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.
Turn a leak into a launch strategy. The rumor was already out there. The anticipation was already built.
The challenge was to channel it — to transform that uncertainty into something concrete and useful for the brand, without spending 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, the line started at 3:00 a.m., with up to 300 people waiting and a drive-thru queue stretching more than 2 km. The result: Popeyes' all-time global record for transactions at a single opening — beating markets like China and the Czech Republic — with one order placed every 3 minutes for the first 24 hours.
