News
Church's adds wings to menu, focuses on guest experience
June 14, 2010
Church's Chicken is stepping up its game, starting with new product development and a focus on customer satisfaction.
On the customer experience side, the chain has enlisted the aid of two of the industry's top customer experience experts to help improve its guests' satisfaction and services. Service Management Group Inc. (SMG) and Market Force Information Inc., have collaborated to help Church's Chicken drive substantial improvement in areas such as quality and accuracy of food service, restaurant cleanliness, guest engagement and speed of service.
"We know our guests have many choices when it comes to eating out," said Mel Deane, CEO, Church's Chicken, in a news release. "We also know that our track record in guest satisfaction has not been consistent, so our team is absolutely and fully committed to providing our guests an exceptional experience at Church's Chicken restaurants. In a short amount of time, we have seen a marked improvement in cleanliness and overall satisfaction."
SMG is the leading full-service research and consulting firm to focus on loyalty and service improvement for multiunit companies. SMG conducts more than 50 million surveys for leading retail, restaurant and service-based companies. The data collected from customers coupled with SMG's analysis expertise is providing Church's with actionable insight to drive business performance.
Market Force works with more than 200 of the world's largest consumer-facing companies to provide Customer Intelligence solutions, including major restaurants, retailers, grocery and convenience stores, financial institutions, entertainment studios and consumer packaged goods companies. The company has mobilized teams of mystery shoppers in all of Church's franchise and company-owned restaurants to provide store-specific information, including operational measures and behavioral insights, which will drive improvements at the individual store level.
New Wild Wings launch
On the product development side, Church's continues to add new items to attract customer interest. Following on the heels of the addition of Strawberry Shortcake to the menu, the chain has launched a new line of chicken wings that offers customers the choice not only of their favorite sauce but their favorite type of wing as well.
Church's Wild Wings are available in boneless or traditional varieties with the choice of five sauces. The choices include Honey BBQ, Buffalo Hot, Buffalo Medium, Sweet & Spicy and Chili Lime.
The company is so wild about its wings that it is offering its guests a satisfaction guaranteed promise or they will get their money back.
"Our boneless and traditional wings can be paired with new sauces that are guaranteed to satisfy our customers' variety of tastes," said Tony Lavely, CMO of Church's Chicken, in a news release. "Our wings are called 'wild' for a reason, and we believe that our spin on this offering is one that our customers will enjoy."
Guests can try two new Church's Wild Wings as an add-on to any regular purchase for just $1. The wings are also available for $2.99 for six.
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