Popeyes Overhauls Agency Team to Stabilize Brand Messaging and Reverse Sales Decline

Popeyes is reshaping its agency partnerships as part of a broader effort to stabilize the struggling fast-food brand and reconnect with price-conscious consumers. The chain appointed Anomaly as its creative agency of record in the U.S., marking a significant shift in its marketing infrastructure designed to improve operational consistency and reinforce messaging around affordability.

New Agency Lineup

Anomaly, a Stagwell-owned shop, replaces McKinney, which served as the creative agency of record since 2023. The selection reflects Anomaly's standing for producing "audacious, resonant work" and its track record in the food and beverage sector, according to the announcement. The agency already works with other quick-service restaurant brands, including Buffalo Wild Wings.

Beyond the creative appointment, Popeyes has made several other agency changes. LaForce takes on the role of lead U.S. communications agency, Angry Butterfly becomes the creative agency of record in Canada, and Massive Rocket joins as the data and CRM partner. Jeffries Consulting managed the U.S. search process, while Graphic Content Consulting handled the Canadian selection.

Strategic Priorities Driving the Shift

The agency restructuring reflects parent company Restaurant Brands International's three-part turnaround strategy for Popeyes: strengthening in-restaurant execution and service quality, emphasizing core menu items such as chicken tenders and sandwiches, and establishing a unified message centered on value and affordability. The new agency partners will also work to highlight Popeyes' Cajun and Creole culinary heritage.

Massive Rocket will leverage artificial intelligence and first-party data to strengthen the brand's customer relationship management and loyalty programs. LaForce will develop an earned media strategy intended to reinforce Popeyes' cultural standing and culinary authenticity.

Context: Recent Performance Challenges

The agency changes arrive as Popeyes confronts its most difficult financial period in years. In the first quarter, U.S. comparable sales fell 6.5%, while system-wide sales declined 3.9% for the three-month period ending March 31. The brand faces intensifying competition in the fried chicken category and broader economic pressures affecting the quick-service restaurant industry.

Popeyes once held significant influence in the industry, catalyzing the chicken sandwich competition that persists today. However, its market position has weakened amid rising food costs and consumer sensitivity to pricing.

Matt Rubin, Popeyes' U.S. and Canada chief marketing officer, stated: "Popeyes is built on bold Louisiana flavor and a deep connection to our guests. These partners were chosen to help us do what we do best, better: bringing our food quality and brand character to life consistently for every guest, every visit." Rubin, who has spent over a decade at Restaurant Brands International, assumed the top marketing role at the start of the year after serving as Popeyes' chief digital officer.