Church’s Chicken®

Refreshing a legacy brand

The Challenge

Church’s Chicken recognized the need for all retailers to bond with customers at every touchpoint. It came to Miller Zell wanting to strengthen its customers’ relationship with the brand by leveraging in- and near-restaurant communications.

The Solution

We created an upgraded look and feel for all in-restaurant and out-of restaurant merchandising, including direct mail, outdoor boards, window clings, interior and exterior translites, as well as additional signage that communicated specials and promotions. We updated packaging, and new menu boards helped customers find their favorite meals and efficiently move through lines.

The Result

Miller Zell partnered with Church’s and executed a year-long marketing plan encompassing all restaurant-related touchpoints for almost 1,000 locations. We played a key role as a legacy brand connected with loyal and new customers and produced positive sales growth that year.