Popeyes plans South Korean franchise expansion by year-end, building on 26 company-owned outlets

Popeyes plans to pursue franchising in South Korea by year-end, building on its 26 company-owned outlets, concentrated in Seoul, Gyeonggi Province and Incheon. According to a report by Asia Economy on 5 November 2026, the brand is expanding its reach among South Korean customers through regular chicken discounts, new menu launches and mobile app offers. For the franchise sector, the key points are its plan to expand beyond company-owned operations and the efforts already under way to drive visits.

Preparing for franchising with 26 company-owned outlets

Popeyes currently operates 26 outlets in South Korea, all company-owned. They are concentrated in the Seoul metropolitan area, which includes Gyeonggi Province and Incheon. The company has outlined plans to pursue franchising by year-end to expand its business in the country. This should therefore be understood as an announcement of a planned expansion model based on its existing operations, rather than confirmation that franchised outlets have opened.

The company-owned store network and the franchising plan are related, but they measure different things. The number of company-owned outlets shows the current scale of operations, while the franchising plan indicates the intended direction of growth. The 26 outlets should not be treated as a franchise track record, nor as evidence that franchisee recruitment and openings are already in full swing.

For prospective franchisees, brand recognition is only part of the assessment. Another important question is how the sales practices used in company-owned outlets might apply to future franchised stores. Popeyes currently combines regular discounts, set meals and app coupons. Anyone considering the franchise should assess these not simply as a list of customer benefits, but as factors affecting store operations. This is why current promotional results need to be distinguished from the future profitability of franchised outlets.

Chicken discounts focused on evenings and Wednesdays

Popeyes currently runs a recurring chicken promotion called ‘Chibam Chibam’ across all its outlets. It offers buy-one-get-one-free chicken every day from 8 pm until closing, with the same offer available all day on Wednesdays. The structure encourages evening visits on most days and visits throughout the day on Wednesdays.

According to the company, customer visits during the promotional hours have more than doubled compared with previous levels. This is a company-reported measure of visits during those hours. It does not mean that customer numbers across all trading hours have doubled, or that store sales and profits have risen by the same proportion. Any assessment of the increase in visits needs to be clear about what the figure actually covers.

Alongside limited-period discounts, Popeyes offers promotions that customers can use regularly. A defining feature is the repeated availability of offers at set times and on set days. From a franchise perspective, it is useful to examine the mix of orders, additional purchases and kitchen workload during promotions, separately from the increase in footfall. To understand what higher visitor numbers mean for store operations, the costs associated with discounted sales also need to be assessed.

Broadening choice with chicken sets and burgers

The new ‘Banban Chibak’ set comprises eight pieces of chicken in two flavours and two drinks, priced at KRW 14,900. Popeyes developed the product for customers looking to buy chicken and drinks together. Rather than simply discounting individual chicken items, it offers a fixed combination at a set price.

On 19 October, the company also launched the ‘Louis Chicken Fillet Burger’ at KRW 5,900. It features a patty made from fresh South Korean chicken breast. Popeyes offers burgers alongside its chicken range and runs related discount promotions, showing that its efforts to reach customers extend beyond a single chicken offer.

The sauce range has also been updated. ‘Puk Sauce’, a large-format dipping sauce launched in April, was revamped in September with four flavours: Hot Cheese, Cajun Chilli, White Mustard and Black Pepper. It comes in 100 g and 400 g sizes, designed to allow customers to dunk their chicken deeply into the sauce. Prospective franchisees reviewing the menu should consider not only the product range but also the stock and preparation each item requires. A broader menu alone, however, is not evidence of higher average spend or improved profitability.

Linking app membership with store visits

Popeyes provides app-exclusive coupons every week. The company says app membership is approaching 100,000; this is not a claim that it has already reached that figure. Its stated approach is to link app coupons with in-store promotions to attract new customers and encourage existing customers to return.

In the announcement, the app serves as a way to reach customers outside the store. Outlets offer time-specific chicken discounts and new menu items, while the app gives members regular coupons. The company intends to use the two channels together, but membership numbers alone do not show how often users visit or make purchases.

Those considering becoming franchisees should assess the size of the membership base separately from the way coupons operate. Membership figures can provide an indication of the customer base, while coupons require closer attention to redemption conditions and how they apply in stores. During future discussions, practical questions would include which outlets and offers are covered by regular promotions and app benefits, and who bears the cost of discounts. These are points for prospective franchisees to clarify, not confirmed franchise terms.

Cooking methods and promotional terms are central to franchise assessment

Popeyes says it uses chilled South Korean chicken, rests it for 12 hours, then batters and fries it in-store. Anyone considering the franchise needs to assess this cooking process alongside the recurring promotions. Understanding the work involved, from product preparation through to cooking after an order is placed, is essential to building a clearer picture of day-to-day operations.

The recurring evening and Wednesday discounts are particularly relevant to routine sales planning. Prospective franchisees can use the brand’s reported increase in visits as a reference point, but should separately assess the staffing, cooking equipment and stock management required at their proposed outlet. They should not assume that customer responses at company-owned stores will translate directly to franchised outlets in every location.

The central message is that Popeyes intends to pursue franchising by year-end while continuing to operate its company-owned network in the Seoul metropolitan area and run consumer promotions. In practical terms, prospective franchisees should distinguish the expansion plan from actual recruitment and store openings, and clarify cooking requirements and discount cost arrangements during discussions. Assessing not just how customers are attracted, but also what it costs to serve them, is the starting point for evaluating the franchise opportunity.