Popeyes Louisiana Kitchen
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Creative Director
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Current, 2025, 2024, 2023
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Bounteous
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Creative Director: Matthew Pappas
Designer: Jake Giusto
Designer: Mallory Russo
UX Director: Lauren Harpst
UX Designer: Kara Burke
Copywriter: Doug Hales -
I led the design of Popeyes’ mobile app ordering and loyalty experience—partnering with UX, strategy, analytics, and execution teams to guide UX and UI design sprints—then led the creative development of CRM email marketing campaigns reaching millions of guests.
Popeyes is a bold taste of New Orleans, serving up spicy, soulful flavors with a side of Southern charm. Known for its crispy fried chicken, zesty seasonings, and vibrant personality, Popeyes brings the spirit of Louisiana’s rich culinary heritage to every meal. Rooted in culture, community, and bold flavor, the brand celebrates indulgence, comfort, and a lively, unapologetic love for good food that brings people together.
Spice, Soul & Scroll: A Digital Evolution for Popeyes
Popeyes isn't subtle — and neither is this redesign. We infused the mobile app with big energy, rich visuals, and an unmistakable voice that mirrors the brand’s in-store presence. From the spicy color palette to crave-inducing UI and responsive microinteractions, every detail was designed to turn hungry users into loyal fans — one tap at a time.
Fast, Flavorful,
Functional
From in-depth workshops to real user interviews, we uncovered what fans really want in a mobile experience. Then we turned those insights into bold UX, snappy flows, and surprise-and-delight moments that capture the soul of Popeyes — fast, flavorful, and full of personality.
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Campaigns That Cook
Our team led the full CRM strategy and execution, building a flexible, fully responsive design system in Figma that works seamlessly in light and dark modes, and integrates directly with Braze.
Creatively, we turned the volume all the way up. From full-bleed, crave-worthy imagery to animated moments and bold, colorful content blocks, we transformed static emails into vibrant, scroll-stopping experiences. Every message was designed to delight — while personalized, dynamic content made sure it resonated with the right guest at the right time.
With over 500 campaigns and countless variations launched, this system powers everything from loyalty journeys to LTOs — helping Popeyes stay top-of-mind and always top-tier.
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The Great
Pickle Takeover
We brought the viral Pickle Menu campaign to life across CRM — with craveable emails, playful push, and a dynamic in-app scratch-off game that rewarded loyalty members with exclusive offers. Every message was designed to pop: full-bleed visuals, animated touches, and personalized content made sure fans didn’t just see the campaign — they tasted it.
Midday Mardi Gras: A Taste of NOLA
To boost traffic during the slower 2–4pm window, we developed Midday Mardi Gras — a concept rooted in Popeyes’ Louisiana heritage. We handled everything: from lockup and menu creation to crafting the email and retargeting strategy.
The campaign brought authentic Mardi Gras energy into the digital experience with vibrant visuals, clear messaging, and targeted offers — designed to make midday feel like a celebration and encourage guests to visit during off-peak hours.