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The Fast Food Icon Sets Sights on Global Markets with Aggressive Expansion Plans.The world can’t seem to get enough of Popeyes’ signature fried chicken, and the brand has big plans to satisfy that demand worldwide. Following a period of impressive international growth, Popeyes is gearing up for continued global expansion in both new and existing markets.
Since its acquisition by Restaurant Brands International (RBI) in 2017, Popeyes has seen remarkable international success, growing from over 500 international locations generating around $300 million in annual sales to nearly 1,300 restaurants with systemwide sales exceeding $1 billion. In fact, Popeyes reported a 19.4% increase in same-store sales in the second quarter of this year, further signaling the brand’s strong momentum.
Popeyes’ Expansion Strategy: Breaking into Global Markets
Popeyes has been making waves in various international markets. In 2019, the brand entered Spain with the help of a Burger King operator, and since then, it has expanded to 140 restaurants in the country. Spain remains a key market for future growth, with many more opportunities on the horizon.
Over the past three years, Popeyes has opened more than 50 restaurants each in the United Kingdom and India, demonstrating the brand’s growing presence in these high-potential markets. In France, Popeyes has quickly established a foothold with 16 new units launched in just over a year.
New Market Success: New Zealand and Costa Rica
Among Popeyes’ most impressive recent debuts is New Zealand, where the brand opened its first restaurant earlier this year. The location is expected to generate $6 million in annual sales, making it one of the strongest market debuts in the brand’s history.
In Costa Rica, Popeyes opened its first location in July, and the response was overwhelming—nearly 1,800 transactions were processed on the restaurant’s first day alone.
RBI’s Global Vision for Popeyes
Joshua Kobza, CEO of Restaurant Brands International, has been vocal about Popeyes’ potential for growth in both established and emerging markets. “We’ve got some big markets that are starting to get to relevant scale,” Kobza said in an interview with QSR Magazine. He pointed out the success in countries like Spain, the U.K., and India, where expansion is ramping up rapidly. At the same time, new markets continue to perform exceptionally well.
Looking ahead to 2025, Kobza shared that these markets will be pivotal in driving the company’s growth strategy. “We’re opening some new markets as well, and the results in those markets have been really encouraging,” he added. Popeyes’ international operations will play a critical role in achieving RBI’s projected 4% unit growth in 2024, with even more growth expected in the years to come.
Acquisition of Popeyes China: A Key Growth Market
One of the most significant moves in Popeyes’ recent history is its expansion into China. In July, RBI announced that it had acquired Popeyes China for $15 million, marking a major investment in the brand’s future in one of the fastest-growing quick-service restaurant markets globally.
Popeyes made its initial entry into China in August 2023 and currently operates 14 restaurants in Shanghai. This expansion is just the beginning, as RBI plans to invest heavily in local teams and restaurant development to accelerate growth in this critical market.
“So in Popeyes, we were really encouraged by how the brand was received initially,” said Kobza. “The shift is for us to ensure it has the capital and support it needs to realize its full potential.”
China is set to become a cornerstone of Popeyes’ global strategy, and RBI is confident in the brand’s ability to thrive there. “We’ll be working on building up the team and development pipeline to make sure we’re growing at a pace that makes sense,” Kobza emphasized.
Continued Expansion in North America
While Popeyes is expanding aggressively abroad, it hasn’t taken its eyes off its home market. The brand ended Q2 with 3,086 restaurants in the United States, with plans to reach 4,000 units across the U.S. and Canada by 2028. In addition to increasing its footprint, Popeyes aims to boost profitability for its U.S. franchisees, targeting earnings close to $300,000 per unit.
Why Popeyes’ Expansion Matters for the Global Fast-Food Industry
Popeyes’ rapid expansion, both in established and emerging markets, is not just about increasing the number of restaurants—it’s about tapping into new revenue streams and catering to evolving consumer preferences. The brand’s ability to adapt its menu to local tastes while maintaining its core offerings has been crucial to its international success.
In markets like India, where local preferences differ from traditional American fast food, Popeyes has introduced innovative products that appeal to local consumers while still staying true to its brand identity. This approach allows Popeyes to win over new customers without alienating its core base.
FAQs About Popeyes’ International Growth
1. What are Popeyes’ international expansion goals?
Popeyes plans to continue expanding into new and existing markets worldwide, with a particular focus on high-growth regions like Spain, the U.K., India, France, New Zealand, and China.
2. How has Popeyes performed in new international markets?
Popeyes has seen strong performance in markets like Spain, where it has opened 140 restaurants, and New Zealand, where its first location is expected to generate $6 million in annual sales.
3. What role does China play in Popeyes’ growth strategy?
China is considered one of the fastest-growing quick-service markets, and Popeyes plans to expand rapidly there with significant investment in local teams and restaurant development.
4. What is Popeyes’ goal for U.S. expansion?
Popeyes aims to grow its U.S. footprint to 4,000 units by 2028 while also increasing profitability for its franchisees.
5. How has RBI contributed to Popeyes’ growth?
Since acquiring Popeyes in 2017, RBI has driven international expansion, growing the brand from 500 international locations to nearly 1,300 and increasing systemwide sales to over $1 billion.
6. What markets are key to Popeyes’ future growth?
Spain, the U.K., India, and China are among the key markets for Popeyes’ continued growth, with plans for further expansion in these regions over the next few years.
Conclusion: A Global Powerhouse in the Making
Popeyes is well on its way to becoming a global fast-food powerhouse. With aggressive international expansion plans, strategic market entries, and the backing of Restaurant Brands International, the brand is poised for sustained growth in both established and emerging markets. As Popeyes continues to bring its iconic fried chicken to new corners of the globe, its footprint—and fanbase—are set to grow significantly.
