“I’ve really enjoyed working with Scoop, the whole team are so friendly, approachable and knowledgeable. Nothing seems to be too much trouble. the team have helped us with every request we have had all while showing extreme patience. We have been very happy with our relationship across all facets including local press, national press and organising events. Overall a very positive experience with a cool bunch of people.”
Launching Popeyes® UK Restaurants Across the Nation
- Client: Popeyes® UK
- Brand Strategy, Communications, Launch Campaign
- Date:
Popeyes® UK, the fastest-growing QSR brand in the country, needed support to help achieve its ambitious expansion strategy, with an aim to open nearly one site a week in 2025 and double its national footprint.
Famous for its Louisiana fried chicken, Chicken Sandwich that broke the internet and long launch day queues, Popeyes® UK tasked Scoop with devising a creative PR & comms launch strategy to not only land new locations, but to be remembered.
Through our ongoing work with the brand, we have helped to launch 31 new restaurants this year (as of September), and continue to help bring the spirit of New Orleans to new communities across the UK.
The Challenge.
With 21 different regions to land in, the challenge isn’t one of scale, but of nuance. Is there already a Popeyes® in the city? Is there one in the county? Is the site a drive-thru? What channels do our target audiences consume the most? Are multiple launches happening in the same area at the same time?
All of these variations impact the strategy — rinse and repeat simply doesn’t work at this scale.
The Solution.
A bold and iconic name like Popeyes® UK attracts attention, but landing new restaurant launches is all about making sure target audiences connect with the brand – and show up in force.
From a full-service press office ensuring each launch gets several bites of coverage, influencer marketing tapping into hyper-engaged audiences, to bold activations like throwing a Popeyes® UK x Lab54 rave to launch a flagship site in Leeds, we create hype and land with impact.
Behind the scenes, this demands a hyper-tactical strategy, taking a deep dive into regional behaviours and preferences that shape each launch and impact our approach.
Our Approach.
No two places are the same, so neither are our launches – we flex our toolkit to match by choosing the right mix of the following key arsenal:
- Full Service Press Office – A series of targeted press releases from site announcements through to content-forward now open releases, complete with quotes from chicken fans queuing for their first taste. Plus, media invites to sample the menu and capture launch-day queues. Coverage that spans online, print and broadcast media without creating press fatigue.
- Influencer Marketing – Engaging influencers through paid and gifted strategies to produce fresh, exciting content. This spans from hosting hyper-local creators to briefing comedy influencers like JV & Biggs – who created a series to promote 5 Birmingham launches within two months to keep audiences engaged throughout.
- Creative Activations – For flagship moments, we manage creative activations from ideation through to implementation, like the pre-launch rave in Leeds with over 200 attendees, pop-ups in student-forward cities featuring DJs, free Chicken Sandwiches and merch, plus engaging sports-mad communities with personalised football shirt giveaways.
- Community Engagement – Driving footfall by connecting with different audiences in each location, from student accommodation and campus outreach, to dropping Chicken Sandwiches with local businesses, to adding family-friendly moments like face painters during school holidays.
What our clients say
John Gillespie, Phenix Salon Suites
“Scoop and the team really took on board what our aim was and worked with us throughout the period to deliver excellent results. Communication and updates were made very easy and we honestly felt It was well worth it! We have already recommended scoop PR to other business owners.”
Shaza Ul-Hassan, Frurt
“Pippa and her amazing team at Scoop helped us to connect with some great networks and partnerships in the Manchester and Cheshire area. The team always goes the extra mile to support on any project or task needed and have been a pleasure to work with helping us deliver some great quality press and influencer content during our peak booking months.”
Annie Ramrachia, Secret Spa
“I would highly recommend Pippa the team, they were a pleasure to work alongside and really impacted our marketing direction. The initial workshop created by the team was a fantastic way to gather the data around who we are as a business and where our strengths lie. Pippa and the team have their finger on the pulse with current marketing trends and I would highly recommend their services if you’re looking to expand your brand to new audiences, yet keep your current customers engaged in your product.”
Acacia Cairns, Partington’s Holiday Parks
“Pippa and her team originally worked with us to deliver the PR for the launch of our Manchester restaurant, but we’ve since expanded their remit to lead the PR & marketing for all of our venues nationally. The team really get stuck in, are a pleasure to work with, reliable and deliver incredible results across the board.”
Paul Goodale, PizzaLuxe
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