Marketing

Popeyes tries long-distance drive-thru

The chain is offering free chicken to customers who make a 12-hour drive from Fort Stockton, Texas, to New Orleans.
Photograph courtesy of Popeyes Louisiana Kitchen

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.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Financing

5 lessons from Starbucks' comeback plan

The Bottom Line: The company’s latest revitalization plan offers several ideas that struggling restaurant chains can use to get back into customers’ good graces. Here are five such lessons.

Emerging Brands

Mezeh hopes to ride Mediterranean wave

This fast-casual concept is working to raise brand awareness as consumers increasingly embrace the healthful flavors of shawarma, hummus and harissa.

Financing

Price may not be the only thing hurting restaurant traffic

The Bottom Line: An aging population could be putting some pressure on industry sales, as older people tend to eat out less often.

Trending

More from our partners