Dive Brief:
- Popeyes Louisiana Kitchen moved its Chicken Wraps from a limited-time offer to a permanent menu item, the brand said Monday.
- Popeyes is adding a new wrap sauce flavor, Blackened Ranch, to its Classic and Spicy wrap versions, replacing the Honey Mustard option available as part of the chain’s summer 2025 wrap LTO.
- The wraps, which consist of a chicken tender, pickles, lettuce, cheese and a sauce in a tortilla, will give Popeyes a snacking option for the afternoon daypart and help it compete with other QSR concepts that are developing snacking-specific menu items.
Dive Insight:
Popeyes is positioning the wraps, which are priced at $3.99, as a value play, according to the press release.
“Guests are looking for convenience without sacrificing great taste and value, which is why we're thrilled to be giving Popeyes Chicken Wraps a permanent place on the menu year-round,” Peter Purdue, Popeyes president for the U.S. and Canada, said in a statement.
Consumers can upgrade to a bundle — two wraps and a premium lemonade — for $9.99.
Restaurant Brands International’s primary focus for Popeyes is improving operations, CEO Joshua Kobza said on the company’s February earnings call.
But menu additions still play an important role, and RBI is “sharpening our core product focus, prioritizing offerings that define Popeyes and resonate with both new and legacy guests,” Kobza said.
Given that Popeye’s same-store sales decreased 4.9% in Q4, the chain is in need of a traffic lift, and a value-focused snacking option that works across multiple dayparts could provide one. Last summer, McDonald’s revival of its Snack Wrap led to a significant surge in traffic.
