Introduction
Church’s Texas Chicken has unveiled its innovative Real Rewards program, marking a significant milestone in the fast-food chain’s digital transformation journey. This strategic initiative, launched in August 2024, represents the brand’s first comprehensive loyalty program, designed specifically to enhance engagement with its value-seeking customer base across its network of over 1,500 locations.
Crafting Customer-Centric Value
The program’s structure reflects deep market research into customer preferences and behaviors. “Church’s is already a brand for value seekers,” explains Jessica Wu-McConnell, vice president of digital and loyalty. “We had very compelling pricing, but we did not have a true rewards program.” Unlike many competitors’ digital-only programs, Church’s unique approach allows members to earn and claim rewards regardless of payment method—cash or digital—ensuring accessibility for their diverse customer base.
Building Inclusive Engagement
At the heart of the program is a flexible reward structure that prioritizes what customers value most: free chicken. The initiative specifically caters to families with targeted offerings, allowing members to earn points that can be redeemed for family-sized meals. This approach reflects Church’s commitment to understanding and meeting their customers’ core needs, with approximately 50% of their customer base being cash buyers.
Engineering Digital Evolution
Implementation of the program involved comprehensive change management across the organization. The company mobilized leadership, franchisees, and frontline team members to ensure seamless execution. To generate excitement, Church’s launched an integrated marketing campaign, including a bold promotion offering 500 members free chicken for a year—a level of promotion typically reserved for new menu launches.
Shaping Industry Standards
The program represents more than just a loyalty initiative—it’s part of a broader transformation in customer experience, including redesigned stores and enhanced digital engagement. As the company gathers more customer data through the program, it plans to continue evolving and refining its offerings to better serve its community.
This strategic launch demonstrates Church’s commitment to building stronger relationships with its customers while setting new standards for inclusive loyalty programs in the quick-service restaurant industry. By focusing on accessibility and tangible value, Church’s is positioning itself for sustained growth in an increasingly competitive market.
