Church’s Chicken achieved a 540% increase in Order Ahead Sales in 2020 YoY, in part due to a digital transformation it underwent in 2019. In addition, delivery sales rose by 77% and the web digital conversion rate hit 16%, the company has announced.
The digital overhaul included enhancements to the chain's new mobile app and email platform. In addition, Church’s launched a new customer database.
“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,” states Alan Magee, vice President of digital marketing & technology for Church's.
The company also reports that nearly 85% of guests engage with the brand on a mobile device.
In addition, a new mobile welcomer (or location finder) has increased conversions by 27% among mobile users.
Moreover, Church’s has achieved a 295% increase in digital restaurant engagements.
Active loyalty engagement went up by 40% last year, thanks to a CRM platform relaunch, and fan engagement increased by 63%. Impressions rose by 146%.
The company fielded three successful engagement campaigns: Drive Thru Graduation, Camp Smokehouse Backyard Giveaways and the Church's Chicken Sandwich Truck.
Church’s now has eight third-party delivery partners, reaching 90% of domestic locations.
With guests now able to place contact-free orders and access app-only promotions, there has been an uptick in adoption by Gen Z and Millennial customers.