Friday, May 6, 2022

Zaxby's Interactive Participatory Food Marketing


Restaurant, Convenience Store, and Deli operations that leverage food marketing that is interactive and participatory can edify their retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization.

Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® stated, “Extending your brands invitation to consumer-focused hot button touchpoints including interactivity and participation will be on the winning side of brand building over time.”  

So, Zaxby's, restaurants known for its Chicken Fingerz, wings and signature sauces, is celebrating Mother's Day by providing fans the chance to get a classically "awkward" family photo via social media. While the whimsical activation plays out on Twitter leading up to Mother's Day, customers in Knoxville, Tennessee, have the opportunity to create an actual family portrait in person on Mother's Day at the Zaxby's Miller Place Way location.

Zaxby's Chief Marketing Officer Joel Bulger, "We wanted to create something truly memorable for Mother's Day by providing the opportunity to capture the one thing on every mom's wish list—the perfect family portrait,".

Zaxby’s brand fans looking to surprise their mothers with a quirky, Zaxby's-branded family picture are encouraged to upload their images to @Zaxby's on Twitter starting on Wednesday, May 4. Zaxby's will randomly "Zaxify" select pictures to create a truly unique digital family portrait for a memorable Mother's Day memento.

Elevating the entire family is a great idea, according to Johnson, as families in Knoxville, Tennessee, are invited to visit Zaxby's at 2936 Miller Place Way, from 11:00 a.m. to 2:00 p.m. to pose for a free family portrait. Zaxby's encourages the purchase of a Zax Family Pack for the perfect Mother's Day pairing.

So, the Zax Family Packs are specifically designed to meet the needs of families with generous portions, offering a choice of 20 Chicken Fingerz or 30 boneless wings, plus crinkle fries, Texas toast and a variety of sauces. Customers may add on additional items such as drinks and desserts.

Bringing the family together to have fun is a great way to edify the brand relationship while edifying the family unit having fun. Family Packs can be ordered ahead, online or in the Zaxby's app. Customers are encouraged to sign up for Zaxby's loyalty program, the Zax Fanz Club, available on and for download on Google Play and the App Store.

Bulger continued, "Now everyone has the chance to give a truly one-of-a-kind family photo to Mom. We suggest serving it up with a Zax Family Pack for the perfect Mother's Day meal,"

Don’t over reach. 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 participationdifferentiation and individualization?  Email us at: or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

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