Dive Brief:
- Church’s Texas Chicken has launched a loyalty program called Real Rewards for customers to use in-store, online or through the mobile app, the company said Monday.
- Real Rewards offers 10 points for every dollar spent, and guests who sign up will receive a free chicken reward redeemable for a two-piece leg and thigh or a three-piece tenders.
- The loyalty program along with a redesigned mobile app are part of the chain’s push to bulk up its digital ecosystem. Its app and online ordering allow guests to order pickup or delivery, earn and track points and redeem rewards.
Dive Insight:
The rewards program will add to Church’s current value proposition, which includes items like its popular two-piece chicken and biscuit bundle for $2.99.
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 receive surprise rewards including day-of-the-week deals and special access to new and test menu items, per the release.
Members can start redeeming after earning 250 points, the equivalent of spending $25, and rewards go up to 2,500 points, equivalent to spending $250, for the reward of a 16-piece legs and thighs meal. Points expire nine months after they are earned, per the program’s terms and conditions.
Church’s has been on a growth trajectory since it was bought by High Bluff Capital Partners and FS Investments in 2021. The company added 81 new franchisees globally in 2022 and 69 in 2021, according to Church’s 2024 franchise disclosure document. The chain has been moving toward smaller prototypes that can speed up development and offer multiple queues and drive-thrus. 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.
Chain restaurants have been updating or rolling out loyalty programs this year to help drive traffic and offer value without having to heavily discount. Many programs are getting enhanced with personalization and customized offers. Chains like Krispy Kreme and Red Robin switched to points-based programs as part of their revamps earlier this year.
