Church’s Chicken, the brand best known for its hand battered fried chicken and scratch-made honey butter biscuits, announced that its Senior Director of Media, Digital & Public Relations, Laura Reese, will present at one of the restaurant industry’s premier mobile technology conferences—CONNECT: The Mobile CX Summit (Mobile CX), August 21–23 in Philadelphia. Reese’s panel discussion, “Making Your App Indispensable,” will focus on brands that have been successful in providing the best mobile experience for building customer loyalty. Church’s Senior Director of Information Technology, Steve Patel, co-leads the brand’s app initiatives and digital ecosystem and will also participate in the conference.

Reese leads Church’s domestic media, digital and external public relations efforts. In this role, she works to engage customers and strengthen the company’s brand presence through media and digital strategy efforts, including the Church’s mobile app, social media, the company’s website and other related activity. Reese has been with the company since 2013, and was promoted to the senior director position earlier in 2017.

“Our app is as unique as our guests,” says Reese. “It’s critical that we add genuine value to our guest’s day, and we do this through our Mobile App. For example, we know that music is extremely important to our guests, and through a partnership with PlayNetwork, we’ve been able to add free, carefully-curated playlists to the app experience,” Reese said. “When your loyal customers are downloading and using your app, they’re providing you with deep and meaningful behavioral insights. That’s important. That should be rewarded.”

She added that the app, powered by NextX, is a valuable tool in securing honest guest feedback in return for relevant guest offers. “We then make sure to respond to that feedback, both good and bad, letting our guests know that we’re sincerely listening to them,” Reese says.

Her session at the Mobile CX will discuss tips and tricks in the mobile app space, and how the Church’s brand is continuously innovating in order to better engage, understand, and provide meaningful value to their guests.

The technology summit is designed to explore opportunities provided through mobile technology that strengthen sales, branding and customer engagement.

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