Popeyes' New Chicken Sandwich Will Launch at Sweet Dixie Kitchen
Grace Mahas — August 8, 2019 — Marketing
Popular fast-food chain Popeyes is leveraging an interesting viral story to launch its new Chicken Sandwich - the company has decided to debut the sandwich at a trendy brunch restaurant in Long Beach, California, called Sweet Dixie Kitchen.
The campaign features Kim Sanchez, the owner of Sweet Dixie Kitchen, who admits her restaurant was serving Popeyes chicken and presenting it as its own. The ploy was discovered by a savvy customer who posted his discovery online, instantly become a viral story that birthed the hashtag #Popeyesgate.
To capitalize on the viral Internet sensation, Popeyes "decided to acknowledge their admiration" and has partnered with Sweet Dixie Kitchen to prematurely launch its new Chicken Sandwich on August 8th and 9th, three days before the official, nation-wide launch at Popeyes.
The campaign features Kim Sanchez, the owner of Sweet Dixie Kitchen, who admits her restaurant was serving Popeyes chicken and presenting it as its own. The ploy was discovered by a savvy customer who posted his discovery online, instantly become a viral story that birthed the hashtag #Popeyesgate.
To capitalize on the viral Internet sensation, Popeyes "decided to acknowledge their admiration" and has partnered with Sweet Dixie Kitchen to prematurely launch its new Chicken Sandwich on August 8th and 9th, three days before the official, nation-wide launch at Popeyes.
Trend Themes
1. Viral Marketing Campaigns - Popeyes' use of a viral story to promote their new Chicken Sandwich highlights the effectiveness of viral marketing campaigns.
2. Brand Admissions - Popeyes' partnership with Sweet Dixie Kitchen highlights the potential for brands to admit to mistakes and still be successful.
3. Fast Food Collaborations - Popeyes' partnership with Sweet Dixie Kitchen demonstrates the potential for fast food chains to collaborate with small businesses for innovative product launches.
Industry Implications
1. Fast Food - Popeyes' launch of their new Chicken Sandwich highlights the potential for innovation in the fast food industry.
2. Local Food - Popeyes' collaboration with Sweet Dixie Kitchen demonstrates the potential for fast food chains to partner with and support local food businesses.
3. Marketing and Advertising - Popeyes' use of a viral story to promote their new Chicken Sandwich highlights the potential for innovative marketing and advertising techniques in the industry.
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