Posts tagged with "Sold out"

Rocking and ‘rolling’: An eco-friendly toilet paper startup sees an unexpected surge in demand

May 25, 2020

About a year ago, Samira Far launched Beverly Hills, California-based No. 2,  a manufacturer and marketer of environmentally-friendly toilet paper.  Made entirely from bamboo, in plastic-free packaging and covered in recycled paper sporting attractive prints, the product seemed to be selling steadily.

Then the COVID-19 crisis hit, a national toilet paper frenzy set in—and demand went through the roof, Forbes reports.

How did it happen? Consumers unable to find TP on store shelves started desperately searching the Internet for alternatives. In the process, they stumbled upon No. 2, which is sold on the company’s website and through Amazon at a price of $39 for a carton of 24 rolls.

“The high demand for toilet paper gave us a lot more exposure,” says Far. (Fun fact. Americans consume 20% of the world’s toilet paper).

Forbes notes that other eco-friendly toilet paper startups, like Who Gives a Crap and Bippy, also have experienced a surge in demand.

For the first month or so, Far was able to fill subscribers’ orders. (The company has a subscription model, through which customers order on a schedule of anywhere from weekly to every three months). But demand peaked in the middle of March and, by the end of the month, she completely sold out—a 5,200% increase on Amazon.

Far is now taking pre-orders and expects to be back in stock later this month or early May. She’s ramping up production eight times more than usual. To stop consumers from going wild, the web site asks them to, “Please order responsibly”.

Research contact: @Forbes

Popeyes’ chicken sandwich is at the top of the food chain, with a $65 million marketing win

August 30, 2019

Watch out, Chick fil-A! America’s largest purveyor of fried chicken sandwiches now has some significant competition. Popeyes, a quick-service chicken restaurant chain that has been serving its own set of fried chicken fans since 1972, soon may be looking at you in its rear vision mirror.

You couldn’t watch a television news program or scour Twitter or Facebook during the past week without spotting some mention of Popeyes fried chicken sandwich. But how did that translate to marketing value? Awfully well, as it turns out, according to an August 28 report by Forbes.

Apex Marketing Group estimated Wednesday that Popeyes reaped $65 million in “equivalent media value” as a result of the Chicken Sandwich Wars. The firm, based outside Detroit, defines that as the price a company would have to pay to purchase the attention it received for free. Apex takes into account television, radio, online and print news reports, as well as social media mentions.

The evaluation was conducted from Aug. 12, when the sandwich went on sale nationally, through Tuesday evening, August 27—yielding 15 days’ worth of data.

The $65 million figure is nearly triple the $23 million in media value that the sandwich generated in its first few days on sale, according to an earlier Apex estimate.

On Tuesday, Popeyes announced that the chicken sandwich would be sold out by the end of the week at its U.S. restaurants, the business news outlet said..

But the restaurant chain says that it intends to bring back the chicken sandwich as a feature of its regular menu, not simply a limited-time offer.

“It is a permanent menu item,” Dana Schopp, a Popeyes spokesperson, told Forbes on Wednesday.

Eric Smallwood, the president of Apex Marketing, says the chicken sandwich’s media value built relatively slowly in the days right after it went on sale. The big jump in media value came when news outlets began running taste tests comparing the sandwich with other fast food companies’ chicken offerings.

“Popeyes is not top of mind when it comes to fast food,” Smallwood said. But thanks to the chicken sandwich, “now everybody’s looking and asking, ‘Where’s the closest Popeyes?'”

The attention that Popeyes received could not have happened a decade ago without social media, Smallwood said.

As soon as a company launches a promotion that is noticed in Twitter, Facebook, and Instagram, “it picks up, and it explodes from there,” he told Forbes.

Research contact: @PopeyesChicken