Rebranding Popeyes Louisiana Kitchen: A Modern Renaissance

This descriptive case discusses rebranding strategies in the quick service restaurant (QSR) industry. The case demonstrates Popeyes’ brand evolutions during changing customer expectations. As defined by Aaker’s (1992) widely used framework, a brand comprises a gestalt of individual brand identity elements. The case uses the evolution of the Popeyes brand to develop a canvas upon which students can evaluate rebranding strategies using Aaker’s theories. In so doing, it also provides students the ability to compare the evolution of a consumer brand through two different rebranding approaches over a decade apart.