Marketing

Church's Go Box targets family, value-based customers

Photo: Provided

August 28, 2020

Church's Chicken is aiming to box up the family, value-based meal business that has soared since the onset of the pandemic by launching the "Go Box."

"With the changes that have occurred this year, our guests have told us that they want to bring their favorite meals to share with more than one or two people…whoever their chosen families happen to be," Church's CMO Brian Gies, said in a company press release. "The social shift has changed our dining experiences, and the new 'Go Box' makes it easier to come together any time of day, any day of the week."

In fact, the brand has been busy pumping up both its family and value offerings, following the installation of menu boards nationally last month that promote the offerings, which feed six or more diners at a time.

To celebrate the Go Box and give a nod to the brand's fried chicken to-go history, it's featuring retro mascot, Churchie, on the initial Go Boxes. Churchie was born in the early 1950s as a chunky chicken chef whose motto was "Life's too short to skimp on chicken." Three decades later though, the chef became a chicken, though, according to Mashed, it's not really known why (Yes, QSRweb has an inquiry in on this one).

Along with Church's sister brand, Texas Chicken, the company has more than 1,500 stores across 25 countries and international territories globally. The brand is based in Atlanta.