I dropped my jaw this morning when I read an article about Popeyes’ newest sandwich release. “I don’t think that’s ever been done before,” I said out loud.
It’s a Cajun Flounder Sandwich for $4.49 that launched today (Feb. 11, 2021). If you’re afraid to order it for fear you won’t like it, you can purchase “sandwich insurance” for 15 cents. Then, if you don’t like the sandwich, you can replace it with their famous chicken sandwich.
Really? Brilliant, if for no other reason than it’s unheard of. The analytical skeptic in me wonders if that’s really kind of a BYGO promo, where the “get one” isn’t really free… it’s 15 cents. As in buy a fish sandwich for 15 cents extra and get a chicken sandwich to boot. Unless you have to cough up your fish sandwich before you can get the chicken sandwich. But I digress.
I think of it as “flavor insurance,” and it’s a tremendous gimmick to get folks to try something new. The timing of this LTO coincides with Lent season.
I was so captured, I announced the novel idea to my husband, who was on his computer between Zoom meetings and only half paying attention. I framed the announcement as a brilliant Lent promo. With only half his brain engaged, he smelled something fishy. “If that’s a Lent promotion, those who buy the fish sandwich aren’t going to pay 15 cents extra for the insurance that promises them a chicken sandwich that they were trying to avoid in the first place.”
Bubble burst. But the logic doesn’t have to make sense if this campaign was really mainly about getting free publicity. The insurance, after all, was only for opening day. Popeyes sent out a press release about it, as any chain would do. But the insurance twist garnered some buzz. I googled Popeyes fish sandwich insurance 2021 and found articles on it on Bloomberg.com; chicagotribune.com; today.com; CNN’s wire service Mercurynews.com; and many local news station’s websites. Mission accomplished. And I’ll bet the company is not losing money over this.
I think this is an award-winning publicity campaign. Would any other brand dare develop their own me-too version? Probably not a good idea. Popeyes got the corner on this one. And I might add that fish was the perfect specimen for a flavor insurance promo, because more folks are squeamish of fish sandwiches than of burgers or chicken sandwiches.
At any rate, let the fish LTOs begin, and let them all be crispy.
Tell me what you think.
Jody
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