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Popeyes

Generating Hype & 16 Hour Queues at Popeyes® Newest Venue in Manchester

American fried chicken restaurant, Popeyes® UK, brought in Scoop to build hype ahead of its newest restaurant launch in Manchester and create a sense of FOMO for local people. 

Objectives

Launch Popeyes® UK first restaurant in Manchester, growing the fam by driving anticipation and FOMO using local media and influencers

 

Cement the brand in the city using our network of local businesses and partners & get people to want to try Popeyes® UK more than ever

What we did.

The Manchester launch was huge news not only as a major city target for Popeyes®  UK, but everyone was super hyped for the brand’s arrival – including media and foodie content creators. 

To maximise visibility for the brand, we recommended and collaborated with Manchester-based foodie content creator Only Scrans. Through strong relationships, and having the perfect content fit for their followers, we also negotiated impactful organic assets with local media title Manchester Finest centred around the collaboration. Only Scran’s national reach enabled us to get the word out beyond Manchester and via partnering with Manchester’s Finest, this helped us to amplify the foodie-filled content to wider audiences across Manchester. 

The video showcased Only Scrans making his own Chicken Sandwich, trying the iconic menu and receiving his exclusive Orange Card which grants him free Popeyes® UK for a year. In turn this produced some of Popeyes® UK best performing content due to the amplification from Manchester’s Finest, with the Only Scrans Instagram reel reaching 1.3m views and 25.2k likes. 

As part of launch activity, we invited local press to a media preview with all titles eager to be the first to view the venue including Manchester’s Finest, Eat MCR and Manchester Evening News. Each media title had a dedicated slot which enabled them to speak to the leadership team, get involved in making their own Chicken Sandwich and try the mouth-watering menu. As a result, we saw over 20 pieces of social coverage go live, generating over 1.2M views collectively.

Next, we invited local foodie and lifestyle influencers into the venue to try the Popeyes® ‘shatter crunch’ for themselves, which generated 60+ pieces of coverage. To level up the soft launch, we also brought Popeyes® UK’s popular online ‘Winner Winner Chicken Spinner’ to life with a bespoke IRL wheel where guests could spin for the chance to win top prizes including ‘Free Chicken Sandwiches for a Year’. This helped us to engage those attending the soft launch and build excitement for launch day. 

The hype generated via the Only Scrans partnership, and from the media & influencers previews, saw people start queuing from 6:30pm the night before – over 16 hours before doors officially opened. Key media returned for launch day to interview the first in the queue and experience the spirit of New Orleans through a brass band – The Brass Funkeys, Mardi Gras dancers and free Chicken Sandwiches! 

As a result of the campaign, queues continued to form right throughout launch week and beyond.

“Thanks so much for this week Scoop team! Great opening this morning, and so much press and influencer coverage” – Georgie Ross, Senior Marketing Manager

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Brand, Business Profiling, Launch