Food & Beverage

Church's moves back to pre-pandemic sales levels

Church's new campfire smokehouse chicken augments the brand's other offerings, like chicken tenders. (Photo: Provided)

June 30, 2020

Church's Chicken said its comparable same-store sales — which were better than they've been in a decade pre-pandemic — have returned to that level over the last two months. The Atlanta-based chicken chain also said it was launching a five-year strategic plan focusing on digital, drive-thru and delivery, according to a news release.

Digitally, the brand made changes at the onset of the pandemic in U.S. to amplify its Church's To-Go message to guests, through new integrated platforms for managing brand content, creative development and responsive social media engagement. Digital ordering elevated in importance as a contactless option for guests through multiple pre-existing third-party delivery partners and Order Ahead, Pay Ahead capabilities.

This month, Church's said its digital ordering was up 80% since the onset of the pandemic in the U.S. with some restaurants driving over $7,000 in weekly sales through digital ordering alone, the release said.

The brand also increased emphasis on drive-thru and delivery meal deals, with $20 family meals and free handheld chicken pot pies with every family meal purchase at the start of the pandemic. The brand said as a result family meal orders grew between 15% and 20% during the first two months of the pandemic.

"Our goal was to provide comfort to our guests and neighbors when we knew they needed it most. …" Chief Marketing Officer, Brian Gies, said in the release. "Adjusting to the right media channels and service modes .to reinforce that helped steer the business through."

Lastly, Church's rolled out Campfire Smokehouse chicken last week. The half-chicken portions are marinated in "campfire" seasoning, cooked crisp without batter or breading, then brushed with a smoky molasses glaze.

The meal comes with mashed potatoes, gravy and a biscuit for $5 or as a family meal with two half-smokehouse chickens, six chicken tenders, large mashed potatoes and gravy, large coleslaw and four honey-butter biscuits for $20.

Church's was founded in 1952 and now has more than 1,500 stores globally, along with its sister brand, Texas Chicken, outside the Americas.