- Popeyes announced on Friday it would roll out a new logo, restaurant design, and food packaging.
- The chain’s new look is part of “The Modern Popeyes Renaissance,” a larger initiative to expand the chain’s presence around the world.
- Popeyes has been able to defy the odds and continue making a large profit during the pandemic, setting it apart from other fast-food chains and putting in a solid position to start expanding.
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At a time when many restaurants are being forced to scale down or cut back, Popeyes is launching an ambitious global expansion starting with a brand new look.
On Friday, the fried chicken chain announced in a press release sent to Business Insider that it would roll out a new logo, store design, and food packaging look as part of “The Modern Popeyes Renaissance,” a larger plan to expand the chain’s presence around the world. Popeyes’ global expansion will begin aggressively in China, where it plans to open over 1,500 restaurants in the near future.
“Today Popeyes is formally introducing a refreshed brand identity including an updated logo, new iconography, revived color palette, and more. It was time for Popeyes to translate its Louisiana roots with a more modern approach,” a Popeyes spokesperson told Business Insider in an email.
The redesign was led by design firm Jones Knowles Ritchie, and the new stores will feature a white exterior and palette and hand-drawn iconography. Their interiors will be sleeker, brighter, and airier, with colorful decals on the wall.
The continued success of Popeyes’ sandwich has allowed the brand to defy the odds and post a 29% year-over-year sales increase during the first quarter. It’s the only fast-food brand to continue seeing gains through the pandemic as other chains struggle to hold on to plummeting sales. And despite the ongoing pandemic, Popeyes opened its first location in China to throngs of eager fans on May 23.
Popeyes’ major wins in the last few months have given the chain’s leaders the confidence to forge ahead with expansion plans. Its “Renaissance” is designed to create a brand that’s sustainable beyond the hype for its chicken sandwich.
That’s why even the logo has changed. The wordmark logo features thicker, straighter letters, and has dropped the red for a cleaner look. The combination mark has been transformed from a red “P” encircled by the words “Louisiana Kitchen” into the white silhouette of a chicken on an orange background orange. Food packaging will also look different and will feature hand-drawn patterns.
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