Popeyes has appointed Bart LaCount as its new Chief Marketing Officer for the U.S. and Canada, according to a press release. LaCount will oversee all marketing initiatives, with a focus on driving traffic and boosting sales for the fried chicken brand.
“Bart brings an incredibly well-rounded marketing background to this role as we aim to strengthen brand relevance in communities where we are beloved and expand our presence in areas where Popeyes should be more recognized — all aligned with the strategic plan developed in collaboration with our franchisees,” stated Jeff Klein, president of Popeyes North America. Klein, who previously held the CMO role, was promoted earlier this year. Before joining Popeyes, LaCount spent nearly 20 years at PepsiCo, most recently serving as Vice President of International Beverages Marketing, where he managed hydration and energy portfolios that included brands like Gatorade, Aquafina, and Rockstar.
In addition, Popeyes has promoted Matt Rubin to the position of Chief Digital Officer for the U.S. and Canada. Rubin will lead the digital and technology teams, focusing on digital growth and enhancing guest experience. Previously, Rubin was Vice President of Digital for the chain and recently took on additional responsibilities for the restaurant technology team.
LaCount’s appointment marks the second notable marketer move in the QSR industry in recent weeks, following CMO Mark Shambura’s departure from Papa Johns to Panera Bread on July 29.
Last week, Popeyes’ parent company, Restaurant Brands International, reported a 5.0% year-over-year increase in system-wide sales, with Popeyes contributing a 4.6% growth, as part of its latest earnings report. Despite industry-wide challenges, the earnings exceeded analysts’ expectations.
In June, Popeyes added six new flavors of boneless wings to its permanent menu, following the success of its first Super Bowl ad, which RBI CEO Josh Kobza said was effective in raising mass awareness for wings. Last year, the brand selected McKinney as its creative agency of record and launched the “We Don’t Make Sense, We Make Chicken” campaign to celebrate its New Orleans roots.