Popeyes Louisiana Kitchen put a drive-thru order board and speaker along a highway just outside of Fort Stockton, Texas.
The window, however, is 12 hours away: Popeyes’ flagship location on Canal Street in New Orleans.
The extra-long drive-thru was designed to shine a light on how long the chain marinates its chicken. “We wanted a fun way to celebrate that we have always marinated our chicken for at least 12 hours,” Popeyes CMO Hope Diaz said in a statement.
The drive-thru officially opens at noon on Nov. 9 and will take orders through noon the next day, assuming customers make the 12-hour drive to New Orleans.
Popeyes is also giving away 12 months’ worth of free fried chicken to 12 customers who either make the 12-hour drive to New Orleans or share the chain’s YouTube video advertising the drive-thru on Twitter.
Customers apply to make the 12-hour drive on the company’s website, which notes that the prize awarded is $360 worth of Popeyes gift cards.