Popeyes expands across Asia, looks to modernise SG outlets

US-based fried chicken restaurant Popeyes is celebrating its 50th anniversary by expanding across Asia. The brand currently boasts 3,700 restaurants in over 30 countries, and in recent days, it has opened stores in India, China, Philippines and Sri Lanka as part of its growth strategy to increase its presence in key markets throughout Asia Pacific.

Singapore and Vietnam were the first markets in Asia the brand first launched in. Ben Klitus, general manager of  Popeyes APAC, added the brand’s expansion demonstrates its ability to work with “leading institutional investors who have backed best-in-class local operators" such as Jubilant FoodWorks in India, Restaurant Brands Asia in Indonesia, Silla Co in South Korea, PLK Philippines in the Philippines, Fei Siong Group of Companies in Singapore and VFBS - a subsidiary of IPPG - in Vietnam.

According to reports on The Business Times, in Singapore, F&B operator Fei Siong Group snagged an exclusive franchise deal to take over the operations of fried-chicken chain Popeyes in Singapore. Popeyes Louisana Kitchen Asia-Pacific is a subsidiary of Restaurant Brands International (RBI) which owns brands such as Burger King, Tim Hortons and Firehouse Subs. Jedrick Tan, Fei Siong Group’s senior vice president of group strategy and business development, told The Business Times that the group looks to refresh and modernise the outlets in Singapore.

Meanwhile, in November 2021, Tanushri Rastogi, Burger King Indonesia's brand and media lead, joined Popeyes as marketing lead for Asia Pacific, who reports to Asia Pacific GM Benjamin Klitus. 

In Asia, Popeyes Singapore caught the attention of netizens in April for trend jacking a post by KFC when the company faced global supply shortage of its French Fries. Replacing it with wedges, KFC put up a post that said the French Fries "will be away on annual leave to find themselves". Popeyes Singapore then commented: "Wait...y'all are getting time off?" The two fast-food chains kept going back and forth with fun comments. Rastogi, marketing lead for Popeyes APAC then shared that the brand is looking to "bring the sassiness and the legacy of Popeyes to local markets".

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