Popeyes Increases ROAS by 680% With Programmatic Strategy

Reaching the Right Customers at the Right Price

Since entering the UK in 2021, Popeyes—the quick-service restaurant chain specializing in Louisiana-style fried chicken—faced intense competition and struggled to reach potential customers. They partnered with StackAdapt and used a strategic bid optimization and targeting strategy to boost awareness and drive in-store traffic, resulting in over 45K conversions.

Solutions Used

Serving Up Awareness and Conversions

Although Popeyes had the right creative assets, they needed a programmatic partner to serve ads to the right customers. To drive conversions, Popeyes leveraged StackAdapt’s full menu of features, allowing them to fine-tune their targeting and ad placements for maximum engagement. Here are some of the tactics they used:

Custom Targeting

Used StackAdapt’s Browsing Audiences and Page Context AI to target users interested in relevant topics, such as “fried chicken.”

Bid Optimization

Implemented strategic bid goals and made real-time adjustments to maintain a CPC of £0.91 and improve campaign effectiveness.

Pixel Tracking

Leveraged StackAdapt’s proprietary pixel to track online sales, assess ad performance, and measure return on ad spend (ROAS).

Programmatic Strategy Delivers Affordable CPC for QSR

Through its partnership with StackAdapt, Popeyes cooked up a data-driven programmatic strategy to deliver ads to the right audiences, increasing conversions and building a recipe for a strong, ongoing relationship between the two companies that continues to this day.

CPC

£0.91

Impressions

22 million

Conversions

45,000

ROAS

+678%

David Carey

Chief Technology Officer

Popeyes

“Partnering with StackAdapt transformed how we reach and engage our UK audience. Their programmatic expertise allowed us to deliver ads to the right customers at the right time, exceeding our goals for impressions and conversions—all while staying within budget.”