Saturday, April 29, 2023

Golden Chick Embraces America’s Pastime


Elevating a partnership can expand your brands reach and the ‘halo’ of better for you if that partnership is with the Texas Rangers in one of your key markets according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

So, Dallas-Fort Worth-based Golden Chick is taking its existing partnership with the Texas Rangers a step further and working with the team by celebrating the release of the Rangers 2023 Nike City Connect uniform launch. This unique uniform with unite both brands while elevating Golden Chick according to Johnson.

In order to leverage brand messaging there will be a two-part launch, Golden Chick team members were first on-site to supply Rangers fans with fan-favorite Wicked Wings as they made their way to the Grand Slam Team Store at Globe Life Field to purchase the highly-anticipated City Connect merchandise. In addition, Golden Chick will act as the only Rangers sponsor to have the new City Connect primary logo adorned on crew gear, with employees wearing the new TX mark on T-shirts throughout the season. 

Mark Parmerlee, chairman of Golden Chick, stated, “As a locally-grown brand, taking part in the history of our region’s baseball team means a great deal and only furthers how strong of a relationship we share with the Texas Rangers,” ... “Golden Chick will not only have a hands-on role in the reveal of the new jerseys but will proudly showcase the emblem for months following, to truly give it the attention it deserves. We are honored to work with the Rangers on this announcement and promote a historic initiative for the team. Our restaurant crews are going to proudly wear the new logo.”

In case you did not know, the Nike MLB City Connect Series launched in 2021 and was formed to celebrate the connection between a specific club and its city. The Rangers are the second MLB team to join the City Connect Series in 2023. The jerseys celebrate the origin story of the Rangers and the Texas spirit that brought Dallas and Fort Worth together in Arlington through baseball, literally paving the way for the Rangers. 

Jim Cochrane, Texas Rangers senior vice president of partnerships and client services, stated, “We’ve had an incredible partnership with Golden Chick for years and when we discussed how we could expand on the City Connect announcement, we knew we wanted to include them,” ... “Both of our organizations have deep roots within DFW and strive to give back and honor the community as much as possible. We’re excited to keep evolving our partnership as the years go by and continue to deepen our involvement as we both grow.”

Working a partnership and edifying the relationships is important. Golden Chick first partnered with the Texas Rangers in 2018 as the sponsor for the iconic Dot Race, a sixth-inning tradition that garners the attention of thousands of fans each game. Since then, Golden Chick has evolved its participation at Globe Life Field to include Golden Chick at the Ballpark with special ballpark-only menu items like the Golden Chick Bases Loaded Fries and fried pickles. In 2022, and continuing in 2023, the brand became the title sponsor of the Jr. Rangers Kids Club, offering great team merchandise and discounted tickets for young Texas Rangers fans 13 and under.

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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