A POPULAR fast-food chain which some have hailed as “better than Popeye’s” has lifted the lid on its two-step plan for the future.
Church’s Texas Chicken bosses are eyeing up an ambitious $2billion in systemwide sales.
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The chicken restaurant’s CEO Roland Gonzalez has already made some changes, which included launching a loyalty program and testing drive-thru voice ordering automation.
Moving forward, the businessman revealed his future goals and strategies for Church’s.
“[We will] continue to lean into value and quality is something we’re definitely going to want to do,” Gonzalez told Restaurant Dive.
“There’ll be some innovations that lean on our core. People come to us for chicken.
“We’re going to be giving them different variations of that in really cool and innovative ways.
“We’ll take smart, calculated risks. You can expect us going into new markets and expanding our brand and our reach into other parts of the U.S.
“We will be also announcing some big growth outside of the U.S. as we continue to grow that pipeline.”
Church’s Texas Chicken and sister brand Texas Chicken have over 1,500 locations in 23 countries and have over $1.4 billion in systemwide sales.
The company added 81 new franchisees globally in 2022 and 69 in 2021, according to a press release published by the chain.
MAKING MOVES
In 2024, Church’s launched a loyalty program that allows consumers to trade points for redeemable menu items as way of bringing in more customers.
Real Rewards offers 10 points for every dollar spent and guests who sign up will receive a free chicken reward.
The reward is redeemable for a two-piece leg and thigh or a three-piece tenders.
Consumers are already asking the company to make the app available in neighboring countries, but Church’s Texas Chicken doesn’t have any immediate plans to do so.
The loyalty program along with a redesigned mobile app are both initiatives to build up its digital ecosystem.
Its app and online ordering allow guests to order pickup or delivery, earn and track points, and redeem rewards.
The program also includes a choice of free dessert, regular classic side, or a 22-ounce drink with any purchase for a customer’s birthday and sign-up anniversaries.
Members will also exclusive surprise rewards including day-of-the-week deals and special access to new and test menu items, according to the release.
Members can start redeeming for food after earning 250 points which is the equivalent of spending $25.
Rewards go up to 2,500 points, equivalent to spending $250, for the reward of a 16-piece legs and thighs meal.
Points will expire nine months after they are earned, as stated in the program’s terms and conditions.
Fast Food Rewards Programs
Several fast food chains offer a rewards program where consumers can earn points that are redeemable for in-store or online purchases:
Chick-fil-A
- Chick-fil-A rewards loyalty with a tiered membership structure that offers increasing benefits as you keep earning.
- Called Chick-fil-A One, the program offers four levels: Basic, Silver (starts at 1,000 points), Red (starts at 4,000 points), and Signature (starts at 10,000 points).
- Each tier unlocks additional benefits such as point multipliers, exclusive offers, and exciting perks.
Burger King
- Burger King’s Royal Perks program is designed to reward frequent customers with various benefits.
- It offers a point system called “Crowns,” and every dollar spent equals 10 Crowns.
- These Crowns can then be redeemed for a wide range of menu items, starting at just 250 Crowns.
Wendy’s
- Launched in 2020, Wendy’s app is a favorite among fast food fans. Points accumulate quickly and can be redeemed for various rewards.
- The app also notifies users of new offers and promotions fairly regularly.
Dunkin’
- Dunkin’ maintains a detailed rewards program on its mobile app.
- Though the program was recently revamped, it now includes a variety of food items and previously missing beverages to the list, as well as the opportunity to boost the amount of points with every dollar spent.
Panera Bread
- Panera offers two loyalty programs: MyPanera, which is the company’s free rewards system, and Panera Sip Club, a paid subscription that promises free beverages every two hours.
