Zaxbys is hoping its latest Dry Rubs lineup will inspire customers to
switch teams when it comes to their chicken QSR loyalty.
The brand has tapped top three college basketball players, all of whom are transferring their "loyalty to Zaxbys,” to encourage
customers to do the same. Cameron Boozer is power forward, his brother Cayden Boozer is point guard, and Khamenia is freshman forward, all for the Duke Blue Devils team.
A “Transfer
Portal” is now available in the Zaxbys app, where new Zax Rewardz members can also declare their newfound loyalty to the chain. The first 100,000 new Zax Rewardz sign-ups through the transfer
portal will receive a "sign-on bonus” of several free food options from the chain’s Dry Rub menu with the purchase of any size drink.
“Every March, players hit the transfer
portal. This year, chicken fans should too,” said Patrick Schwing, Zaxbys CMO, in a press release. “With the permanent addition of Dry Rubs to the Zaxbys roster, we're opening our
version of the Transfer Portal for anyone ready to upgrade their gameday meal. Loyalty isn't automatic — it's earned.”
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The brand rolled out its new Dry Rubs menu last month,
featuring Garlic Parmesan, Nashville Hot and Lemon Pepper options.
Zaxbys has also launched a Boozer Brothers digital-exclusive meal, which includes Nashville Hot Chicken Fingerz, Lemon Pepper
wings, garlic parm fries and a small lemonade. The brothers star in online videos promoting the transfer portal and meal, such as seen here, where they joke around with Khamenia and tout their favorite Zaxbys flavors.
The loyalty transfer promotion runs through
April 6.