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Church's Chicken value menu boosts comps growth
April 12, 2009
ATLANTA — Church's Chicken hasreported a positive sales boost attributed to the continued success of the brand's marketing strategy and value-driven positioning. The latest tactic is the brand's 99-cent value menu offering launched in January.
Church's domestic system experienced a growth of 3.4 percent and a rise of customer transactions of 6.3 percent during the month of January. The brand also averaged an 8.3 percent sales mix and continued to maintain a more than 6 percent sales mix during a 10-week time span. Church's has maintained a sales growth momentum of 2.6 percent year-to-date.
The new value menu offers eight items for under a dollar. 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 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.
Another key tactic in the brand's marketing strategy has been to echo customer feedback through its 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," saidFarnaz Wallace, Church's executive vice president and chief marketing officer. "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."
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