Popeyes Sells $72 Sandwich for $1.49

Sometimes if you want something to sound much better than it actually is, you sort of highlight and exaggerate the effort that went into making it. As part of a campaign that aims to position Popeyes as Louisiana Kitchen where "great tasting food requires slow, careful preparation," some twisted logic is employed to make that point clear.

In a new commercial for the brand, "Chef Ed" approaches Popeyes customers to explain how much time went into making the chain's $1.49 loaded chicken wrap. Because the chicken in the wrap was marinated for 12 hours, Chef Ed says the $1.49 wrap should really cost $72 based on a $6 per hour labor costs. Where the logic gets fuzzy is the assumption it takes any effort at all for chicken to soak in sauce for 12 hours. Does Popeyes pay employees to stare at the chicken for 12 hours? Is that part of the marination process?

OK, OK so there are preparation and refrigeration costs but still. Is having a dude side up to your table randomly to tell you your lunch should have cost 48 times what you paid for it really the best way to sell a chicken sandwich?