Church’s Chicken is poised for a big 2019 after posting its best sales year since 2014. Historically, Church’s has relied on itself being a ‘Legacy’ brand with a 66 year history and very loyal customer base. Recently, they have shifted their marketing strategy to become highly digital and consumer-centric, which has a boosted this tremendous lift in sales. The biggest challenge facing Church’s is to continue to speak to their older fan base through traditional forms of media while also reaching the younger millennial audience across digital channels. While they understand they are still in the early stages of creating a digital footprint for the brand and building out their social channels, one thing that has helped them is their seamless story telling of their brand across both traditional and traditional fronts to maintain that consistent brand message across all age groups. They have been able to convey the continuous message of, “real food, real people” and create a unique sense of digital accessibility. Wherever and whoever is looking for information, Church’s digital environment aims to be easy to navigate.
The way Church’s approach has shifted to digital shows that they’re attempting to expand their audience base, while at the same time keep their old models not to exclude the older fan base. It seems that the consistent brand message & tone has played a vital role in the success against the expanded audience understanding.
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