• by Doug Parks , Yesterday

QSR is brimming with players that span every conceivable concept and product, but the chicken coop is especially crowded. At regional, national, and global scales, the QSRs built on fried chicken are all vying for attention.

As any marketer knows, when the competition is fierce, so are the costs. Trying to spend dollar for dollar with the top couple brands is, shockingly, not a viable marketing plan.

But as a former QSR marketer myself, this is why I love following the brands climbing the ranks. They make magic out of smaller budgets. And not just out of necessity, but because that savvy, bold approach is a part of their DNA. It’s often what got them to where they are now. 

Church’s Texas Chicken has been on a long journey to reach today, founded all the way back in 1952. They have a wide but regional reach in the U.S.—operating in just under 30 states—and they boast a global footprint with a passionate fanbase.

How are they carving out space in this hyper-competitive field? What levers are they pulling in their media and marketing to drive better outcomes?

This week we sit down with CMO Navin Sharma to talk about how he’s making smart bets on increasingly digital channel mixes and guiding his team to shift their mindset around speed, agility, and performance.

You can listen to the entire podcast at this link.

And don’t miss Navin’s presentation at the TV & Video Insider Summit in Deer Valley next week.