Chicken's Undercover Growth Leader: Krispy Krunchy Chicken

 

In the bustling world of quick-service chicken, a quiet yet powerful player is emerging as a growth leader. While legacy chains scramble to retain market share amidst a highly competitive landscape, Krispy Krunchy Chicken (KKC) is stealthily carving out its niche, capturing the attention of savvy consumers and industry insiders alike. Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, is ready to dive into the under-the-radar success story of KKC and explore why its growth is set to continue.

The Quiet Evolution of the Chicken Market

Legacy chicken chains, long considered stalwarts in the industry, are facing significant challenges. Brands that once dominated the market are now witnessing a decline in customer loyalty and market share. Factors such as menu fatigue, pricing wars, and a lack of innovation have left these giants vulnerable. Meanwhile, smaller, more agile players like Krispy Krunchy Chicken are seizing the opportunity to differentiate themselves and attract a new wave of consumers.

KKC's growth is particularly remarkable when considering the brand's unique positioning. Founded in Louisiana in 1989, KKC has quietly expanded its footprint to nearly 3,000 locations across 47 states. Unlike traditional standalone QSRs, KKC operates primarily through a "store-in-store" model, partnering with convenience stores, truck stops, universities, casinos, and big-box retailers. This strategy allows KKC to offer its signature hand-breaded, mild Cajun-spiced fried chicken and tenders in convenient, accessible locations, enhancing profitability for its partners and driving customer traffic.

5 Reasons Why Krispy Krunchy Chicken's Growth Will Continue

1.       Value Proposition: In an era where consumers are more budget-conscious than ever, KKC's introduction of the $4 Value Meal is a masterstroke. This offering provides customers with a choice of two pieces of dark meat bone-in fried chicken or two hand-breaded Cajun tenders, served with crispy potato wedges. As CEO Jim Norberg aptly puts it, "We represent quality, cravability, and value." This balance of affordability and quality ensures that KKC continues to attract a broad customer base, particularly during economically challenging times.

2.       Strategic Location Partnerships: KKC's store-in-store model is a game-changer. By partnering with high-traffic locations like convenience stores and big-box retailers, KKC ensures consistent visibility and accessibility. This model reduces overhead costs and provides KKC with a steady stream of customers who are already shopping at these locations. The result is a mutually beneficial relationship that boosts sales and enhances the customer experience.

3.       Product Quality and Uniqueness: KKC distinguishes itself with its mildly Cajun-spiced offerings, a nod to its Louisiana roots. The chicken is marinated and breaded in small batches, ensuring freshness and a superior taste. This commitment to quality and unique flavor profile sets KKC apart from competitors and keeps customers coming back for more.

4.       Flexibility and Innovation: Unlike many legacy brands, KKC is not bogged down by a rigid corporate structure. This flexibility allows the brand to quickly adapt to market trends and consumer preferences. For instance, the launch of the $4 Value Meal demonstrates KKC's ability to respond to demand for affordable, high-quality meals. This nimbleness is a key factor in the brand's sustained growth.

5.       Focused Marketing and Brand Positioning: KKC's brand messaging is clear and consistent. The emphasis on value, quality, and a distinctly Cajun culinary experience resonates with a diverse consumer base. Furthermore, the brand's limited availability on delivery platforms such as DoorDash, UberEats, and GrubHub creates an exclusive, must-visit appeal, encouraging customers to visit in person and potentially increase impulse purchases.

Think About This

Krispy Krunchy Chicken's rise as a growth leader in the chicken QSR segment is no accident. The brand's strategic focus on value, quality, and convenience, combined with its innovative store-in-store model, has positioned it as a formidable player in the industry. As legacy chains struggle to retain relevance, KKC continues to thrive, offering a compelling alternative for consumers seeking delicious, affordable chicken options.

In a market ripe for disruption, Krispy Krunchy Chicken's formula for success is clear: stay adaptable, prioritize value, and never compromise on quality. As the Grocerant Guru®, I foresee continued growth for this undercover powerhouse, as it quietly but confidently claims its rightful share of the chicken QSR market. The next time you crave a satisfying meal, keep an eye out for KKC—you might just discover your new favorite chicken spot.

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Church’s Chicken Customer Relevance Get With-It

 

Maintaining customer relevance is not as easy as it seems at most chain restaurants.  Yes, there are cost involved and there is always someone saying no that cost too much.  So, according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® there are many times chain restaurants go from falling a ’little’ behind to a ‘lot’ behind.  Consumers are dynamic brands must be as well.

Here is a story two years in the making; nearly two years since Church’s Chicken first embarked on a digital transformation focused on reaching new guests with digital media and creating loyalty with engaging experiences at every interaction, all in order to garner incremental customer relevance,

So, guess what? Since they began down the digital path, digital has been a key driver of the brand’s positive sales and growth, with 2020 turning in impressive results from this key focus area. Church’s Chicken saw a 540 percent increase in Order Ahead sales in 2020 compared to the previous year, third-party delivery sales increased by 77 percent in the same period, and web digital conversion rate reached 16 percent.  Johnson say’s strategy focused on customer relevant touchpoints wins.

Alan Magee, Vice President of Digital Marketing & Technology for Church’s stated, “The digital success we are seeing now is because of plans and initiatives first put in place in 2019,” … “The industry has been shifting to a digital-first approach over time and the pandemic has only accelerated this consumer behavior. Church’s digital transformation allowed us to pivot quickly in response to COVID-19 and we even ended the year with six months of consecutive positive sales as a result. Our investment in building both integrated and consumer focused digital platforms continues to allow us to thrive as a brand”

So, at the end of 2020 marked the completion of multiple initiatives all aimed at sales growth, market presence, and operational efficiencies. Let’s take a look at the Highlights:

Relaunch of Churchs.com with a focus on mobile optimization

Nearly 85 percent of guests engage with the brand on a mobile device. A new website, channel strategy, and mobile welcomer (location finder) were rolled out to help guests go from first impression to desired action within three clicks.

Since launching the mobile welcomer, conversion increased 27 percent among mobile users

There has been a 295 percent positive growth in digital restaurant engagements 

CRM Platform Relaunch:

In addition to the revamped web experience, Church’s also made dramatic enhancements to its new mobile app, email platform, and launched a new customer database in order to create more personalized and dynamic communications.

Active loyalty engagement increased by 40 percent in 2020

Expanded Social Media Presence

A new social media playbook, with a focus on community engagement with loyal fans, micro-influencers, and in-market engagement campaigns broadened Church’s footprint across the social media landscape.

Fan engagement grew 63 percent year-over-year between 2019 and 2020

Impressions were up 146 percent from 2019

Church’s successfully executed three engagement campaigns – Drive Thru Graduation, Camp Smokehouse Backyard Giveaways and, most recently, the Church’s Chicken Sandwich Truck

Expansion of E-commerce (Church’s To Go)

Church’s added Google Ordering and Curbside Pick-up to its existing Order Ahead and Drive-Thru options.

Third-party delivery expanded to a total of eight brand partners live in nearly 90% of domestic locations, offering additional reach and faster speed of service

Together, these efforts produced an 87 percent increase in off premise revenue year over year.

One of the significant points within the transformation was the Church’s mobile app. Magee and the digital team performed an end-to-end overhaul to include more robust functionality. Guests can now make contact-free pick up orders, access exclusive app-only promotions, and save favorites for easy re-ordering. Because of this, Church’s saw an uptick in adoption among GenZ and Millennial audiences, particularly following the launch of the new Church’s Chicken Sandwich.

“Most importantly, we translated our increased digital position into sales,” adds Magee. “That is a critical benchmark for us as the digital space becomes more crowded and competitive. We’re out to grow our customer base in ways that drive traffic and create loyalty, because it’s ultimately the experience of Church’s quality food and authentic hospitality that makes people Church’s fans for life.”

Consumers are dynamic brands must be as well. Do you have strategy focused that is focused on customer relevant touchpoints of today or yesterday? Are you looking a customer ahead?

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Church’s Chicken Expands Grocerant niche Mix & Match Meal Bundling

Do you want big results then your company must do big things in the minds-eye of the consumer.  Doing the same thing, the same way will get you the same results according to Tacoma, WA based Foodservice Solutions® Grocerant Guru®, Steven Johnson. 

That is most likely the reason that Church’s Chicken has adopted the proven formant of grocerant Ready-2-Eat and Heat-N-Eat fresh prepared food marketing clues to success according to Johnson.  The $5 Real Big Deal is Church’s most customizable, highest value offering, and will be available at every Church’s restaurant across the nation leverage portability, price, and mix and match bundling to drive sales.

Hector Munoz, Executive Vice President & Global Chief Marketing Officer at Church’s Chicken stated  “While other restaurants are working to bring ever-more competitive pricing to the market, Church’s is winning by offering value in a new way … through an abundance of flavor and choice,”  “Our chicken and biscuits are only one dimension of the Church’s quality chicken  experience. We also feature a full complement of home-style sides that guests can fully explore without any change in price.”

Ok, he did state price was not a key driver.  However regular readers of this blog know he had to say that.  The fact is our Grocerant ScoreCards, have proven that price continues to be a leading factor in driving trial and customer adoption.

Munoz continued  “Real value is an experience guests can return to time and time again while also finding something new and fresh to enjoy,”… “The $5 Real Big Deal is putting our guests in charge, and allowing them to create entire meals—including sides—with a level of variety rarely seen in the industry.” We all know the value of Mix & Match bundling brings to the grocerant niche.

Church’s Chicken did edify our points when they went on to say “The $5 Real Big Deal was created in direct response to guest feedback to make value more accessible through additional variety at affordable price points. With multiple pieces of chicken, two sides, a biscuit, and a Jalapeño pepper, the deal provides a considerable amount of quality food at an unbeatable $5. Church’s executives believe the brand is enjoying unparalleled franchisee support for the new meal because of the value and control it provides guests, which is backed up by the in-market testing conducted over the past few months.”

Success does leave clues www.FoodserviceSolutions.us  is the global leader in grocerant niche business development.  We can help you identify, quantify and qualify additional food retail segment opportunities.  Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation?  Want one?  Call 253-759-7869 Email: Steve@FoodserviceSolutions.us

Long John Silver Finds Treasure in Chicken

Foodservice Solutions® Grocerant Guru® Steven Johnson believes that Long John Silver’s has found the right recipe to drive top line sales and bottom line profits.  The recipe includes focusing on price with a #5 Reel Deal Box and offering Crispy Breaded Chicken Tenders to the mix and match combo deal. 

The team at Tacoma, WA based Foodservice Solutions® continues to track customer price point acceptance, adoption, and comfort with the $5 price point.  In addition Millennials and Gen Z zeal for chicken tenders is akin to Baby Boomers zeal for burgers.   Recently Long John Silver’s added a brand new Crispy Breaded Chicken Tenders to the menu of options for the $5 Reel Deal Box.  

Stephanie Mattingly, vice president of Media and PR. For Long John Silver’s stated “The crunch of the lightly cooked breading and the succulent, juicy chicken work in tandem for a flavor we think our customers will love.” Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food with Mix and Match options continue to be top sellers in all areas of retail foodservice to according to our Grocerant Guru®.

The Long John Silver mix and match $5 Reel Deal Box includes a choice of “three Crispy Breaded Chicken Tenders, two pieces of classic battered fish or chicken, or one piece of classic battered fish and 3 shrimp. All of the choices are served with natural-cut fries, two signature hushpuppies, an icy cold 20-ounce drink, and a Hershey’s Chocolate Chip Cookie for dessert.”

Interested in learning how Foodservice Solutions 5P’s of Food Marketing 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:  www.FoodserviceSolutions.us for more information.

Grocerant Guru® Retailers Don’t Forget Rotisserie Chicken

Foodservice Solutions® Grocerant Guru® Steven Johnson’s after being invited to a Sadie Hawkins dance dad said dance with the one that brought you.  Grocerant niche Ready-2-Eat and Heat-N-Eat food drove top line sales and bottom line profits for grocery stores when they introduced rotisserie chicken.  Success does leave clues and our clue for today is keep dancing with rotisserie chicken.

With competition for share of stomach increasing and with 85% of family meals containing at least one grocerant niche Ready-2-Eat or Heat-N-Eat fresh prepared meal component rotisserie chicken just might be the center piece for the table you have been looking to expand your fresh food meal components options with according to Johnson.  

Mike Kostyo, senior manager at Datassential stated “supermarket prepared food departments are the fastest-growing segment of the foodservice industry, and predicted that the category will grow 3.8 percent in 2017.” The Food Marketing Institute (FMI) recently reported that “Prepared foods accounted for 58 percent of the $24 billion in deli sales in mid-2016 and are considered an emerging driver of growth”

Regular readers of our Grocerant Guru® blog know that mix and match meal components are key drivers for retailers in building top line sales and bottom line profits. The key question most consumers have at 4 PM is What’s for Dinner?  Consumers are seeking a family meal solution leveraging a protein entrée as the center piece creates a platform to solve the age old question What’s for Dinner.

According to Nielsen’s “Power of Fresh Prepared/Deli” study, 96 percent of shoppers purchase deli/fresh prepared foods once a year, only 12 percent think of visiting the deli regularly when deciding what to do instead of cooking dinner”.  Aggregate data from Foodservice Solutions® Grocerant ScoreCards reveled that lack of fresh prepared protein options drove consumers to from one retailer to another.

So, what other protein options should you be adding to your offerings in addition to rotisserie chicken because you always want to dance with the one that brought you.  Pork is the most widely eaten meat in the world accounting for over 36% of the world meat intake. It is followed by poultry and beef with about 33% and 24% respectively.

Expanding variety Ready-2-Eat and Heat-N-Eat proteins empowers you to offer a greater selection of mix and match meal components thus elevating the consumer perception of where to get What’s for Dinner. The ability for family meal customization utilizing single portion or multi-portion entrees and meal components is a critical success driver according to the team at Foodservice Solutions®.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant