Popeyes appoints PepsiCo marketer as new CMO

Bart LaCount has been appointed as the new Chief Marketing Officer (CMO) for Popeyes in the U.S. and Canada, following the promotion of former CMO Jeff Klein to president of the fried chicken chain.

LaCount, who previously worked at PepsiCo for nearly two decades, will lead all marketing efforts for Popeyes with a focus on driving traffic and accelerating sales growth.

“Bart brings an incredibly well-rounded marketing background to this role as we look to deepen brand relevance in communities where we are loved and expand relevance where Popeyes should be better known — all as part of the strategic plan built with and endorsed by our franchisees,” said Jeff Klein, president of Popeyes North America, in a statement.

Before joining Popeyes, LaCount held the role of Vice President of International Beverages Marketing at PepsiCo, where he managed brands like Gatorade, Aquafina, and Rockstar. His extensive experience in the beverage industry is expected to bring a fresh perspective to Popeyes’ marketing strategy as the chain continues to expand its presence in the competitive quick-service restaurant (QSR) market.

In addition to LaCount’s appointment, Popeyes has promoted Matt Rubin to the position of Chief Digital Officer for the U.S. and Canada. Rubin, who was previously the Vice President of Digital for the chain, will now oversee digital and technology teams focused on enhancing digital growth and improving the guest experience. This move underscores Popeyes’ commitment to strengthening its digital capabilities in an increasingly tech-driven industry.

LaCount’s appointment is the second QSRindustry marketer move in recent weeks, with CMO Mark Shambura leaving Papa Johns for Panera Bread.

Popeyes parent company Restaurant Brands International last week announced system-wide sales increased 5.0% year-over-year, with Popeyes seeing 4.6% system-wide sales growth, as part of its latest earnings report. The earnings beat analysts’ expectations despite short-term consumer pressures facing the entire QSR industry.

Popeyes in June added six flavors of boneless wings to its permanent menu. The move followed the brand’s first Super Bowl ad, a spot RBI CEO Josh Kobza said, “Proved to be successful driving mass awareness to wings.” The chain last year chose McKinney as creative agency of record after an RFP process and launched the “We Don’t Make Sense, We Make Chicken” campaign to celebrate its hometown of New Orleans.