Popeyes: When Does It Open?
Costa Rica is a small country — and word always gets out. Popeyes' arrival leaked before it was official, and the exact opening date was the only mystery left.
Instead of trying to control it, we leaned in: we created cuandoabrepopeyes.com, where people could guess the exact date to win prizes and be among the first to taste Popeyes in Costa Rica.
Turn uncertainty into the best possible launch strategy.
The rumor was already out there. Anticipation was already building.
The challenge was to harness that momentum and transform uncertainty into a strategic advantage for the brand, without relying on traditional advertising.
A world record that started with a question.
15,000 sign-ups and an entire country speculating.
When the doors finally opened, people began lining up at 3:00 a.m. More than 300 customers waited outside, while the drive-thru line stretched over 2 kilometers.
The result was Popeyes’ highest-performing restaurant opening worldwide, surpassing markets such as China and the Czech Republic, with an order placed every three minutes during the first 24 hours.
