2013 Franchise Kit
2013 FRANCHISING with POPEYES
Operating a successful franchise requires talent, dedication, and a sincere commitment to the
Popeyes® brand. Our goal as a company is and always has been to partner with the best people
in each market - people with a proven track record in business.
Because franchisees are so important to our success, we are looking to expand our relationship
with qualified individuals who possess the right mix of expertise and enthusiasm. We are looking
for candidates who possess each of the following characteristics:
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Solid business experience
Proven expertise in owning or operating restaurants (minimum 5 years experience)
Previous franchise experience advantageous
Net worth of $1,000,000 and $500,000 liquid assets
Commitment to grow with Popeyes
Franchise Fees
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Development Fee
Franchise Fee
Royalty Fee
Ad Fund
Term
$12,500 per restaurant
$35,000 per restaurant
5% of Gross Sales
4% of Gross Sales
20 years
While our primary focus is on building freestanding locations with a drive-thru, in special
circumstances we will consider alternative venues such as malls, airports, colleges and other nontraditional type locations. Existing buildings can be converted into Popeyes restaurants.
Free-Standing Prototype Projected Costs
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Equipment, Furniture, and Signs
Point of Sale System
Opening Supplies
Real Estate and Improvements
Recommended minimum size of
$234,000 to $260,000
$25,000 to $40,000
$10,000 to $20,000
Cost varies according to restaurant & lot size
lot is 28,000 s/f
Popeyes Louisiana Kitchen is providing these figures to assist you in analyzing your proposed restaurant
construction. Site acquisition, site preparation and off-site utility costs are not included. We cannot estimate
your actual investment for improvements. The costs of construction vary considerably depending upon the
location and conditions affecting the local market of your restaurant. The above ranges represent our best
estimates of certain costs for a 60-seat Popeyes restaurant. These estimates are based upon the experience on
construction of company-owned freestanding restaurants as well as industry standard costs of construction. We
do not warrant the accuracy of the cost estimates. See Item 7 of our Franchise Disclosure Document for more
detailed information regarding your initial investment.
© 2013 AFC ENTERPRISES, INC.
EXECUTIVE OFFICERS
Cheryl A. Bachelder, Chief Executive Officer
Cheryl was named chief executive and president of AFC Enterprises, Inc. in 2007, after more than 25 years in
executive management positions in the foodservice industry. In her three years at the helm of Popeyes®, she and
her veteran leadership team re-engineered the brand with a new marketing campaign, customer feedback
program, refreshed logo and several product launches. Despite a blistering recession Bachelder has guided the
more than 1,950-unit, global brand to outperform both QSR and chicken QSR categories for the second
consecutive year. Her framework for moving the needle at Popeyes centers around four strategic goals: building a
distinct, relevant brand; running great restaurants; strengthening unit economics and ramping up unit growth.
In 2009, QSR magazine named Popeyes® Louisiana Kitchen one of the top ten franchise deals in the industry. In addition Bachelder was
cited by veteran foodservice journalist Peter Romeo as one who “can hold her own” with the likes of other highly successful industry titans.
Ralph Bower, President-U.S.
Mr. Bower has served as our President – U.S. since March 2012. He served as our Chief Operating Officer from March
2009 to March 2012. From January 2008 to March 2009, Mr. Bower served as our Chief Operations Officer. From 2006 to
2008, Mr. Bower was the KFC operations leader responsible for more than 1300 KFC franchised restaurants in the
western United States. Prior to this position, he led KFC company operations in Pennsylvania, New Jersey and Delaware.
From 2002 to 2003 Mr. Bower directed the guest satisfaction function for KFC. Before joining KFC, Mr. Bower was
employed by Western Ohio Pizza, a franchisee of Domino's Pizza, overseeing operations in Dayton, OH, and
Indianapolis, IN. Mr. Bower began his restaurant career with the second largest Domino's franchise organization, Team
Washington, where he was a regional director. In each of these roles he demonstrated exceptional leadership and
performance results in the restaurant industry.
Prior to his restaurant experience, Mr. Bower served as an officer in the United States Navy. Mr. Bower holds a Bachelor of Science degree
from the United States Naval Academy.
Richard H. Lynch, Chief Global Brand Officer
Richard H. Lynch has served as our Chief Global Brand Officer since December 2011. Mr. Lynch served as
Chief Marketing Officer from March 2008 until December 2011. From 2003 to 2008 Mr. Lynch served as principal of GO,
LLC, a marketing consulting firm specializing in restaurant and food retail, where he developed brand strategy and
innovation plans for concepts including Burger King, Ruby Tuesday and Buffalo Wild Wings. His experience extended
beyond restaurant and food retail to include global branding strategy for such companies as IMG, the world's largest
sports marketing firm. From 1982 to 2003, Mr. Lynch served as executive vice president at Campbell Mithun Advertising
where he led the development of brand architecture and positioning for Domino's Pizza, Martha Stewart Everyday and
Betty Crocker.
Prior to his restaurant experience, Mr. Lynch held key creative roles with Tracy-Locke Advertising in Dallas, Texas and Ketchum
Communications in San Francisco, California. Mr. Lynch holds a Bachelor of Science degree in Business Administration from the University
of Wisconsin at Milwaukee.
Greg Vojnovic, Chief Development Officer and Vice President
Greg Vojnovic has served as our Chief Development Officer and Vice President since August 2012. Mr. Vojnovic served
as Vice President of Development since June 2007. He is a 32 year veteran of the restaurant industry with over 20 years
of experience in restaurant development. He has held leadership roles in a number of restaurant companies including
Huddle House as Vice President of Franchise Development, MaggieMoo’s International as Director, Franchise
Development as well as various domestic and international development positions with other major foodservice brands
including Denny’s and Arby’s. His past experience also includes ownership of the casual dining restaurant chain
Bridgetown Grill where he received Hot Concept of the Year recognition from publications including Restaurants &
Institutions and Chain Leader. In addition, early in his career Greg was awarded a Gold Medal in the US Chef’s Open.
He holds a Bachelor of Science Degree in Hotel Administration from the Statler School of Hotel Administration at Cornell University and is a
member of the International Franchise Association where he earned his CFE designation.
© 2013 AFC ENTERPRISES, INC.
FREQUENTLY ASKED QUESTIONS (FAQs)
Minimum Qualifications
Q: What are the basic financial requirements for franchising with Popeyes®?
A: Among other things, Popeyes requires that you have a minimum net worth of $1,000,000 of which
$500,000 must be liquid (for each restaurant you intend to develop or purchase).
Q: How do I determine my “Net Worth”?
A: In its simplest terms, it is your Total Assets (what you own) minus your Total Liabilities (what you
owe).
Q: What are “Liquid Assets”?
A: The most common forms are cash, stocks and bonds.
Q: Do you require restaurant experience? If so, what level?
A: Yes. Popeyes requires a minimum of 5 year Restaurant Management experience at the General
Manager level or higher (District Manager, Regional Manager, Owner, etc).
Q: If I personally cannot meet your requirements, can I partner with other people?
A: Absolutely. We have many franchisees who have partnered with other interested parties to
become franchisees.
Real Estate/Development Qualifications
Q: In what types of venues will Popeyes build?
A: Our development focus is on “free-standing with drive-thru” venues (alone on its own real
estate). Where appropriate we will consider “in-line” as part of a shopping center or row of
businesses. We will also develop in other venues such as airports, shopping malls, college/university
campuses and other non-traditional type locations.
Q: What does Popeyes look for in a restaurant location or site?
A: Our ideal site would be a dominant corner lot, at a traffic light with convenient ingress & egress on
the “going home” side of the street. The lot size for this site would be a minimum of 30,000 square
feet (150' x 200') and have an average daily traffic count of at least 20,000 on the primary artery,
with a minimum of 45,000 in population within a 2 mile radius, with median income between
$35,000- $100,000. Keep in mind this is not an absolute criteria; specific sites are evaluated on their
individual merits.
Q: Who determines whether or not I can build a restaurant on a particular piece of real estate?
A: Once you have identified and submitted a potential site to Popeyes, we conduct an analysis and, when
necessary, we visit your potential site to determine whether or not the site can be approved based on
established criteria for development. We must approve every site in writing before you can start to
build a Popeyes restaurant.
© 2013 AFC ENTERPRISES, INC.
Q: Can I develop in convenience stores or gasoline stations?
A: Typically Popeyes will not approve these types of venues.
Q: Can I buy an existing building and convert it to a Popeyes restaurant?
A: Yes, if the image elements of Popeyes can be incorporated into the building being converted.
As with any site, the location must first be approved by Popeyes.
Finance
Q: Does Popeyes provide financing?
A: We do not provide financing for franchised restaurants. You'll need to secure financing for your
restaurants and provide a letter of commitment to finance as part of your final application package.
However, we do have contacts with various financing companies who are familiar with
Popeyes. Your Franchising Manager can discuss this with you once you are qualified and are
moving forward with the application process.
Q: What is the average profit from a Popeyes restaurant?
A: The Federal Trade Commission’s Franchise Rule permits a franchisor to provide information about
the potential performance of its franchise units if there is a reasonable basis for the information and
if the information is included in the Franchise Disclosure Documents (FDD).
Q: What other sales & earnings numbers can you share with a potential franchisee?
A: Except for the information set forth in Item 19 of the FDD, Popeyes does not furnish or authorize
our sales people to furnish any oral or written information concerning the actual, average,
projected or forecasted sales, costs, income or profits (the "earning capability") of a restaurant.
General Information
Q: Why do you have the area I'm interested in listed as sold out, when I don't see a Popeyes
restaurant near me?
A: It is possible that Popeyes has sold a “Development Agreement”, which assigns the
franchisee a particular area to develop within a specific timeline.
© 2013 AFC ENTERPRISES, INC.
FREQUENTLY ASKED QUESTIONS (FAQs)
Q: I am interested in owning the development rights for an entire area so that I am the only one who
can build Popeyes in that area. Can I do this?
A: It is not common for us to award territory development rights to new applicants however, we
reserve the right to do so to proven restaurant developers. We will evaluate candidates based on
restaurant experience, territory, financials, existing infrastructure, etc.
Q: Does Popeyes own the real estate and the building or must the franchisee buy them?
A: The franchisee is responsible for buying or leasing the real estate and for the cost of the
building. We will offer assistance in site selection, architectural design and other areas of
construction, but Popeyes does not own the real estate or building.
Q: Can I purchase Popeyes restaurants from the company or from other franchisees?
A: Franchisees from time to time sell their restaurants. If you are interested in purchasing a restaurant
from one of our franchisees, you will have to approach them directly first. The transfer process
requires direct negotiations with the franchisee to produce a signed Letter of Intent (“LOI”). It
also requires that Popeyes must approve you as a new franchisee and certain requirements set forth
in the Franchise Agreement must be met. We do not advise entering into an official contract
without being approved as a franchisee and understanding the requirements that will be placed on
the transfer of the Popeyes.
Q: How long does it normally take to get approved to become a franchisee?
A: Normally the franchise application process takes between 90 and 120 days, but that can vary. The
length of time is determined by many factors including how quickly the candidate returns the
required material to Popeyes and the amount of time it takes to arrange financing.
Q: Once I am approved to become a franchisee, how long until I can actually open a Popeyes
restaurant?
A: This depends on a number of factors including how long it takes you to submit a completed Site
Acceptance Request (“SAR”). Once you submit a Site Acceptance Request, in the form that we
require for the site of each Restaurant you propose to develop, we will evaluate each proposed
site. Within 45 days after receipt of your proposal and SAR, we will send you written notice of
our acceptance or non- acceptance of the site. The construction of your restaurant must commence
within 240 days after we approve your site.
© 2013 AFC ENTERPRISES, INC.
FRANCHISE SALES PROCESS
 Initial Franchise Inquiry
 Initial conversation with NBD Manager
 Submit Application Package
 Introduction to Franchising Manager
 Review Franchise Disclosure Document and return “Receipt” page
 Perform due diligence / Speak to Existing Franchisees
 Interview/Call with Director of Development
 Interview/Call with Regional Director of Operations or Business
Consultant
 Discovery Day - Corporate visit with Executive Team
 Corporate Approval
 Development/Franchise Agreement Executed
 New Franchisee Orientation Program in Atlanta (1-day)
 Site Selected
 Site Approved
 Construction Begins
 Schedule Managers for Training
 Restaurant Opens
© 2013 AFC ENTERPRISES, INC.
Franchise Application
ALL APPLICANTS
Please fill out the
Date:___________________________________
(Please type or print clearly)
following sections
If you plan to have business partners, list names and contact information below. Please have these individuals fill out a
separate application and financial verification form.
Name
Email
Phone Number
Name
Email
Phone Number
A. Individual Biographical Data
Name
Social Security Number
Date of Birth (Month/Day/Year)
Citizenship (Country)
Name of Spouse (if applicable)
Social Security Number
Date of Birth (Month/Day/Year)
Citizenship (Country)
Street Address
City
How Long at this Address?
State
Home Phone Number
E-mail Address (1)
County
Cell Phone Number
Zip
FAX Phone Number
E-mail Address (2)
B. Employment History (Attach resume if you wish)
Self-Employed:
Employed By:
Name of Company
Street Address
Current Employer
City
Number of Years
State
Zip
Position
May we contact you at work?
Other Income
Describe
Total Liabilities
Total Net Worth
Phone Number
C. Financial Form
Current Salary Per Year
Total Assets
Do you:
Own Home:
Rent
Current Value
Mortgage Balance
Do you have a Financing Source?
No
Yes
Lists amount of financing available
If qualified, when would you be ready to invest in a franchise?
Month/Year
Total Cash Available for Investment
D. Development Data
Market areas preferred:
1)
2)
3)
Who will be responsible for the daily operations of the business?
Operator's Name
* Please Attach Operator's Franchise Application and Financial Verification Form
Please list operator's experience:
Company name
Position
Number of Years
Company name
Position
Number of Years
Company Name
Position
Number of Years
Are you currently involved with any restaurant franchise(s)? ___ Yes ___ No
If yes, please list brand(s) and type(s) of food served:
Brand Name
Type of Food Served
Brand Name
Type of Food Served
Brand Name
Type of Food Served
E. Background Information
Have you ever been convicted of a felony?
No
Yes
*
*If yes, please provide detailed information below as to the nature of the conviction, including the date and state
where the conviction was rendered.
Please note that the following documents ARE REQUIRED for an applications package to be considered
complete:
1) Completed Application (Failure to answer applicable questions will delay action)
2) Completed Financial Verification Form
3) Operator's Completed Application and Financial Verification Form
F. Statement of Certification
I certify that the information contained in this application is true and complete. You are authorized to make an investigative report
including any inquiries that you deem necessary to verify the accuracy of this information and to determine my credit worthiness. All
information will be kept confidential.
Signature
Date
Signature of Spouse (if applicable)
Date
RETURN TO:
Popeyes Support Center
Attn: New Business Development
400 Perimeter Center Terrace, Suite 1000
Atlanta, GA 30346
Phone: 404.459.4623
Fax: 404.506.9172
Personal Financial Statement Form
Please complete this form OR attach a Balance Sheet & Income Statement
Answer all questions using "no" or "none" where necessary. Please begin by completing schedules on reverse side if necessary. In the electronic version, please use Alt + Return to begin a
new line in a cell.
Date of Statement:
Personal Information
Name (first, middle, last)
Phone number
Email address
Social security number
Home address (include apt.)
City, State, Zip
How long
Business/Employer
Title/Position
How long
Business Address
City, State, Zip
Phone
Do you have any dependents? If yes, list ages:
Do you have a will? If yes, name executor:
Have you ever taken bankruptcy? If yes, explain:
Are you a defendant in any suits or legal actions?
If joint statement, list names of individuals whose assets, liabilities and income are included
Assets
Liabilities
Cash, on hand and unrestricted in banks
From below
Notes payable to banks
Schedule 1
$
Accounts/Notes-receivable
Schedule 2
$
Notes and accounts due others
Schedule 1
$
Cash surrender value life insurance. (Do not deduct loans)
Schedule 3
$
Loan(s) against life insurance
Schedule 3
$
$
Listed (AMEX, NYSE) stocks, bonds, USGovt. Securities
Schedule 4
Other stocks and bonds
Schedule 4
Real estate at cost or market value
Schedule 5
$
Brokers margin accounts
$
$
Taxes accrues by unpaid
$
$
Mortgages payable on real estate
Schedule 5
$
$
Other assets - itemize
$
Other liabilities - itemize
$
Total Assets
$
$
$
$
$
Total Liabilities
$
$
Net Worth Subtract your total liabilities from total assets and enter figure to right
Contingent Liabilities As guarantor or co-maker, Legal claims on leases or contracts
Income Information ___ Monthly ___ Annual
Banking Relationships
$
$
Alimony, child support or separate maintenance income need not be revealed if you do not wish to have it
considered as a basis for repaying this obligation.
Name & address
of bank
$
Bonus and commissions, dividends, interest
$
$
Rental income
$
$
Other - itemize
$
$
$
$
Total income
$
Single (S) Joint (J) Trust (T)
Cash
Balance
Salary (Gross)
$
Total Cash (take to assets above)
I warrant that there is no judgement against me nor lien unstaisfied upon my property except as shown, nor prior suit pending against me in any court, that no assets are pledged in any manner
not shown herein, and that this statement is true and complete and is offerred for the purpose of obtaining and maintaining credit. With joint credit, all applicants must sign.
(Seal)
Date
Signature
Received By ____________________________________
(Seal)
Date
Through ________________________________________
Signature
Office ___________________
Please Complete Schedules on Reverse Side (Go to Sheet 2 in Workbook in electronic version)
Supplementary Schedules (take totals to front)
Schedule 1
Debts/Credit Lines (Include home and any other open-end revolving credit, even if unused)
Name and address of bank
Credit
line
Endorsement or
collateral (describe)
$
$
$
$
$
$
$
$
$
$
Total $
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
Total $
$
$
$
Amount owing
Maturity date
Description or nature of debt
Description of security
Repayment terms
$
$
$
Life Insurance
Name of insured
Surrender
value
Face amount of
policy
Insurance Co.
Beneficiary
$
$
$
$
$
$
Loans
against
$
$
$
Yearly Premium
Type of policy
Is policy
assigned?
$
$
$
Stocks, Bonds, and US Government Securities
Face value (bonds)
No. of shares
(stocks)
Registered
in name of
Description of Security
Schedule 5
Monthly
payment
$
Total
Schedule 4
Unpaid
Balance
Accounts, Loans, and Notes Receivable
Name and address of debtor
Schedule 3
Original
Amount
$
Name and address of others
Schedule 2
Attach additional pages if necessary
Market
value/share
Total Market
Value
$
$
$
$
$
$
$
Total
Listed
Total
Unlisted
$
Listed (L) on NYSE, AMEX
Unlisted (U) Government
Security (G)
Pledged
Yes/No
$
$
Real Estate
Description or address to
include city and state
Title
in name of
Other Credit References
Market
Value
Cost
Date acquired
Unpaid
Balance
Monthly
payment
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
Total $
$
(Give names of banks, finance companies or
other concerns where credit has been obtained)
Date
Original
Amount
Tax Value
Account number
Type of account
High Credit
$
$
$