Communications Brand Style Guide Importance of Brand Standards 3 How to use the Communications Brand...

This style guide was updated December 2016. Please check the online version for updates.

CommunicationsBrand Style Guide

The Importance of Brand Standards 3

How to use the Communications Brand Style Guide 4

General Information 5Popeyes Roadmap, Principles and Promise 6Leadership Team Proper Titles 7

Graphic Guidelines 8Brand Core Visual Elements and Primary Colors 9Popeyes Logos 10 - 11Trademarks 12Creative Asset Usage and Distribution 13

Internal Communication Guidelines 14Popeyes Guidelines for Internal Communication 15 - 18Overview of Brand Templates 19

External Communication Guidelines 20Popeyes Guidelines for External Communication 21-22

The Popeyes Dictionary 23Leadership Language 24 - 28Restaurant Related Language 29 - 33Acronyms and Abbreviations 34 - 35

Table of Contents

Brand Style Guide (last updated December 2016)Importance of Brand Standards3

Importance of Brand Standards

What comes to mind when you think about Popeyes? Is it the delicious food? Team members? Louisiana? Annie? The Popeyes brand is all of these things and more. Our Brand image is what comes to mind when people think about our restaurants, our food and our service. That image is defined by their collective perceptions and experiences, including the service from our team members, the tone of our advertising, the superior quality of our food and the appearance of our restaurants.

As ambassadors of the Popeyes brand, it’s our job to create a consistent brand image for both internal and external audiences. That includes everything from language and logos to food quality and guest service.

Brand Style Guide (last updated December 2016)How to use the Popeyes Brand Style Guide4

How to use the Communications Brand Style Guide

The way we talk about the Popeyes brand is important. Our commitment to brand consistency is also a commitment to our purpose, our principles and our people—we know that routine excellence in our restaurants starts with routine excellence from us.

Following this style guide keeps us true to our Louisiana heritage and helps us strengthen the Popeyes brand. You can use this guide any time you’re in need of a source for clear, correct and consistent guidelines when creating brand content.

Use this guide when… • Creating presentations • Writing memos • Communicating to a large audience • Communicating BOTH internally and externally • You have questions about Popeyes word usage or

capitalization

e.g., If you’re unsure whether “system-wide” should be hyphenated, look up the correct spelling in the Popeyes Dictionary.

This style guide is divided into four main sections: • General Information• Graphic Guidelines• Communications Guidelines• The Popeyes Dictionary

The Popeyes Dictionary is divided into three categories—Leadership Language, Restaurant-related Language, and Acronyms and Abbreviations—with each category organized alphabetically.

• Brand-accepted words are in boldface and the definitions and usage explanations are written to follow.

e.g., The Scoop Popeyes intranet site that warehouses information for all departments.

• Some words may be listed in multiple sections and will therefore have a note to direct the reader to the section where the word is defined.

e.g., PWLF Popeyes Women’s Leadership Forum (see entry in Leadership Language section for full definition)

• The entries are written as they should appear in copy. Meaning, the entries demonstrate the proper spelling, hyphenation and/ or capitalization of the word.

General Information

Brand Style Guide (last updated December 2016)Popeyes Roadmap, Principles and Promise6

Popeyes Roadmap, Principles and Promise

General Information

Our Roadmap guides us as a business. Its three pillars help shape our choices and actions, putting our team, franchisees and shareholders on the path to long-term success.

Our Principles

Our Promise

WELCOME YOU

INSPIREYOU

GROWYOU

CELEBRATEYOU

I can’t wait to join the Popeyes team

I feel like I’m part of something big.

I’m proud to work for Popeyes

I can learn new skills to grow personally and professionally

I feel appreciated and respected

Brand Style Guide (last updated December 2016)Leadership Team Proper Titles7

Leadership Team Proper Titles

General Information

Cheryl BachelderChief Executive Officer

John MerkinChief Operating Officer-US

Richard (Dick) LynchChief Brand Officer

Harold (Sonny) CohenGeneral Council, Corporate Secretary and Chief Administrative Officer

William (Will) MattChief Financial Officer

Lynne ZapponeChief People Officer

Andrew (Andy) SkehanPresident, International

Alice LeBlancChief Quality, Supply Chain and Commercialization Officer

Graphic Guidelines

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Brand Style Guide (last updated December 2016)Brand Core Visual Elements and Primary Colors9

Brand Core Visual Elements and Primary Colors

Graphic Guidelines

PMS 165 orangeC:0, M:59, Y:96, K:0R:245, G:132, B:38F58426

PMS 187 redC:0, M:100, Y:79, K:20R:196, G:18, B:48C41230

SECONDARY COLORSWant to use a color other than Popeyes orange or red? There are many more options in the Popeyes color palette!

For the full Popeyes color palette and guidelines for use of secondary colors, please see the creative Brand Standards Guidelines manual. Flip to p.13 for instructions on how to access this manual.

The Popeyes brand features several core elements that work together to create an energized look, feel and tone, and provide an essential framework for consistency. These elements include:

The Popeyes Color Palette A collection of approved colors that complement and energize our restaurants and guest touchpoints.The primary Popeyes corporate colors are PMS 165 orange and PMS 187 red. These are the colors used in all the official Popeyes brand logos.

The Louisiana Kitchen Seal Icon The seal icon symbolizes Popeyes quality and heritage. The Seal is an icon, NOT a logo. It should NEVER appear without the Dancing Letters logo somewhere on the marketing material. Also, the dancing “P” inside the seal should NEVER appear on its own.

The Popeyes Logos Our logo variations are our most widely recognizable and powerful brand identifiers, which are used in all promotions and communications to reinforce our quality food and service. Popeyes has three primary logos used to refer to the Brand: the Dancing Letters logo, the lock-up logo or the lozenge logo. See next page for examples and rules.

Fleur de Lis Icon A symbol identified with Louisiana that we use as a design element and a reminder of our heritage.

Imagery Visuals, including photography, icons and illustrations that represent Popeyes service, quality and diversity, and convey a sense of energy and purpose. Images should NEVER appear in black and white.

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Brand Style Guide (last updated December 2016)Popeyes Logos10

Popeyes Logos

Graphic Guidelines

• Always use the registered trademark symbol (®)

• NEVER use a TM symbol

• Using an apostrophe before or after the “s” is NOT acceptable under any circumstances

• The Dancing Letters should not be sized smaller than 0.5 inches in width

• The proportion of the logotype to the tag line lozenge should NEVER be altered

• The Louisiana Kitchen seal should NEVER be used as a logo without the Dancing Letters logo

• The Louisiana Kitchen seal should not be sized smaller than 0.5 inches in width

These three logos are used interchangeably depending on specific design applications. These logo files are available on the Communications page of The Scoop under Toolbox > Communications Style Guide and Template Toolbox.

The Lock-up LogoThis is a secondary logo for Popeyes, consisting of the Louisiana Kitchen seal and Popeyes Dancing Letters logo.

Louisiana Kitchen Lozenge LogoThis logo was created for use in limited space situations that require a horizontal logo such as signage, uniforms and promotional items.

The Dancing Letters LogoThis is the primary logo for Popeyes. It should appear in its entirety at least once on all communications or marketing materials.

http://thescoop.pcb.popeyes.com/departments/communications_pr/default.aspx?RootFolder=%2fdepartments%2fcommunications%5fpr%2fShared%20Documents%2fCommunications%20Style%20Guide%20and%20Template%20Toolbox&FolderCTID=&View=%7bD2078DEA%2dB14F%2d4A8C%2dAD87%2d72019E998DA3%7d

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Brand Style Guide (last updated December 2016)Popeyes Logos11

Graphic Guidelines

For full guidelines for use of logos, please see the creative Brand Standards Guidelines manual, which can be found on the Marketing folder on the P:drive.

Marketing > Public > Creative Services > Brand Guidelines > 2014 Brand Standards > 2014 Brand Standards Manuals

Listed are examples of what NOT to do with the Popeyes Dancing Letters Logo:

• The letterforms should never be altered in any situation and should NEVER be used without registered trademark symbols.

• Popeyes NEVER incorporates an apostrophe before or after the “s.”

No verticle or horizontal scaling of the letterforms

No photography or pattern background with use of the logotype

Unapproved without ® No cropping of the logotype

No unapproved colors No drop shadows

Popeyes Logos

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Brand Style Guide (last updated December 2016)Trademarks 12

Trademarks

Graphic Guidelines

Popeyes never incorporates an apostrophe before or after the “s”. This is done for legal reasons. “Popeyes” is the trademarked name of the company; therefore, using an apostrophe is NOT acceptable under ANY circumstances.

Trademarks and servicemarks, along with their appropriate notice symbols, are updated frequently. Please contact Creative Service or Corporate Legal for the most up-to-date trademark information.

Frequently-used United States trademarks and servicemarks, along with their appropriate notice symbols:

• Popeyes®• Popeyes Louisiana Kitchen®• Bonafide®• Food that Ignites Our Desire to Serve®• Louisiana Fast®• Popeyes® Bonafide® Chicken• Love That Chicken®• Sweet Heat®• $5 Bonafide® Big Box

Notes about specific servicemarksLouisiana Fast® is a tagline used ONLY in broadcast. This tagline should only appear in print as a reference but NEVER for creative purposes.

Love That Chicken® is a tagline and should not be altered in any way. The third word must ALWAYS be “chicken.” Examples of incorrect usage are Love That Popeyes® or Love That Biscuit.

Bonafide® is a term used to distinguish our bone-in chicken from our competitors. Bonafide® conveys the quality and authentic preparation of our chicken—marinated for 12 hours in Louisiana spices, then hand-battered and breaded, and served fresh. It is used in body copy as a product and platform descriptor for bone-in chicken items and should only be used in the following manner: Bonafide® chicken or Popeyes BONAFIDE® chicken. Please note that the “B” in Bonafide® should ALWAYS be capitalized and the word should ALWAYS appear with a registered trademark symbol.

Changing any of these taglines puts the registration marks at risk to be used and claimed by competitors for their own marks.

Third-party trademarksUse notice symbols and give form attribution to any third-party trademarks featured in Popeyes branded communications.

E.g., Minute Maid® and Fanta® are registered trademarks of The Coca-Cola Company.

Brand Style Guide (last updated December 2016)Creative Asset Usage and Distribution 13

Creative Asset Usage and Distribution

Graphic Guidelines

How to access creative assetsWe have uploaded approved Popeyes logos for you to use on the Communications Page of The Scoop.

In the “Toolbox” you will see a folder titled, Communications Style Guide and Templates. Here you will find the Popeyes logo files, along with brand templates and a electronic copy of this guide.

If you would like access creative assets outside of what is available on The Scoop, please contact Nan Higgins:[email protected] in the Creative Services department.

Approved vendor use of creative assetsAll material created by the vendor using creative assets, must be approved by the Brand.

More Guidelines for GraphicsThe full creative Brand Standards Guidelines manual can be accessed on the P:drive under Marketing > Public > Creative Services > Brand Guidelines > 2014 Brand Standards > 2014 Brand Standards Manuals

Sending assets to approved vendorsEvery asset sent to an approved vendor must be accompanied by an Intended Use of Artwork Letter.

Note: You can find this letter on the Communications page of The Scoop in the “Communications Style Guide and Templates” folder in the Toolbox.

Internal Communications

Guidelines

Brand Style Guide (last updated December 2016)Guidelines for Internal Communication 15

Popeyes Guidelines for Internal Communication

The Popeyes brand voice is…Authentic Proud Effusive SoulfulColorful Inviting Welcoming Spirited Real Louisiana Rooted in Tradition

When writing for the Brand, these characteristics can come through by keeping the written voice…

Optimistic Simple Upbeat Conversational Light hearted

Grammar Rules • Use commas to separate items in a series, but do not put a

comma before the conjunction.e.g., The Popeyes voice is authentic, simple and colorful.

• However, if the final item in a series contains a conjunction, put a comma before the closing conjunction.

e.g., My favorite Popeyes menu items are spicy tenders, shrimp, and red beans and rice.

• The “b” in “brand” should be in lowercase when the word appears after Popeyes.

e.g., The Popeyes brand voice is upbeat.

• The “B” should be capitalized when the word “Brand” stands alone and is acting as a synonym for Popeyes

e.g., The Brand voice is authentic.

Rules on using ® after Popeyes in body copy: The registered trademark symbol is only required after “Popeyes” in the first textual reference of the word in a document.

Examples of Brand voice Using collective pronouns like “we” and “our” demonstrates a welcoming voice. (see p. 20 for guidance on using “we” and “our” when referencing franchise restaurants)

e.g., We are celebrating our teams with some fun events.

Using quotes or anecdotes in your writing demonstrates a light-hearted, authentic and conversational voice.

e.g., Robin Williams once said, “Spring is nature’s way of saying ‘Let’s Party!’” For Popeyes this season, that saying couldn’t be more fitting!

Informational content can still echo the Brand voice. Making the sentences simple, short and to the point, lessens confusion for the reader and clarifies the information they care about.

e.g., While there are a few key changes, the two primary objectives of the program remain unchanged.

Internal Communications Guidelines

Brand Style Guide (last updated December 2016)Guidelines for Internal Communication 16


Directions on textual formatting for internal communication• Bold should be used when calling attention to a specific thought• Underlining should be used when text is a URL link• Italics should be used when referencing program titles, quotes or citing examples• ALL CAPS can be used when emphasizing ONE or TWO words• Highlighting should NEVER be used• Colored text should be used when the text is a headline or a title

Note: you should only choose ONE attention-calling effect. E.g., Do not use BOLD AND ALL CAPS on the same word/ sentence.

Rules for Numbers Write out the word for numbers 1-9. For any number 10 or above, write the figure.

E.g., I would like two mild tenders and 10 spicy tenders.

Writing percentagesAlways write the numerical figure followed by the percent sign.

E.g., Sales were up 6% last quarter.

Writing datesAlways write numerical figures without st, rd, th, or nd.

Correct:I would like to schedule a meeting for January 15, 2016.

Incorrect:I would like to schedule a meeting for January 15th, 2016.

Email Signature GuidelinesIt is extremely important to have contact information in your signature so that everyone has the ability to reach you. Your email signature must include:

• Name • Title • Contact Information (work phone and email)• Company Mailing Address

Note: customizable content should be professional. Please do not include background colors and designs in your email and be mindful of the receiver when attaching links, quotes, etc. to your email signature.

Example of approved signature line:


Your Name HereTitle400 Perimeter Center Terrace, Ste 1000 (or country-based address)Atlanta, GA 30346Office phone number and/or cell phone numberEmail Address

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Brand Style Guide (last updated December 2016)17

Writing the Brand name as Popeyes’ or Popeye’s or Popeyes’s only boosts the incorrect belief that we were named after the cartoon character Popeye!

The Do’s and Don’ts of Popeyes and the ApostropheThere should never, ever (ever) be an apostrophe before or after the “s” in Popeyes. Using an apostrophe in the word Popeyes is not only a violation of the trademark, but also creates incorrect possessive forms of the word.

• Popeyes is RIGHT!So long are the days we all remember from English class when you have to ask, “Do I put the apostrophe at the end? Is this plural or possessive?” Keep it simple – just write Popeyes!

• Popeyes’ is WRONG INCORRECT EXAMPLE:

e.g., “Our franchisees enjoyed the highest yearly sales and profits in Popeyes’ history”

CORRECT EXAMPLE:e.g., “Our franchisees enjoyed the highest yearly sales and profits in Popeyes history.”

• Popeye’s is WRONG Putting an apostrophe before the “s” in Popeyes implies that the noun is “Popeye” and that it possesses something.

P.S. Writing the Brand name like this only boosts the incorrect belief that we were named after the cartoon character Popeye!

Guidelines for Internal Communication



Brand Style Guide (last updated December 2016)The Popeyes Purpose18

Capitalizing Our PurposeOur brand purpose, “Food that Ignites Our Desire to Serve®,” should always be capitalized as follows:

Food that Ignites Our Desire to Serve®

Effective December 2016, our purpose statement is a trademarked phrase. Please be sure to include the registration mark (®) when writing our brand purpose in copy.

Note: The purpose statement appears in ALL CAPS in the logo version only.


The Popeyes Purpose Don’t Miss This!

Careful!It’s “…Our Desire to Serve”

Not “…the Desire to Serve”

Keep In Mind…The purpose should always be used together as one sentence.

Example of incorrect use: “Teams come together for Food that Ignites”



General Guidelines

Brand Templates

DOCUMENT TYPE TYPEFACE TYPEFACE SIZE TEMPLATE

POWERPOINT® Headline Copy: CalibriSlide Copy: Calibri

Headline: 35 pt.Slide Copy: 25-20 pt.

LETTER TEMPLATE Body Copy: Calibri Body Copy: 11 pt.

OFFICIAL MEMO Body Copy: Calibri Body Copy: 11 pt.

INTERNAL MEETING AGENDA

Headline: GeorgiaBody Copy: Calibri

Headline: 18 ptBody Copy: 11-12 pt

INTERNAL EVENT FLYER Headline: CalibriBody Copy: Calibri

Headline: 54 ptBody Copy: 16 pt

PRESENTATION COVER PAGE

Headline: Georgia Headline: 40 pt.Subtitle: 20 pt.Name: 20 pt. Date: 20 pt.

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TEXT FORMATTING GUIDELINES

Bulleted Lists:• Use this bullet first.

o Then this style.

� NEVER use this style. ¾ NEVER use this style. 9 NEVER use this style.

− NEVER use the dash.

Type Styles:• Bold should be used for headers or when calling attention to a specific thought• Italics should be used when referencing program titles, quotes, citing examples or notes• Underline words ONLY when they are a link to a URL• Use Colored text when writing a header or title• ALL CAPS should be used when emphasizing ONE or TWO words

Note: The more attention-calling effects you use, the harder it is for your audience to digest. Use sparingly and only when appropriate.

All template files are available for download on the Communications page of The Scoop under: Toolbox > Communications Style Guide and Template Toolbox.

http://thescoop.pcb.popeyes.com/departments/communications_pr/default.aspx?RootFolder=%2fdepartments%2fcommunications%5fpr%2fShared%20Documents%2fCommunications%20Style%20Guide%20and%20Template%20Toolbox&FolderCTID=&View=%7bD2078DEA%2dB14F%2d4A8C%2dAD87%2d72019E998DA3%7d

External Communication

Guidelines

Brand Style Guide (last updated December 2016)Guidelines for External Communication21

Popeyes Guidelines for External Communication

Grammar Rules• Popeyes should NEVER have an apostrophe before or after the “s”

e.g., Popeyes chicken is my favorite. (NOT: Popeyes’ chicken or Popeye’s chicken)

• Use commas to separate items in a series, but do not put a comma before the conjunction.

e.g., The Popeyes voice is authentic, simple and colorful.

• However, if the final item in a series contains a conjunction, put a comma before the closing conjunction.

e.g., My favorite Popeyes menu items are spicy tenders, shrimp, and red beans

External Communications Guidelines

The Popeyes brand voice is…Authentic Proud Effusive SoulfulColorful Inviting Welcoming Spirited Real Louisiana Rooted in Tradition

When writing for the Brand, these characteristics can come through by keeping the written voice…

Optimistic Simple Upbeat Conversational Light hearted

Communicating with Franchisees Founded in 1972 by Al Copeland, the Popeyes brand started franchising in 1976. Today, the majority of Popeyes restaurants are independently owned and operated. This is why it’s important to be mindful of how we address our franchisees.

When addressing franchisees or referencing our business model externally…

• The voice we use when addressing franchisees is not far off from the voice we use internally.

• We never refer to their restaurant as “our restaurant” because we don’t own it, the franchisees do.

• We use a conversational voice so that everyone can understand what we’re talking about.


Popeyes Guidelines for External Communication

Popeyes at a glanceThe Popeyes® brand was founded in New Orleans, Louisiana in 1972 and is the world’s second largest quick-service chicken concept (based on the number of units). Within the QSR industry, Popeyes distinguishes itself with a unique “New Orleans” style menu that features spicy chicken, chicken tenders, fried shrimp and other seafood, as well as jambalaya, Red Beans and Rice and other regional items. Popeyes is a highly differentiated QSR brand with a passion for its Louisiana heritage and flavorful authentic food.

Popeyes serves food the world craves and is continuing to expand its global reach. The Company operates and franchises over 2,500 Popeyes restaurants worldwide. Of the approximately 1,900 domestic franchised restaurants, approximately 70% are concentrated in Texas, California, Louisiana, Florida, Illinois, Maryland, New York, Georgia, Virginia and Mississippi. Of the nearly 600 international franchised restaurants, approximately 60% are located in Korea, Canada and Turkey. More than 50% of the company-operated restaurants are concentrated in Louisiana and Tennessee.

Popeyes Roadmap Our roadmap guides us as a business. Its three pillars help shape our choices and actions, putting our team, franchisees and shareholders on the path to long-term success.

The three pillars that support our Brand purpose of “Food that Ignites Our Desire to Serve,” are:

Louisiana Heritage The source of our relevant, distinctive brand.

Passionate Teams Our conviction that people drive restaurant profitability.

Routine Excellence Our commitment to consistent operational excellence in our restaurants.

External Communications Guidelines

The Popeyes Dictionary

Brand Style Guide (last updated December 2016)Leadership Language24

Leadership Language


Add-on sales The additional items sold to guests during their visit (e.g., beverages, dessert, side items)

AFC Enterprises The old parent company before we incorporated as Popeyes Louisiana Kitchen, Inc. (PLKI)

Annual Review Review with your manager where you will reflect on specific achievements and rate how you did in delivering your KPOs and demonstrating our Leadership Competencies and Principles

Audit A third-party food excellence audit at the restaurant with the RGM

Collaboration Build open and candid relationships inside and outside the organization; promote collaboration and remove obstacles to teamwork by listening and sharing information

Comp Sales the total amount of sales dollars for the week/for the restaurant

Diversity and Inclusion Council Cross-functional team that promotes Diversity and Inclusion throughout the company

Earnings Before Interest, Taxes, Depreciation and Amortization (EBITDA ) Overall revenue minus expenses

Employee Engagement The emotional connection and commitment an employee has to our brand and our goals

Employee Engagement Survey A confidential survey that measures the teams engagement through a series of questions that measure the extent to which employees feel passionate about their jobs, are committed to the organization, and put discretionary effort into their work

Earnings Per Share (EPS) A company’s profit divided by its number of common outstanding shares

Evaluation An operational excellence self-evaluation available online to RGMs

Fleur-de-Lis A symbol identified with Louisiana that we use as a design element and a reminder of our heritage

Guest Recovery The ability for empowered teams to solve service-related guest issues as they occur

H.E.A.R.T. Method The method and tool that restaurants are supposed to follow when resolving guest issues

International Franchise Conference (IFC) Popeyes annual conference designed to bring franchisees, their senior management, key partners and our corporate leadership together. The three-day event provides an interactive platform to inform franchisees about Popeyes strategic direction, celebrate franchisee’s successes, network and educate attendees on key initiatives.


Leadership Language


Innovate Provide thought leadership and create an environment that encourages innovation and creativity; be receptive to new ideas and respond to workplace changes with optimism

Key Operator (formerly known as the Operating Principal) is an individual approved by PLKI, who has full control over a restaurant’s day-to-day operations and performance, devotes his/her full-time and best efforts to supervising the restaurant, does not engage in any other business or activity that requires substantial management responsibility and otherwise satisfies any other requirements of PLKI.

Kickoff This is the annual company meeting for corporate employees to inform, educate and celebrate employees

Key Performance Objective (KPO) Written goals ensure that we’re all working on priorities, the things that make the biggest impact on moving the business ahead

Learning Consultant A field-based member of the Training team, that serves as a Brand Champion and strategic training partner to the Regional Directors of Operations (RDOs), Franchise Business Leaders (FBLs), and franchise operators, to help franchisees achieve measurable results for execution and impact of brand initiatives. Their primary role responsibilities include the regional delivery of training in support of major brand initiatives for all levels of restaurant management, as well as the administration and tracking of certified training restaurants and managers.

Learning Event An in-person, classroom-based training session lead by a Popeyes Learning Consultant. Each Learning Event is an opportunity to gain or reinforce new knowledge and skill in areas important to the success and growth of the Popeyes system, while also allowing participants to work and share new ideas with their peers.

Learning Hub (also known as the Popeyes LMS, or Learning Management System) this is an online application that delivers, documents, tracks and reports against eLearning courses and training programs for all levels of the Popeyes system

Lead From The Heart (LFTH) A two-day interactive leadership development workshop where attendees are equipped with tools, tips and resources to begin transforming how you lead self, the business and your team.

Leadership Team (LT) Popeyes executive team (See page 7 for proper titles)

Market Champions Above Restaurant Leaders (ARLs) who work with operations in testing products for possible LTOs.

Messaging Influence stakeholders by delivering clear and well organized presentations that are fact based and transparent.

Mid-Year Review In July/August range you will meet with your manager to reflect on what you’ve achieved so far and your manager will give you feedback and coaching


Leadership Language


ONE Technology A brand initiative to establish a comprehensive common technology platform to unify the system

Percent Change vs. Year Ago (PCYA) Comparing (by whatever metrics you choose) the percent change from a year ago

Personal Development Plan (PDP) To be successful in your current role and to prepare for future opportunities, you’ll need specific skills and experiences. Your PDP is clear on what you want to achieve and how long it will take. First you think about your career goals and what you need to do to prepare for those goals. You and your manager will discuss your PDP and the support you’ll need to achieve it. Your PDP is a living document with goals, actions and metrics to chart your progress.

Popeyes Emerging Leaders Forum (PELF) A business resource group that represents young professionals who have a strong desire to learn and grow. The PELF mission is to help members develop into future Servant Leaders by inspiring growth in character and leadership competencies, participating in community volunteerism, building community and celebrating members’ successes.

Popeyes International Franchise Association (PIFA) A membership organization consisting of Popeyes domestic franchise owners. Their mission is to protect the interests of the franchise partner community, and to work with the parent company to preserve the system’s integrity, spirit and one-of-a-kind recipe.

Popeyes Multi-cultural Alliance (PMCA) A business resource group that fosters support and open dialogue around the challenges facing each of us through the lens of multi-cultural individuals within the Popeyes community

Popeyes Fanatics! A business resource group that brings Popeyes culture to life through social and community activities and builds strong relationships across the organization. They focus on company-sponsored events and contests, community service activities and opportunities to share personal interests.

Popeyes Roadmap Our roadmap guides us as a business. Its three pillars help shape our choices and actions, putting our team, franchisees and shareholders on the path to long-term success. The three pillars that support the roadmap are: Louisiana Heritage: the source of our relevant,

distinctive brand Passionate Teams: our conviction that people drive

restaurant profitability Routine Excellence: our commitment to consistent

operational excellence in our restaurants

Popeyes Restaurant Execution Survey A brief survey at the beginning of each LTO that evaluates product execution

Powered by Popeyes Popeyes wellness program, which aims to inspire and engage employees in various activities to control health care costs, reduce absenteeism and disability, improve morale, reduce stress, lower employee health risks, and educate and empower


Leadership Language


Popeyes Women’s Leadership Forum (PWLF) A business resource group for both women and men, whose mission is to foster the leadership development of Popeyes women to build competencies, character, confidence and community

Principles Our principles form the foundation of our company. They guide our behaviors and set the standard for how we are expected to perform on a day to day basis. The principles are:

• We are passionate• We listen and learn• We use facts to decide• We help others succeed• We own it• We value humility

Pulse Survey A confidential, shorter version of the full Employee Engagement Survey; it is considered a check-in to follow-up on results and action planning from the full survey

Purpose Food that Ignites our Desire to Serve (Please see page 17 for guidelines on using the purpose statement)

restaurant Our restaurants should never be referred to as “stores” or “units”

RGM Page A page on The Scoop that serves as a one-stop location for RGMs to learn about upcoming LTO’s, planning for major promotions and important upcoming dates and events. It also includes links to the RGM Scorecard, video and written training materials for tools available to them (e.g., job aids for the LTO’s, easy access to the Brand Standards and Operating Procedures and a broad selection of resources)

RGM Scorecard A snapshot of restaurant performance; updated each period and accessed via a portal on The Scoop (on the RGM landing page), it is divided into four quadrants with key, familiar metrics that are equally weighted to determine the overall system rank of a restaurant. The four quadrants are:

• Employee Engagement• Guest• Operations• Financials

Restaurant Support Center (RSC) The Popeyes Atlanta Headquarters (formerly known as GSC)

Servant Leader A leader that places the team’s and brand’s success before their own

Service Basics Popeyes guest experience programs designed to focus on key areas of service, based on guest data and insight


Leadership Language


Same Store Sales (SSS) The amount of sales we had at restaurants that have been open at least 65 weeks; sometimes presented as a total dollar amount, or sometimes as a percent (when it is a percent, it is the percent difference from the same time period last year)

Strategic Thinking Create and communicate a common vision and translate it into broad strategies and specific objectives and action plans

Survey Champion A designated individual that serves as a single point of contact to manage the entire Employee Engagement Survey process within their organization. This person works closely with the Popeyes Engagement Survey team to prepare for a survey launch including providing data to our survey provider and verifying organization structures, as well as administrating reports, providing training and monitoring the action planning process.

system-wide Referring to all Popeyes restaurants in the system

Team Member We never refer to restaurant team members as “crew” – they should be called Team Members

The Scoop Popeyes intranet website that warehouses information for RGMs and business departments

Transactions The amount of register transactions, regardless of how many orders are on each bill

Voice Action Planning “Voice” stands for “Voice of the Guest”

Voice of the Guest Popeyes guest survey program that measures guest feedback and provides data and insights for each restaurant’s service experience.

Brand Style Guide (last updated December 2016)Restaurant-related Language29

Restaurant-related Language


ArrowStream A software solution for the supply chain that allows restaurants to make product commitments for LTO products. Note: the “A” and “S” are always capitalized

baker’s mitt Insulated Glove used for handling hot items

basket fryer Fryer used for products fried in a basket

bird cage Stainless steel heat shelf where chicken is held for serving

Bonafide® a menu platform used to distinguish our bone-in offerings. Bonafide® conveys the quality and authentic preparation of our chicken—marinated for 12 hours in Louisiana seasonings, then hand-battered and breaded, and served fresh

Bonafide® Chicken Popeyes freshly prepared bone-in chicken that is marinated in Popeyes signature Louisiana seasonings, then hand-battered and breaded in our uniquely Southern crispy coating

bone-in Popeyes famous mild or spicy bone-in chicken (available: wing, leg, thigh or breast)

brix Syrup to water ration in a drink dispensing system

brix cup Plastic cup used to determine the syrup to water ratio

bus pan 5” and 7” deep plastic or stainless steel containers with lids used to hold prepared products while in the cooler

Butterfly Shrimp Premium Butterfly Shrimp, marinated in authentic Louisiana seasonings and breaded in a crispy crust. At participating locations only

Buttermilk Biscuit Popeyes signature buttery, flaky biscuit

Cajun Fish Tender, premium whole-fillet whitefish seasoned in our own savory blend of Louisiana spices then served up crispy in our Southern-style crumb breading. At participating locations only

Cane Sweeeet Iced Tea™ Popeyes fresh brewed Cane Sweeeet Iced Tea is made with 100% cane sugar from a special blend of orange pekoe and pekoe black teas from the Far East and South America; available either by the glass or by the gallon

chef’s knife Large knife used to slice or chop product

Chicken Po’Boy Two Handcrafted Tenders on a French baguette with lettuce, pickles and mayo

Chicken With Your Change Optimum speed of service; the product order is ready when the guest receives their change




chub A pre-portioned amount of product that is packaged in heavy-gauge plastic. Some chubs of product arrive at the restaurant frozen (e.g., Red Beans, Cajun gravy); other chubs are delivered to the restaurant and refrigerated

chub warmer Kitchen equipment used to heat and hold chubs

Cinnamon Apple Pie Fried pie dessert served in restaurants

Code-Date The process of filling out a Product Control Slip; the information includes the preparation date, expiration date; quantity prepared, and initials of the preparer

colander Metal or plastic bowl with multiple holes used to drain water from washed products

Combos Popeyes meal that includes chicken with a Signature Side, a Buttermilk Biscuit and a drink

cook’s spoon Long handled spoon used to stir product

Corn on the Cob Optional side item

crown The upper half of a bun

cup-side Bony underside of the thigh and breast pieces

daily prep sheet Form to enable production personnel to plan and organize production of products on a daily basis

drain board flat tray used to drain washed chicken in the seasoning sinks or the metal shelf attached to the front of the fryers

drop Production call for fried products, designates the amount to produce (e.g. a four-drop is 4 legs, 4 thighs, 4 breasts, and 4 wings)

dual line Two level stainless steel counter that holds chicken and biscuits on the top and side items underneath. Packagers may work from either or both sides. Double product is not requires as all products may be reached from either side.

easy over A service system where cashier and packagers work back-to-back. The fry line is on the backside of the service counter. Product is stored on the chicken racks over the fryers and passed over to the front line using the “easy over” method.

Family Meals Choice of 8, 12 or 16 pieces of Bonafide® Chicken, plus Signature Sides and Buttermilk Biscuits; available with spicy, mild or mix and match

First In First Out (FIFO) food rotation method

fryer Stainless steel receptacle (heated by gas or electricity) that holds shortening for fried foods

fry basket Rectangular-shaped wire basket used for containing products during frying




food trays Paper trays used for transporting and serving certain food items

guest (NOT customer or consumer)

goggles Splash-proof plastic eye covering used to protect the eyes from seasonings and other safety hazards

hair restraints way of holding back hair for team members working in the restaurant

Handcrafted Tenders Blackened Mild Spicy

Hawaiian Punch® Non-carbonated beverage option; available either by the glass or by the gallon

heel The bottom half of a bun

holding time Maximum amount of time a heated or prepared product may be held before it is no longer a quality product; products exceeding holding times must be discarded

ice bath A product container placed into another container that is half-full of ice to maintain the products at a refrigerated temperature

insert Plastic or metal container used to hold prepared product for storing in the cooler, and serving from the steam table. Plastic inserts are the only container that may be heated in the microwave.

I.S.T. Inter-Store Transfer

kill date Indicates the date of kill and the freshness of chicken

ladle Long handled utensil with a portioning cup attached to the end used to portion many side items

Limited Time Offer (LTO) Items that have been determined to be a strategic brand fit and merit inclusion on our marking calendar because they adhere to guest interest

Loaded Chicken Wrap A Handcrafted Tender wrapped up with Red Beans and Rice in a warm cheddar tortilla

Mardi Gras Cheesecake Popeyes dessert featuring a slice of chilled cheesecake decorated with confectionary confetti

menuboard Lists menu items in restaurant or drive-thru

menu strip A ‘strip’ of material that has been printed with the name of a menu item. Menu strips are placed in the menuboard and are used to communicate menu offerings to the guest. Menu strips are available for drive-thru menuboards.




neoprene gloves (PPE) Heavy weight gloves approved for safety; used when seasoning, filtering, boiling-out or when working with chemicals (also known as “hot gloves”)

ounce scale A device used for weighing ounces of product for recipes

Product Control Slip (P.C. Slip) used to monitor product information, such as quantity of product, and expiration time

pan holder Metal device for handling hot pans; should be used while wearing baker’s mitts

Pecan Pie Popeyes dessert featuring large pecan pieces combined with a rich, sweet tasting filling made from fresh eggs and pure brown sugar on a flaky home-style crust

Popcorn Shrimp Tender, crispy popcorn shrimp seasoned in Louisiana herbs and spices then served up crispy in our unique Southern style breading

pass back A service system where a counter divides the order takers and the packagers. Order tickets are “passed back” to the packagers.

POS system (or Point of Sale system), this is a computer used to execute guest transactions for ordering and cash tendering; also provides data for management purposes

Q.C. bars A Quality Control Bar is a metal angle shaped piece (L) with a number etched in it, used to holding times

reading Information on sales, product usage and labor, printed out in the form of a report by the P.O.S. system for a particular period of time

Restaurant Team Member A Popeyes employee that works in a restaurant (Note: NOT Crew Member)

Rip’n Chick’n One of Popeyes most popular LTOs, features all-white meat chicken breast cut into strips; made for ripping apart and dipping into a Signature Dipping Sauce

rush A time period with a high concentration of sales

S.D.S Formally known as M.S.D.S., Safety Data Sheets are used to provide employers and employees with the information to help them use a chemical substance or mixture safely. MSDS identifies the substance(s) or concern and potential hazards. It describes precautions for use, handling and storage. It also gives procedures for emergency situations.

scoops Utensils used to portion food items from inserts on the steam table

Seafood Po’Boy Popeyes sandwich featuring popcorn shrimp or premium whole-fillet fish on a French baguette, with lettuce, pickles and tartar sauce

serving tray A plastic tray used to carry guests orders

shelf life The maximum allowed time that a product may be held in the restaurant for preparation or sale




shortening Frying oil used in deep fryers to cook fried foods

Signature Sides These are the official names of our signature sides: Cajun Fries Cajun Rice Cole Slaw Green Beans Jambalaya Macaroni & Cheese Mashed Potatoes Onion Rings Red Beans & Rice

Signature Dipping Sauces These are the official names of our sauces: Bayou Buffalo™ Blackened Ranch BoldBQ™ Cocktail Mardi Gras Mustard™ Ranch Sweet Heat™ Tartar

skimmer A screening device used for removing food particles from hot shortening

small wares Utensils used in preparing or serving products (scoops, ladles, measuring cups, etc.)

spork A plastic-eating utensil designed to resist breaking that combines the tines of a fork with the cup of a spoon

Stacking The placement of chicken after it has drained; chicken is stacked in this order: legs, thighs, wings and breasts (thighs and breasts are stacked cup-side down)

station Each major functional area within the restaurant is referred to as a station. For example, order taking and cashiering is referred to as the Service Station; preparation of side item products is referred to as the Prep Station; preparation and cooking of fried products is referred to as the Batter-Fry station and so on.

tongs Long, 2 prong metal utensil used to pick up food products

waste items items that are discarded because they do not meet our standards

waste chicken Chicken that has exceeded the holding time and has been pulled from the service line

wire batter basket Basket used for removing products from batter or shortening

Brand Style Guide (last updated December 2016)Acronyms and Abbreviations34

Acronyms and Abbreviations


ARL Above Restaurant Leader

AUV Average Unit Volume

BOH back-of-house

CQSR Chicken Quick Service Restaurant

DFR Domestic Franchise Restaurant (also: username for The Scoop login)

DMA Designated Market Area

EBITDA Earnings Before Interest, Taxes, Depreciation and Amortization (see entry in Leadership Language for full definition)

EPS Earnings Per Share (see entry in Leadership Language for full definition)

ERG Employee Resource Group

FBL Franchise Business Leader

FIFO First-In First-Out food rotation method

GAAP Generally Accepted Accounting Principles

G&A General and Administrative Expenses

HAACP Hazard analysis and critical control points

H.E.A.R.T. Method Hear, Empathize, Apologize, Resolve, Thank (see entry in Leadership Language for full definition)

HHU Hot Holding Unit

IFC International Franchise Conference (see entry in Leadership Language for full definition)

I.S.T. Inter-Store Transfer

KPO Key Performance Objective (see entry in Leadership Language for full definition)

LC Learning Consultant (see entry in Leadership Language for full definition)

LFTH Lead From The Heart (see entry in Leadership Language for full definition)

LMS Learning Management System

LOP Legal Operating Partner

LTO Limited Time Offer (see entry in Restaurant-Related Language for full definition)

LT Leadership Team (see page 7 for more information about members and proper titles)

MAC Marketing Advisory Council

MIG Merchandising Implementation Guide

M.S.D.S. Material Safety Data Sheets (see entry in Restaurant-Related Language for definition)

NOLA New Orleans, Louisiana (the birthplace of Popeyes)

Brand Style Guide (last updated December 2016)Acronyms and Abbreviations35

Acronyms and Abbreviations


PCYA Percent Change vs. Year Ago (see entry in Leadership Language for full definition)

PDP Personal Development Plan (see entry in Leadership Language for full definition)

PELF Popeyes Emerging Leaders Forum (see entry in Leadership Language for full definition)

PIFA Popeyes International Franchise Association (see entry in Leadership Language for full definition)

PLKI Popeyes Louisiana Kitchen Inc.

PMCA Popeyes Multi-Cultural Alliance (see entry in Leadership Language for full definition)

PMC Popeyes Management Certification

POP Point of Purchase

POS Point of Sale (system)

POV Point of View (weekly, special and international email update)

PPE Personal Protective Equipment

PUMP Popeyes Utility Management Program

PWLF Popeyes Women’s Leadership Forum (see entry in Leadership Language for full definition)

QA Quality Assurance

QC Quality Control

QSR Quick Service Restaurant

RDO Regional Director of Operations

RGM Restaurant General Manager

ROP Restaurant Operating Profit

RSC Restaurant Support Center (see entry in Leadership Language for full definition)

SMG Service Management Group

SMS Supply Management Services

SSS Same Store Sales (see entry in Leadership Language for full definition)

VOG Voice of the Guest (see entry in Leadership Language for full definition)

WIP Work in Process

YTD Year-to-Date

For feedback, questions and comments, contact:

Madison B. Easton Communications Specialist404-735-7128 [email protected]

Communications Brand Style Guide Importance of Brand Standards 3 How to use the Communications Brand...

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