Church’s Chicken is crediting the re-launch of its Bourbon Black Pepper Smokehouse Chicken LTO with giving the brand a 4.2% lift in sales over the course of the promotion’s first half, when a news release said the brand has also outperformed last year’s sales results for the same period. Likewise, the chain said its customer counts have been positive year-to-date, sparking positive same-store sales over 14 of the last 17 weeks.
“The response to Bourbon Black Pepper Smokehouse Chicken has been unprecedented,” adds Chief Marketing Officer for Church’s, Brian Gies. “In fact, for as long as we’ve been measuring the success of limited-time-offers, nothing has outperformed Bourbon Black Pepper Smokehouse Chicken. …We are seeing double-digit comp sales and traffic in many of our ultra-competitive chicken markets, like the Carolinas, Atlanta, Chicago and New Orleans, where over 100 Smokehouse Chickens are being ordered in the average restaurant daily.”
The brand said its latest ad campaign has been key in its success also, with measurement company, Ace Metrix ranking the campaign No. 1 among fried chicken brands year-to-date when compared against other brands’ commercials airing during the same period. The Bringin’ That Down Home Flavor TV campaign aired nationwide as part of an integrated traditional and digital media approach to re-introduce the brand to consumers.
In fact, the ads that feature Bourbon Black Pepper Smokehouse Chicken indexed at Ace Scores of 661, significantly above the category norm of 583. The longtime, Texas-born chicken brand has 1,500 locations in 23 countries and international territories and system-wide sales of more than $1 billion with expectations of opening 70 locations worldwide this year.