Industry News | December 9, 2008
Church's Ignores Economy
Company officials say that Church’s is remaining true to its core values of a no-frills approach to serving great chicken items and signature sides while never compromising on quality. Thanks to a commitment to ongoing research, Church’s proactively responds to today’s current economic climate and rising food costs. Church’s new value menu is an example of a direct response to the changing climate, as well as an increase in the brand’s limited time offers. Church’s also consistently brings back old classic favorites like Tender Crunchers and Country Fried Steak which are contributors for increased sales.
With the increase of poultry prices well into the double digits, Church’s has shifted customers away from absorbing these inflated costs. One way is to increase the limited-time offers from two per year to eight per year. In fact, some limited-time offers take advantage of efficient use of the chicken. From time to time, Church’s will offer Chicken Chili or a Barbeque Chicken Sandwich, for example, during colder months to satisfy customer’s craving for these regional favorites while creating new revenue-streams for the operator at the unit level.
While other competitors are revamping and reengineering their brands, Church’s is staying right on target by focusing on their growing consumer market and expanding brand, which is allowing them to gain market share everyday.
Franchise growth has also been a major contributing factor to the company’s sustained positive sales. Domestically, Church’s has added 25 new franchisees, recently entered the Seattle and Philadelphia markets and added franchise commitments for 125 new stores. In the coming months the brand will be rolling out new 1,200 sq. foot in line prototypes, fully modular free-standing prototypes that are completely assembled in factory while setting another record for domestic openings with 60 stores.
The brand’s recipe for success has also translated overseas where Church’s is experiencing their sixth consecutive year of positive comps. The Church’s international brand, also known as Texas Chicken, has recently opened their first of 30 restaurants in India with plans for expansion scheduled for Syria, Egypt and Canada.
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