three years (shown below, right). For example on September 28th, YouTuber La Guardia Cross uploaded a video taking the challenge, garnering over 224,000 views in four years (shown below, left). The trend soon took off, with other YouTubers uploading similarly titled videos over the coming years and gaining significant success. On July 27th, 2016, YouTuber Leroy or Elroy uploaded a video titled, "Popeyes 'No Drink' Biscuit Challenge With Kayla!" in which the two attempt to eat 12 biscuits without drinking water, struggling to do so (shown below). On August 23rd, 2020, TikToker uploaded a video captioned "Popeyes biscuit with no bev" in which he eats a biscuit then feels extreme thirst, garnering over 6.7 million views in roughly a year (shown below).
On July 28th, 2017, Facebook page All Def posted a video edit titled "When You Eat A Popeyes biscuit With No Drink" in which a man with a Popeyes biscuit for a head chokes another man, garnering over 17,000 reactions and 6,700 comments in four years (shown below). On November 14th, imgur user miork uploaded an image macro reading, "Her: Choke me daddy Me: *feeds her Popeyes biscuits wit no drink*," garnering over 68,000 views and 1,800 points in roughly five years (shown below, right). For example, on March 23rd, 2016, Twitter user posted "Popeyes biscuits with no drink feels like" along with another image of someone being chocked, garnering over 330 likes and 500 retweets in five years (shown below, left). On February 11th, 2015, Redditor u/ItsDavidsBacon posted the meme to /r/BlackPeopleTwitter, garnering over 1,300 upvotes in six years.Įxaggerating the dryness of the biscuits has since become a go-to joke in Popeyes memes.
This is the earliest known meme joking about the dryness of Popeyes biscuits.
FunnyJunk user CptSoapMacTavish posted an image macro, originating from a now-deleted tweet, featuring an image of someone being choked with top-text reading, "When you eat Popeyes biscuits With Nothing To Drink" (shown below). When You Eat a Popeyes Biscuit With Nothing to Drink The video gained over 1.9 million views in eight years and inspired a number of remixes on YouTube and Vine (example shown below, right). On June 15th, 2013, YouTuber Marcel Adams uploaded a video in which he eats some Popeyes, claiming it will "bless your soul," then holds up a biscuit and shrieks with excitement (shown below, left). Spread These Biscuits Will Bless Your Soul Some of the earliest memes relating to Popeyes biscuits are image macros referring to how good they are, appearing online around 2013 (example shown below). The buttermilk biscuits (shown below) have remained one of their most popular menu items. The restaurant has since become a worldwide chain, with over 3,000 locations.
On June 12th, 1972, the first Popeyes restaurant, at that time called Popeyes Chicken & Biscuits, opened in Louisiana.
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