Church's Chicken's Marketing Strategy Puts Brand on Path to Sixth Year of Same Store Sales Growth

Church's Chicken(R) reports a positive sales boost attributed to the continued success of the brand's marketing strategy and value-driven positioning. The latest tactic is their 99-cent value menu offering launched in January during a period typically slow for most restaurants in the quick-serve industry, the new value menu offers eight items for under a dollar. The success of the value menu especially during a down economy only re-enforces the effectiveness of their multi-layered marketing approach to drive value while staying true to the brand's core essence of authenticity and time-tested great products offered at a value.

Church's Executive Vice President and Chief Marketing Officer, Farnaz Wallace said, 'The introduction of the value menu gives customers an affordable option in stretching their dollar while satisfying their taste. The new value menu is just one more way to stay true to Church's no-frills positioning. It underscores Church's price-value position of providing good, authentic juicy marinated fried chicken - the menu serves comfort foods without premium costs.'

As a key ingredient to the brand's marketing strategy and success, the value menu was developed to drive traffic while sustaining the brand's positive same-store sales. Church's domestic system experienced a growth of 3.4% and a rise of customer transactions of 6.3% during the month of January. The brand also averaged an 8.3% sales mix and continued to maintain over 6% sales mix during a 10-week time span.

By offering a variety of flexible and affordable menu options for customers, Church's has maintained a sales growth momentum of 2.6% year-to-date. 'The move to an even lower price point of these selected items only re-enforce our brand's commitment of value during these tough economic times,' Wallace added.

Church's original chicken sandwich is currently the brand's highest seller. The value menu also includes Church's classics like the Spicy Chicken and BBQ Sandwich, 1-piece chicken leg/thigh and a 1-piece tender breast strip - each served with a Church's hot honey-butter biscuit in addition to the 5-piece Chicken nuggets and its signature Jalapeno Cheese Bombers. The new value menu stays true to customers' expectations of the 57-year-old chicken concept of spending less but always getting more, especially in quality and value.

Another key tactic in the Church's brand marketing strategy has been to echo customer feedback through their current advertising campaign 'I Know What Good Is.'

'Consumer research has shown that Church's customers connect with themes of community, family and fellowship, tradition and value,' Wallace continued. 'Church's stands for all of those things, and we've done our best to reflect those values from real people in our advertising which will re-launch later this spring.'

As Church's marketing strategy continues to pick up momentum and positive costumer feedback, the chicken chain will continue to focus on new product introductions and customer promotions that help weather the current economic climate with the brand's proven tradition of positive sales and sustainable success.

Logos, product and company names mentioned are the property of their respective owners.

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