Popeyes eyes the Balkan region with Albania debut

ALBANIA – Chicken restaurant chain Popeyes has launched its first outlet in Albania, a strategy meant to enhance its presence in the Balkan region.

Popeyes opened its latest outlet on November 27, 2024, at the Tirana East Gate mall in Albania, as announced by Popeyes Albania.

The franchise in the region is managed by Balkan Foods, a Kosovo-based operator that also handles Burger King outlets across multiple countries.

In March 2024, Balkan Foods outlined its plans to bring Popeyes to Albania, Kosovo, Montenegro, and Bosnia and Herzegovina.

This initiative aligns with the chain’s strategy to expand its presence globally since its founding in 1972 and subsequent acquisition by Toronto-based Restaurant Brands International (RBI) in 2017.

Popeyes aims to replicate its success by forming strategic local partnerships, including its collaboration with Balkan Foods.

This expansion reflects Popeyes’ broader ambition to grow its global footprint. In October, the chain also announced the opening of a new outlet at the New Mersey Retail Park in Speke, Liverpool.

Local media outlet ECHO reported the location with photos showcasing the Popeyes logo, branding, and its signature chicken sandwich against the brand’s iconic orange backdrop.

A sign at the site reads, “Popeyes: from New Orleans to New Mersey,” Positioned next to TGI Fridays and near Cineworld cinema, the outlet’s opening date has not yet been disclosed, with Popeyes UK keeping details under wraps.

The chain hopes its new locations and diversified menu options will drive better performance. However, in early November, Popeyes reported a 3.8% decline in comparable sales for Q3 2024.

According to RBI CEO Josh Kobza, this drop resulted from a lack of compelling promotions to attract budget-conscious customers in a value-driven market. The sales decline marks a deviation from the positive growth trend the chain had enjoyed in the U.S. since early 2023.

Burger King, another brand under RBI, also faced similar challenges. Its summer promotions failed to resonate with value-focused customers, putting it at a disadvantage compared to competitors like McDonald’s and Taco Bell.

These rivals successfully boosted their Q3 sales by launching targeted value menus designed to counter slowing customer traffic in the fast-food sector. The results underscore the effectiveness of value-driven strategies in the highly competitive quick-service restaurant market.

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