According to Bruno Cardinali, North America Marketing Director for Popeyes Louisiana Kitchen, the BYOB: Bring Your Own Bun
campaign was welcomed and supported by consumers on social networks while the restaurant chain worked on recovering the official Chicken Sandwich, so popular that it had temporarily run out of ingredients.
“Even though we knew from prior consumer tests that we had something really good on our hands that fans would love, the craze over our new Chicken Sandwich exceeded our expectations and our fans took it to the next level and showed us how much they truly love our brand and our food” Cardinali said.
To bridge the gap in Chicken Sandwich availability, Popeyes invited its clients to bring their own buns and with a three-piece tenders order, make their own sandwiches
. To promote the idea, the brand launched a video that shows clients meeting that challenge.
“Our guests love to show us on social media all the creative ways they love to love our food, from making their own chicken biscuits with tenders and honey to crispy chicken legs dipped in mashed potatoes and gravy. So we wanted to give our guests a fun way to enjoy our food in sandwich form while we work to bring the official Chicken Sandwich back to our restaurants” he said.
The restaurant network would echo the video campaign. "From our social media team we understand that our guests understood the concept and objective of the idea. Or course that our guests are craving and asking for our new chicken sandwich to be back in our restaurants, and we’re working tirelessly to bring it back to our restaurants as soon as possible" Cardinali said.