Popeyes® is an iconic brand in the U.S., famous for its fried chicken. How would you describe the brand’s positioning in Italy, and what are its key strengths?
Popeyes® is all about crispy, mouthwatering fried chicken, crafted with a one-of-a-kind Cajun recipe straight from New Orleans. In Italy, we’re focused on delivering fresh, hand-breaded chicken marinated for 12 hours, ensuring top-notch quality and authenticity. Our vibe is about offering a bold, flavorful experience that’s quick, affordable, and fits right into Italy’s curious and open food scene, while still respecting the country’s rich culinary heritage.
What are Popeyes®’ expansion goals in Italy, and how do you plan to achieve them?
We’ve got big plans: 50 restaurants in three years, creating over 1,000 jobs. By the end of 2025, we’re aiming for 17 openings, including new spots in Rome like Nomentana and Tiburtina, plus our first franchise in Montesilvano. Our strategy mixes company-owned locations with franchising, following the successful Spanish model. We partner with financially solid, passionate franchisees and provide full support—from picking the perfect spot to killer marketing.
Why did you choose Rome as the hub for your expansion?
Rome’s the heart of Italian food culture and a prime market for us. After crushing it at Maximo Shopping Center, we’re doubling down with openings in vibrant, international neighborhoods like Nomentana. Our goal is to hit 10 locations in the capital by 2027, making Rome our main turf in Italy.
How does Popeyes® fit into the fried chicken trend in Italy?
Chicken’s the fastest-growing protein worldwide, and in Italy, Deloitte data shows a 13.3% annual growth in fast-casual dining from 2019 to 2024. Our high-quality, fresh chicken with a bold, unique flavor is riding that wave, especially appealing to younger crowds looking for something new and delicious.What’s Popeyes®’ approach to sustainability and connecting with the Italian market?
Starting in early 2026, we’re working to source 100% Italian chicken, tapping into the country’s top-tier supply chain. We’re teaming up with local suppliers to blend seamlessly into the Italian scene while keeping our commitment to quality and sustainability strong.
What communication strategies are you using to get the word out about Popeyes® in Italy?
We’re all about targeted digital campaigns, especially on social media, hitting hard before, during, and after openings. Offline, we’re partnering with big names like La Gazzetta dello Sport—think Rome Derby activations—to connect with fans. The real secret sauce? Doing things right: killer product, sharp attention to detail, and flawless operations bring customers in.
Why focus on shopping malls and smaller Italian cities?
Malls are where people hang out and have fun, making them perfect for our target, especially younger folks. Smaller cities like Turin and Montesilvano give us a loyal customer base that loves quality food in accessible spots, fitting our growth model like a glove.
What sets Popeyes® apart from other fast-food chains in Italy?
It’s all about authenticity. Our fresh, carefully crafted chicken, with a unique process for maximum crunch and flavor, stands out. Combine that with our focus on customers and ties to local communities, and we’re bringing something totally fresh to Italy’s fast-food game.
