Wednesday, September 2, 2020

Church’s Chicken’s One Step Back Focuses on Two Steps Forward

We have all hear the old adage ‘What Goes Around Comes Around’.  While the foodservice business seems to be evolving with technology, the food, the customers still want the same things. According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® when you look at the food industry from the ‘high-level’, “the core of consumers needs and wants remain constant.”
Consider this back in the day (1952) when Church’s Chicken was founded it was called: Church’s Fried Chicken To Go.  Yes, Church’s Chicken was built on the idea of convenience and accessibility for quality, value, and Texas-inspired flavor, which has become an even more pronounced focus for the brand today. Sounds a lot like the grocerant niche today don’t you think.  So, do did the food industry change much? No.
However, over time consumer preference, priorities, and provisions demands evolve to satisfy the need-set of the day according to Johnson.  With a renewal heightened visibility due to COVID-19 significantly shifting consumer habits fast that we can look back and forward with increasing focus to understand the demand for off-premise dining, is at our core.
Now, Church’s is reconnecting with its to-go roots by offering a signature carrier option for guests to grab and go. Church’s new “Go Box” provides a complete transport method when dining away from a restaurant, for guests to indulge wherever and with whomever they please.
Brian Gies, Chief Marketing Officer for the brand stated “With the changes that have occurred this year, our guests have told us that they want to bring their favorite meals to share with more than one or two people…whoever their chosen families happen to be,” says. “The social shift has changed our dining experiences, and the new ’Go Box’ makes it easier to come together any time of day, any day of the week.
Not only are our larger serving sizes and prices relevant for these shifting consumer needs, but our new ‘Go Box’ makes it easier for large meals to be taken home, or delivered right to your door for really any occasion.”
So, Church’s rolled out completely re-vamped menu boards across the country in July that promote a new ‘Family Values’ menu line-up, featuring a variety of abundant meals that feed 6 or more with choice of mixed chicken, legs and thighs or tenders, plus a choice of homestyle sides and of course the brand’s signature Honey-Butter Biscuits.
For a limited time, the “Go Box” offers a nod to the brand’s ‘Fried Chicken To Go’ heritage, dating back to 1952. The first “Go Boxes” will feature the retro Church’s character – Churchie. Guests can order their “Go Box” Family Values meals dine-in (according to local guidelines), at drive-thru, take-out, and delivery through a local third-party delivery service, or from the brand's online order-ahead service.
Gies continued “Being able to still safely come together matters a lot these days – we can provide a solution for that to make it easier,” “Church’s new ‘Go Box’ means you can enjoy time with the people that matter most to you while having all of your down home favorites right at your fingertips.”
What’s at your brand core you have over looked? Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

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