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Dick
Lynch Popeyes

Dick Lynch is the Chief Marketing Officer of Popeyes Louisiana Kitchen in Atlanta, GA.

Since 2008, Dick Lynch has led all marketing and menu innovation as the Chief Marketing Officer of Popeyes Louisiana Kitchen. Before Dick Lynch accepted his position, customers knew the restaurant as a fast-food establishment that directly competed with Kentucky Fried Chicken (KFC). But Dick Lynch saw greater potential in what Popeyes could offer. Upon joining Popeyes, Dick Lynch launched an extensive rebranding mission. He began by studying the menu and merchandising opportunities. In his examination of Popeyes history and heritage, Dick Lynch recognized the relevance and power of authentic Louisiana food. No other restaurant chain, QSR or otherwise, offered customers distinctive and authentic Louisiana cuisine in nearly 2000 locations around the globe.

Dick Lynch and his colleagues then rebranded the company from POPEYES Chicken ‘n Biscuits to POPEYES Louisiana Kitchen, lending the establishment a more distinctive look, feel, and taste. Under Dick Lynch’s marketing and advertising proficiency, Popeyes Louisiana Kitchen introduced many new menu items, all capitalizing on the brand’s Louisiana heritage. In addition to revitalized food options, Dick Lynch overhauled Popeyes’ advertising, launching the successful “Annie” campaign. He also created the Popeyes Louisiana Culinary Heritage Institute, which recognizes the best performing operators in the Popeyes system with a week long immersion in Popeyes culinary heritage.

It features classroom training, chef lectures, tour of New Orleans French Market, and a restaurant tour of the kitchens of the French Quarter, among many other features. It’s designed to ensure that the heritage of Louisiana is passed on to the next generation of Popeyes franchisees. In total, Dick Lynch’s efforts have resulted in solid business results for Popeyes Louisiana Kitchen. The changes orchestrated by Dick Lynch gained Popeyes Louisiana Kitchen positive same store sales in 2009 and 2010, marking the first back-to-back same store sales increases since 2005.


Dick Lynch Popeyes's Schools

Dick Lynch Popeyes's Companies

  		•  Popeyes Louisiana Kitchen 2008
    Lead all menu development, advertising, merchandising, pricing, marketing strategies and communications. Oversee group of 30+ marketing professionals. Create menu, advertising, merchandising, etc. Renamed and repositioned to Popeyes Louisiana Kitchen. Hired new ad agency and introduced new campaign. Introduced over 10 new products. Created Louisiana Heritage Culinary Institute. Introduced first global new products. Launched first national advertising in brand's history. Won 2010 Menu Master Award for Best LTO.

Dick Lynch Popeyes's Affiliations

Dick Lynch Popeyes's Publications

  • Popeyes: The Role of the Chief Marketing Officer
    September, 2011
    Today, marketing is much more than the creation of catchy advertisements and scattergun promotions. Marketers must know how to define the client base, reach out to new customers, and launch into untapped market locations. They need to understand the wants and needs of customers and how to motivate them into action.

    As the Chief Marketing Officer of Popeyes, I was able to reposition the brand in a way that differentiated us from other quick-serve chicken outlets, and then apply that strategy throughout all units in the company. This repositioning also brought with it a new name, as we went from Popeyes Chicken and Biscuits to Popeyes Louisiana Kitchen.

    Outside of advertising and marketing, I worked with my team and the other departments to create touch points that allowed us insight into our customer base and unity throughout the brand. This information gave us a better view of pricing strategies, service standards, new item development, and franchise relationships.

    Though service and liaisons with franchise operators may seem outside the role of a Chief Marketing Officer, it is that thorough knowledge of the customers and their needs that allows the marketing department to interact with nearly every aspect of the brand. We ensure that every customer experience is consistent and positive, no matter the avenue through which we are communicating.

    About the author: Dick Lynch joined Popeyes in 2008. Lynch initiated the Louisiana Heritage Cultural Institute and the rebranding of Popeyes to reflect its Louisiana heritage. He has been a part of some of the most successful product launches in the history of Popeyes.