Food & Beverage

Church's 2021 guest check averages, comp sales soar

Photo: File/provided.

June 30, 2021

Church's Chicken said its average guest check thus far this year is up more than 30% over last year at this time, helping no doubt to the brand's plans to open nearly 100 stores this year, up from 79 last year. System-wide, a news release said that same-store comp sales are also up a healthy 15% to date over last year to date. In fact, Church's said its performance this year has surpassed its 10-year company record for systemwide sales set in 2019, before the pandemic struck the U.S.

"In terms of sustainable growth, Church's is in a very positive place," Louis (Dusty) Profumo, Church's CFO and executive vice president said in the release. "Across the board, practically all of our metrics are tracking in an upward direction — average unit volume, same-store sales, overall profitability, company restaurant margins — and we're well ahead of where we were at this time last year."

Profumo attributes the continued progress to a combination of long-term strategic focus and the company's ability to pivot quickly during the pandemic crisis to maintain and elevate its marketing and operations. Family meal sales — which the company said is a brand strength — surged in 2020, it said. Simultaneously, the company said a shift in the way media channels were used last year helped drive more brand and product awareness by reaching Church's target audience more effectively.

The company said it has made a flurry of digital improvements which have paid off in spades, with digital growth alone showing a 540% increase in order ahead and pickup orders last year, along with a 77% increase in third-party delivery and a 100% increase in digital conversions, the release said. And finally, Church's said its international growth is continuing apace, with 30 store openings projected this year in Canada and 80th stores opening in both Malaysia and Thailand.

"By embracing the increasingly digital nature of the quick-service restaurant market, we've been able to position Church's to meet our guest on their terms," Church's CMO Brian Gies, said in the release. "Our technology investment in integrated and consumer-focused platforms made us well-prepared to face the changing ways that guests want to engage with our brand. We'll continue building on this momentum for continued growth in '21, '22 and beyond."

Church's and its sister brand outside the Americas, Texas Chicken, have more than 1,500 locations systemwide.