How have Family Packs been received? Do you see them remaining a key option for months to come? Post-pandemic even?
Zax Family Pack is solving a need for guests that we didn’t previously offer. The response has been tremendous, breaking all sales goals and exceeding expectations.
What role is value playing today in these bundle offers? How do you see value remaining a part of the conversation as we progress into the winter months and beyond, and how will Zaxby’s play a part?
Value is always important for Zaxby's customers and will continue to be a factor as we see the financial implications of the pandemic playing out. In fact, our guest survey data shows that our value perception improved with the introduction and promotion of Zax Family Packs. We're committed to providing value without compromising quality. That's what our customers have come to expect of us.
What are some other ways the brand plans to encourage families to spend time together? What role can restaurants play in that?
Restaurants like Zaxby's have become the great American gathering place, particularly for two-income working families. We’re welcoming and inclusive, accessible and authentic, serving up real food. Like home but without the hassle. Family time is priceless. Offering Zax Family Packs is one way we can help families gather together at home if they can't eat out yet. We also created Zax Pack Menu Hacks to mash up leftover ingredients to create additional meals. Going forward, restaurants have a role to play by ensuring the safety and well-being of our customers by adhering to safety protocols as we continue to operate drive-thru, delivery and curbside pickup. Reopening dining rooms will look very different in the months ahead. We're taking it slowly to make sure we get it right.
How has the brand’s personality stayed on course throughout these past few months? There have been a handful of quirky promotions that bring the restaurant into the home. How has Zaxby’s stayed connected during this time of disconnection?
Quirky is definitely in our DNA. We like to think of ourselves as a premium quick service offering chicken with personality. On National Relaxation Day we gave away relaxation packs with fried chicken and crinkle fries scented candles to help folks destress as part of our "Peace, Harmony, Chicken" campaign. It was a fun way to roll out Zensation Zalads and sandwiches. Look for more playful brand activations from us in the future, because life's too short for dull chicken.