Popeyes' '12-Hr Drive Thru' Spotlights Its 12-Hour Marinated Chicken
Laura McQuarrie — October 24, 2018 — Marketing
References: 12hrdrivethru & foodandwine
One of the main reasons that fast food drive-thrus exist is so that consumers can quickly grab a meal while they are on the go. With its '12-Hr Drive Thru,' Popeyes is turning this notion on its head, all as a means of promoting its 12-hour marinated chicken.
On a remote road in Texas, Popeyes set up only a drive-thru ordering station, noting that orders for its 12-hour marinated chicken would promptly be ready upon a driver's arrival in New Orleans.
In the same way that individuals and groups of people alike embarked on long journeys for menu items from Popeyes, people will have the chance to experience the 12-Hr Drive Thru for a limited time in November—and those who commit to making the trip in advance have the opportunity to win a year of free chicken.
On a remote road in Texas, Popeyes set up only a drive-thru ordering station, noting that orders for its 12-hour marinated chicken would promptly be ready upon a driver's arrival in New Orleans.
In the same way that individuals and groups of people alike embarked on long journeys for menu items from Popeyes, people will have the chance to experience the 12-Hr Drive Thru for a limited time in November—and those who commit to making the trip in advance have the opportunity to win a year of free chicken.
Trend Themes
1. Remote Fast Food Drive-thrus - Consumers value convenience and are willing to travel for unique fast food experiences.
2. 12-hour Marinated Chicken - Food marination techniques are being used to create distinctive flavors and promote brands.
3. Limited Time Experiences - Creating time-limited events can generate excitement and incentivize customer engagement.
Industry Implications
1. Fast Food - Fast food chains can explore remote drive-thru experiences to attract customers and stand out from competitors.
2. Food and Beverage - The use of unique food marination techniques can be employed by companies to differentiate their products and create a competitive advantage.
3. Hospitality and Tourism - Offering limited time experiences, like the 12-Hr Drive Thru, can entice travelers to visit specific destinations, boosting local economies.
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