Success does leave clues and Zaxby’s has been picking up all the right clues of late according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food continues to garner new consumers and Zaxby’s is extending it brand invitation to couples on the go.
Zaxby's, best known for its chicken fingers, wings and signature sauces, recently hosted a "Drive-Thru Date Night. That as regular readers of this blog know is interactive and participatory fresh food marketing that works. The event was targeting “stir-crazy couples in need of a night out from sheltering at home” that are tired of cooking.
Customers were treated to roses, a violinist and a caricature artist in the drive-thru line while waiting to taste Zaxby's newest menu offering, Zax Pack for Two. Joel Bulger, Zaxby's Chief Marketing Officer stated; "The world has changed a lot this year. Due to staying at home and social distancing, one activity—date night—has become nearly impossible, “... "We worked with Tombras, our creative agency of record, to come up with a one-of-a-kind idea for couples to spend time together in the safest and most romantic way possible. For Zaxby's it was the perfect opportunity to showcase a meal made for two."
So, the Zax Pack for Two has been available at participating Zaxby's locations since Memorial Day and has been selling at a rate nearly double the popular Zax Family Packs. The new bundled meal includes eight hand-breaded Chicken Fingerz, two regular crinkle fries, two slices of Texas toast and two Zax Sauce dipping cups plus two 22-ounce drinks starting at $14.99.
Zax Pack for Two builds on the momentum of Zaxby's popular Zax Family Packs. Zaxby's recently launched menu option designed to meet the needs of families sheltering at home includes 20 Chicken Fingerz or 30 boneless wings with shareable sides to feed four people starting at $24.99. The LTO has been well received, and at a time when industrywide sales were dropping, Family Packs contributed to a 22.5% increase of overall average check.
Zaxby's dining rooms will continue to reopen in waves, pursuant to federal, state and local guidance across its footprint. Zax Pack for Two and Zax Family Packs are available via drive-thru, delivery and curbside pick-up at participating restaurants while supplies last. Prices may vary by location. How are you extending your brand invitation while driving top line sales and bottom-line profits?
Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook, LinkedIn, or Twitter