What were some key insights to emerge from your consumer research on chicken sandwiches?
The flavor and size are two major attributes of the Zaxby’s Signature Sandwich that made it standout amongst the rest. The biggest contributor to the flavor is Zax Sauce and new Spicy Zax sauce which customers felt—and I’m paraphrasing here—is unmatched. The size of the fillet is noticeably larger, not only than our former TLC Sandwich, but also than other chicken sandwiches within our competitive set.
How would you describe how “big” the sandwich is? How does it compare to the other players?
According to our qualitative research study, three in four consumers perceive the sandwich to be bigger than most chicken sandwiches at other quick-service restaurants.
...y'all ready? https://t.co/Ai69ErVZ6U— Zaxby's (@Zaxbys) October 26, 2020
the chicken sandwich war ain’t over yet. introducing the NEW Zaxby’s Signature Sandwich pic.twitter.com/0znJO2xYLn— Zaxby's (@Zaxbys) October 26, 2020
While it’s “classified” is there anything you’d like to share about the national timing? Has the sandwich been in tests?
Zaxby’s Signature Sandwich has made it through several rounds of concept testing and taste testing as well as an ops test. We are now in the market test phase, and the future is top secret.
Shifting to marketing, elaborate on the multi-faced ad campaign in store. What can people expect?
Without giving too much away, you can expect to see traditional ads as well as digital and we’ve got some unexpected activations that will happen along the way. Remember, this is just the beginning. We haven’t launched nationwide. All I can say for now is there’s more to come.
It sounds like Zaxby’s is going for the long approach in addition to a buzzy first release. How do you plan to keep customers engaged along the way?
We’ve got some exciting things planned, but there is also quite a lot we are leaving to chance. Our plan is to listen, react, be nimble, but remain focused. We know that once you taste our sandwich you’ll be hooked, so we’re focused on doing whatever it takes to drive trial.
Talk about the in-store activations, namely the Chickenflage uniforms.
The Chickenflage uniform signals to both employees and guests that the chicken sandwich war ain’t over yet. Our hope is that wearing the shirts will make our employees feel engaged and proud to be a part of the fight to serve the best chicken sandwich around.