"Popeyes, it seems, no longer wants to be in the chicken business. That's not to say that the fast-food chain will stop dishing out poultry. Never fear, it's still going to be doing plenty of that.
With its newest product lineup, the company is showing that it has ambitions loftier than merely selling us fried chicken, however delicious those sandwiches might be.
At the end of January Popeyes rolled out its very own fashion line. That is, if you consider a fast-food work uniform to be chic.
Popeyes has grown up and gotten a taste of the big time. Now it's seeking to be a lifestyle brand. Will customers buy it? Maybe. After all, we are the nation that lined up around blocks for its spicy chicken sandwich. We Instagrammed the dish like we were being paid to do it and then turned on one another when supplies ran out. Maybe we will want to don a $30 tunic that the company claims is "as classic as our 3-piece tenders and as hot as our spicy dressing." Perhaps the $20 cap emblazoned with the chain's logo could become the must-have accessory for spring.
On its website hawking the goods, the company is hitting a very cool-girl fashiony note. It has minimalist styling, real-people models (they're actual employees) and of-the-moment branding. The line is dubbed "That Look from Popeyes."
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