R&I’s 2007 Consumers’ Choice in Chains Awards: Chicken

Special Report: R&I’s 2007 Consumers’ Choice in Chains Awards: Chicken

By Staff -- Restaurants & Institutions, 9/15/2007

Chick-fil-A
Headquarters: Atlanta
President-COO: Dan Cathy
Units: 1,300
Average check: Not available
R&I Top 400 Chains rank: 24
Respondents aware of chain: 65%
Respondents who visited in previous 12 months: 21%
STRENGTHS: Sure, Chick-fil-A has an 87% awareness level in the South, where it is strongest, but in no other region does it score less than 50%. When consumers visit, they come back, as evidenced by a category-best 92% return-intent score. Its food-quality rating is high across the board.
WEAKNESS: As it opens in the West, it needs to build awareness with Asian consumers.

El Pollo Loco
Headquarters: Irvine, Calif.
President-CEO: Stephen Carley
Units: 371
Average check: $9.00
R&I Top 400 Chains rank: 70
Respondents aware of chain: 28%
Respondents who visited in previous 12 months: 5%
STRENGTHS: El Pollo Loco has connected with younger consumers: Among customers ages 26 or younger, 96% say they plan to return. Return intent also is high with Hispanic and Asian consumers. Menu variety gets high ratings from women, Millennials and lower-income customers.
WEAKNESS: Women are especially tough critics of the atmosphere.

Popeyes
Headquarters: Atlanta
President: Fred Beilstein
Units: 1,878
Average check: Not available
R&I Top 400 Chains rank: 32
Respondents aware of chain: 80%
Respondents who visited in previous 12 months: 18%
STRENGTHS: New menu items may have helped boost Popeyes’ food-quality and menu-variety ratings from last year. The chain retains its popularity (42% patronage in the past year) with African-American consumers. Customers with kids like the atmosphere.
WEAKNESS: African-American customers rate Popeyes’ food quality lower than do other ethnic groups.

How Chicken Chains Stack Up With Consumers