Why Popeyes is finally cracking into Singapore’s breakfast scene

Popeyes Singapore is entering the breakfast scene with its first-ever menu, launching islandwide across all 19 outlets from 28 May. Called the “Breakfast symphony,” the lineup fuses bold Louisiana flavours with familiar local favourites.

Signature dishes include the 'Poppy cajun stack' and the 'Chicken & waffles platter'. The menu also features customisable platters, 'Junior pancakes for kids', and local-inspired options such as 'Chicken porridge with You Tiao'.

In conversation with MARKETING-INTERACTIVE, Popeyes Singapore said the breakfast menu is part of the brand's strategic evolution into an all-day dining destination. "We maintain our commitment to serve soulful, flavorful meals, now, throughout the day. This launch follows extensive guest research and testing that reflects Popeyes’ commitment to creating memorable dining experiences that go beyond its signature fried chicken," said the fast-food brand.

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When asked how it plans to stand out in Singapore's breakfast scene, it added that it has a rich heritage deeply rooted in Louisiana and that its chefs bring "uncompromising passion" to its products. "The highlight of the menu is our signature 'Poppy cajun stack', thoughtfully crafted with premium ingredients and bold flavours that deliver a satisfying start to the day. This unique and authentic taste is what keeps our guests coming back for more," said Popeyes.

Breakfast will be served from 4am to 11am at 24-hour outlets, and 7.30am to 11am at others. To celebrate, Popeyes is offering vouchers and weekly deals with up to 54% off from 28 May to 24 June.

“This marks a major milestone for us and a significant step forward for the brand across the region,” said Jedrick Tan, CEO of Popeyes Singapore. “It’s about creating memorable morning experiences that resonate with diverse tastes and lifestyles. Whether families want a hearty breakfast, kids want playful dishes, or individuals seek comforting local flavours, our items promise quality, indulgence, and authenticity.”

The breakfast menu is currently exclusive to Singapore and the first of its kind in Asia. Popeyes is focused on consolidating its local presence but teased “potential campaigns in the future”. With strong momentum, the brand is also expanding its footprint, with its 21st outlet opening soon at KINEX.

The launch follows Popeyes’ strategic pivot since its 2022 partnership with parent company Restaurant Brands International. Fei Siong Fastfood, which operates Popeyes Singapore, has been expanding the brand beyond fried chicken with all-day dining options including café beverages and soft serves.

It also comes as its competitors cook up new breakfast pushes. Just last month, KFC Singapore picked creative agency Sweatshop to lead the creative development of its breakfast platform and key breakfast campaigns. Since the appointment, KFC Singapore has taken over out of home placements such as bus stop ads in the heart of neighbourhoods. It has also rolled out campaigns on social, digital and owned media from the month of April through May. 

Meanwhile, earlier in the month of May, McDonald's Singapore unveiled new breakfast wraps, dropping a rap as well to celebrate the launch and continue its streak of music-led campaigns. Created in collaboration with Leo Singapore, the rap highlighted the ingredients in its latest offering - hash browns, eggs, ham and cheese - and positions the wrap as a quick and convenient breakfast option. 

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