Foreign Trade University

THE MARKET RESEARCH

POPEYES CHICKEN RESEARCH

Teacher: Mr. Curious Charbel

Ho Chi Minh, Wednesday 21 Oct, 2022

 Table of Contents

A. INTRODUCTION ..................................................................................... 3

1. About Popeyes ....................................................................................... 3

2. Objectives Of Survey ............................................................................. 3

B. RESREACH METHODOLOGY AND DATA COLLECTED ................ 4

1. Method ................................................................................................... 4

2. Data Collected ........................................................................................ 4

C. DATA ANALYSIS ................................................................................... 7

1. ) .............................................................................................................. 7

2. ) Other analysis ...................................................................................... 9

D. RECOMMENDATION .......................................................................... 12

1. Key findings. ........................................................................................ 12

2. Marketing Campaign............................................................................ 12

3. Business Management.......................................................................... 14

E. OTHER GRAPHS ................................................................................... 15

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 A. INTRODUCTION

1. About Popeyes

Popeyes Louisiana Kitchen is an American chain of fried chicken fast food restaurants

founded in 1972 in New Orleans, Louisiana. Popeyes has more than 2,500[5] restaurants

in 40 states, and 30 countries worldwide. Popeyes first came to Viet Nam in Jan 2013 and

has expanded to 19 locations in Ha Noi & Ho Chi Minh after 3 years.

Pic1: 14 stores in HCMC

Source:https://ippgroup.vn/en

2. Objectives Of Survey
Fried chicken is a very popular fast food in Vietnam. The large source of customers, and
the demand helps the fried chicken business market in Vietnam to be very potential.
Since then, attracted a lot of investors, and famous foreign fast-food brands to
participates. Therefore, our team chose to analyze Popeyes chicken fast-food restaurant
service.
• Defining what customers experience and evaluating the quality of service.
• Summarizing all the answers and creating a campaign suitable for the customers.
The main goal of this campaign mainly focused on increasing awareness to drive sales in
terms of Popeyes’ chicken.

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 B. RESREACH METHODOLOGY AND DATA
COLLECTED
1. Method
Scale of survey: The young people in HCMC. Because Vietnam ranks 14th among the
populous countries in the world, with more than 96 million people and a young
generation dominating structure, the characteristics of the young people in Vietnam in
general and HCMC. Source: Vietnam - Wikipedia, https://www.gso.gov.vn/wp-
content/uploads/2022/01/Lao-dong-12.2021-EN.pdf
This survey was conducted over 24 hours period from 15 September to 16 September
2022. It was conducted completely through “Google form” by utilize simple random
sample and multi-stage sample. The survey form was sent to a class-group chat and social
media groups of young people. The recipients selected answer in many ways like
multiple choices, checkboxes, likert scale and multiple choices grids. The information
collected included both quantitative and qualitative data.
In our survey, we researched and collected customers’ habits of fast food specially fried
chicken, a fast food very popular in Vietnam. From that, several managerial
recommendations have been proposed for managers of Popeyes chicken to develop
appropriate marketing strategies that impact on young people.
Total of sample: 50 unit, almost is young people 18-24.
2. Data Collected
The sample size is 50, which is appropriate to present the population. As secondary data
above, we decided to divide into ages into 3 groups 13-17, 18-24 and 25-30. Because of
the age corresponding with occupation, 13-17 students who study in secondary, and high
school. Next,18-24, who study at college and can work part-time, so they have enough
money to spend. Finally, 25-30, who are still young people, and have stable jobs already.
But this survey was aimed at young people aged 18 to 24 for two reasons: (1) People in
their 18s are equipped with certain common knowledge, and (2) young people in this age
group have the highest concentration of health. From 18 to 24 age account for 78% in

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total, following by people aged 25-30 take about 16%, and finally 13-17 about 6%. Men
accounted for 46% of the sample and female accounted for 52% of the sample, and other
only about 4%. Respondents who come to Popeyes about 1-2 times a month is 40% of the
sample, respondents who come to Popeyes about 3-4 a month is 30%, about 5-6 times
accounted for 12%, and respondents who come to Popeyes up to 7 times a month is 18%
of the sample. (The figure 1.1)

Frequency come to Popeyes Chicken

25 120%

20 100%
80%
Frequency

15 Frequency
60%
10 Cumulative
40% Moving average
5 20%
0 0%
1-2 times 3-4 times 5-6 times up to 7 times

The figure 1.1

The standardized questionnaire is used to collect the data. The questionnaire contained
three sets question. The first set consisted of 3 separate questions regarding of personal
information such as name, age, gender. The second set of questions used to know about
customers’ habit. To measure the overview of Popeyes Chicken, five-point Likert scales is
used for rating the service performance and quality in final set questions of the
questionnaire. This set of question allowed us to determine the demographics of the sample
and facilities analysis of variance later. The next section will analyze the data and discuss
the key findings.

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No Variable Type of elevator

1 Name Nominal

2 Age Interval

3 Gender Nominal

4 The frequency you come to Popeyes Chicken Interval

5 Do you prefer to order combo or Alacarte? Nominal

6 Type of order food Nominal

7 How much money you spend for Popeyes Chicken? Interval

8 Overview review of Popeyes Chicken: Likert Scale

Staff
Products
Space
Sanitary
Marketing Campaign

9 Evaluate return of customers Likert Scale

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 C. DATA ANALYSIS
1. )
Initially, we want to find out that how the respondents rated the five dimensions of Popeyes
Chicken. Therefore, we conducted the descriptive analysis to find that how the respondents
rated each dimension of Popeyes Chicken.

Descriptive Statistics

Mean Median St. Deviation Skewness Kurtosis

Staff 3,76 4 0,87 -0,083 -0,76

Products 3,98 4 0,77 0,034 -1,28

Space 3,66 4 0,82 0,260 -0,75

Sanitary 3,72 4 0,86 0,182 -0,95

Promotion 3,88 4 0,89 -0,112 -1,082

The table 1.1

It can be realized from the table 1.1 that mean of Products is the highest (3,98) which
means more respondents appreciate to the taste of the products such as sauce, fresh
chicken, than other dimensions. Therefore, Popeyes Chicken should give more priority to
the quality of products to satisfaction customer taste. The mean of spaces is the lowest
(3,66), which means that Spaces seemingly not have a good appearance, maybe it not a
suitable space such as too small or not have enough facility to adapt customer. In the case
of Staff and Sanitary, the mean is almost same (3.76, 3.72) respectively, which means

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that almost numbers of respondents also care about staff, and quality of sanitary. Staff
have a good take care of customers, or quick service but also have some drawbacks such
as shortage of employees, impolite behavior. Therefore, Popeyes Chicken should give the
attention in training employees. And Sanitary, which is hygiene and food safety, but
when overloaded, staff does not have enough time to clean. Finally, Promotion has the
mean high after Products with 3.88, which is show that they have suitable promotion
campaigns for each customer, every customer has a chance to try our products, and
gratitude to familiar customers. Behind that have some lack of thoughtful to take care of
customers.

The standard deviation for Products is ~0,77 which is the lowest standard deviation, and
it indicates that the data points remarkably close to mean comparing to the other factors.
It means that most of the answer gauge the importance of Product very closer to the mean
3,98. On the other hand, the standard deviation for Promotion is ~0.89 which is the
highest standard deviation among the standard deviation of 5 factors. Moreover, it means
that a majority of the respondents gauge the importance of Promotion not closer to the
mean 3,88 comparing to Promotion factor. Therefore, the standard deviation of Space,
Sanitary, and Staff are sequentially ~0.82, 0.86, 0.87 which represent that how many of
the answers are close to the mean of these factors.

The skewness (~0.26) of Space is greater than 0 which represent the right skewed
distribution, and many values are found on the left of the mean, which extremely high
values to the right. Besides Space, Sanitary and Products also have Skewness more than 0
(0.182, 0,034) respectively, which represent the mean values is less than median and
moves towards the left, and the mode occurs at the highest frequency of the distribution.
In the other hand, Staff and Promotion have negative skewness ( -0.083, -0.112). But if
skewness is between -0.5 and 0.5, the distribution is approximately symmetric. In
addition, the Kurtosis of five factors is smaller than 3 (-0.76, -1.28, -0.75, -0.95, -1.082,
respectively) which represent Platykurtic distribution, flatter than a normal distribution

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with a wider peak. The possibility for extremely high values is less than for a normal
distribution, and the values are widely extended around the mean.

Source: https://corporatefinanceinstitute.com/resources/knowledge/other/skewness/

2. ) Other analysis

COMBO OR ALACARTE

26%

74%

combo alacarte

The figure 1.2

As you can see in pie chart, Combo is the most favorite when people order in Popeyes
than Alacarte. Because combo always have cheaper price than price individually.
Looking at the picture 2, if you order “Cajun spicy chicken” included 2 pc spicy chicken,
1 red Cajun fries, 1 honey butter biscuit and 1 drink (free refill), it’s just only 79.000vnd.
However, if you order them for individual, it has cost 91.000vnd.

Pic2: Menu of POPEYS CHICKEN

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 Source:https://menuandprice.com/popeyes-menu-prices/

The figure 1.3

Having 52% people prefer eating out at Popeyes than taking away and delivery (with
24%). The survey of 1,000 customers found that nearly two-thirds of Americans (62%)
prefer dining in restaurants over takeout or delivery. The findings, Vixxo researchers
said, were consistent across all demographics.

Source: Trend Watch: Why customers still choose to dine in instead of take out (restaurant-hospitality.com)

Money spending
30 500%
25 400%
Frequency

20
300%
15 Frequency
200% Cumulative
10
100% Moving average
5
0 0%
less than 100 100-199 200-300 more than More
300
The figure 1.4

About money spending, young people will expand the most with amount of money
which is 100-199.000vnd (about 40% of the sample). Spending “less than 100, 200-300
and more than 300” accounted for approximately 20% of the sample. In addition, mean of

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revenue in HCM is about 6,328 USD in 2020. From there, young people spend a lot of
money when they come to Popeyes.

Pic3: GDP of Vietnam through 6

years
Source: https://vneconomy.vn/vi-sao-tphcm-lo-muc-tieu-thu-nhap-dau-nguoi-9800-usd-nam.htm

Evaluate Possible Return

25 120%

20 100%

80%
Frequency

15 Frequency
60%
Cumulative
10
40% Moving average
5 20%

0 0%
1 2 3 4 5 More

The figure 1.5

Respondents for evaluate possible return to Popeyes is 4 about 40% of the sample.
Respondents for evaluate of 5 accounted for 33% of the sample. Respondents for evaluate
possible return of 3 is 15% of the sample. About evaluate 1 and 2 of possible return
accounted for about 7% and 5% of the sample respectively.

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 D. RECOMMENDATION
1. Key findings.
Products: Fried chicken
Target audiences: young people from 13-24.
Location: HCMC because this survey conducted with people who stay at HCMC.
Competitions: Jollibee, McDonalds, Lotteria, KFC and Texas Chicken. (We just focus on
fried chicken brands in Vietnam).

Pic4: Fast-food brands in social media

SOURCE: https://ipos.vn/chien-luoc-marketing-chuoi-cua-hang-thuc-an-nhanh/

Frequency: from 1-4 times a month. That means they may come to Popeyes 1 time/week.
Type of order: Dine-in.
They prefer order Combo.
Average money spend: from 100.000-199.000 VND.
Possible returning: 80%.
2. Marketing Campaign.
Objectives of campaign:

• Influence Consideration.
• Build Awareness.
• Improve the Revenue in September, October.

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Budget: 50 million VND according to the price at https://www.bin.vn/facebook-ads/bao-gia-quang-cao-
facebook

Duration: From 26 September to 2 October ( during 7 days)

Name of campaign: “Back to school”

Promotion: Discount up to 40% for students from 13-24 aged.

Target revenue*: 100 million VND (include fixed and variable cost) (*reference)

Pic4: Poster for promotion

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 3. Business Management.
a. Predict Sales Forecasting based on revenue of Popeyes Chicken.

( Source: https://statstic.com/popeyes-revenue/)

Year Revenue ( millions)

2021 $579

2020 $556

2019 $482

2018 $414

2017 $202

The table 1.2

∑𝑥𝑖 579+556+482+414+202
Mean: 𝑥̄ = 𝑛
= 5
= 446.6

Standard Deviation: 151,4

Forecasting revenue 2022: 715,4$ millions with Formular in Excel =Forecast (x,
known_ys, known_xs)
Randomly revenue 2022 based on calculate by mean and standard deviation.
b. Risk management.
90 - 100%: Exceeded from 100M or more than
70 -<90%: Met from break-even point.
<70%: Loss

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E. OTHER GRAPHS

Evaluate Staff
20 120%
100%
15
Frequency

80%
Frequency
10 60%
Cumulative
40%
5 Moving Average
20%
0 0%
1 2 3 4 5

The figure 1.6

Evaluate Products
25 160%
140%
20
120%
15 100%
80% Frequency
10 60% Cumulative
40%
5
20%
0 0%
1 2 3 4 5

The figure 1.7

Evaluate Space
25 120%

20 100%
Frequency

80%
15 Frequency
60%
10 Cumulative
40%
Moving Average
5 20%
0 0%
1 2 3 4 5 More

The figure 1.8

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 Evaluate Sanitary
25 120%
frequency
20 100%
Frequency

80%
15
60% cumulative
10
40%
5 20% Moving average
0 0%
1 2 3 4 5 More

The figure 1.9

Evaluate Marketing Campaign

20 120%
100%
15
80%
Frequency

Frequency
10 60%
Cumulative
40%
5 Moving Average
20%
0 0%
1 2 3 4 5 More

The figure 1.10

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