Popeyes
- Megan Thee Stallion created a new hot sauce in partnership with Popeyes.
- The singer will also release a merch line with Popeyes.
- The Hottie Sauce will be available beginning October 19.
Popeyes announced it will partner with singer Megan Thee Stallion to promote a new hot sauce and sell merchandise.
Megan Thee Stallion Hottie Sauce was designed by the singer in partnership with Popeyes culinary team, according to a statement. The sauce is made with honey, cider vinegar, and Aleppo pepper to create a "sweet, yet bold flavor with a hint of spice, inspired by Megan's sassy personality," Popeyes said. The Hottie Sauce will be served on Popeyes popular chicken sandwich, and also as a dipping sauce for the recently added nuggets.
The sauce will be available beginning October 19, with a corresponding merchandise line dropping at 12 p.m. that same day. The collection, called Thee Heat, will include bikinis, hats, dog toys, and more. Two additional collections are slated to drop in November.
Megan Thee Stallion will also be a new Popeyes franchise owner.
"I'm appreciative of Popeyes commitment to empowering Black women and look forward to opening
Popeyes Restaurants," Megan Thee Stallion said in a statement. "Teaming up with Popeyes is such a milestone in my
journey and evolution as an entrepreneur. I've always been a fan of the Popeyes brand and I'm thrilled to have the opportunity to join the brand and help create the new Megan Thee Stallion Hottie Sauce for their line-up."
Celebrity partnerships have become huge marketing tools in fast food over the last year. Collaborating with young artists and creators became huge for fast-food chains in 2020, and is continuing strong in 2021. The deals helped brands connect with Gen Z customers and often ended up on social media and as TikTok trends.
Popeyes
McDonald's has partnered with celebrities on signature order campaigns, including BTS and Saweetie. The Travis Scott meal last fall was so popular that some locations ran out of Quarter Pounder ingredients. It was also enriching for Scott personally, as he netted at least $20 million from the deal, according to Forbes. The spring BTS meal was also popular, driving traffic to restaurants giving McDonald's its busiest week of the year to date.
Burger King got in on the trend too with Keep It Real meals in September, partnering with Nelly, Anitta, and Lil Huddy.
The era of fast-food and celebrity partnerships isn't likely to end anytime soon. Brands continue to look for strategies to reach younger customers, and they've found something that works.
Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.
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