The brand is partnering with The Surf Lodge in Montauk for a three-day event running July 24–26, featuring live music and an exclusive performance on July 25. This collaboration highlights the chain's attempt to position its food as a staple of cultural gatherings. Beyond the coastal events, the company is pushing a promotional bundle available via delivery apps and in-store. Customers can purchase 11 hand-battered tenders, a large side, and four biscuits for $25 through DoorDash or Uber Eats, or $20 for in-person orders. Matt Rubin, Chief Marketing Officer at Popeyes, stated that the initiative aims to bring the brand’s Louisiana-style flavor to the center of summer social moments. The company recently refined its culinary process for the tenders to ensure increased consistency in breading and portion size, aiming to maintain quality across its more than 4,000 global locations.