Golden Chick Soars to New Heights with Unprecedented Growth and Unrivaled Customer Loyalty
In a remarkable journey marked by authentic reactions and incredible growth, Golden Chick, the beloved regional chicken brand, has surpassed all expectations and emerged as one of the industry's fastest-growing Quick Service Restaurant (QSR) brands. As the four-year-old campaign undergoes a refreshed look, Golden Chick remains committed to capturing authentic moments and showcasing the taste and quality that drive their continued growth. With a dedicated partner in The LOOMIS Agency, a leading restaurant advertising agency, Golden Chick anticipates a future marked by sustained success and unwavering customer loyalty, further enhancing the Golden Chick brand story.
A Partnership That Sparked Success
In 2014, Golden Chick embarked on a transformative journey with The LOOMIS Agency, aiming to rejuvenate its brand and ignite growth. Fast forward nine years, and the partnership has flourished, achieving more than a twofold increase in units and consistent month-over-month same-store sales growth that outpaces industry peers.
Turning Insights into Triumphs
Recognizing an awareness challenge early on, LOOMIS strategized to showcase Golden Chick's commitment to quality. Leveraging a captivating "One Taste & You're Golden" campaign, featuring mouth-watering food trailers and humorous interviews, the initiative successfully introduced the brand to new customers while reigniting the passion of lapsed patrons.
Innovating the Experience
Golden Chick's commitment to quality extended beyond advertising, transforming the in-store experience. From updated artwork and redesigned menu boards to new Point-of-Purchase signage, the campaign reinforced the brand's core values of delicious chicken, 100% tenderloin, 24-hour marination, ample side choices, and freshly baked rolls.
Beyond Chicken: Innovations That Delight
The campaign evolved, emphasizing core products and introducing innovative items like the Big & Golden Chicken Sandwich, panko-breaded Shrimp, and Wicked Wings. These additions showcased Golden Chick's dedication to quality and innovation, capturing the taste buds of both loyal patrons and new enthusiasts alike.
Media Mastery for Mass Appeal
LOOMIS executed an "always on" media strategy, utilizing local broadcast television, spot cable, radio, and sports sponsorships to reach audiences during key meal decision times. Noteworthy partnerships, including the Golden Chick Dot Race during Texas Rangers Baseball home games, kept the brand in the hearts of fans.
A Harmonious Refrain
Recognizing the need for a fresh sound, LOOMIS revamped the original jingle, enlisting the vibrant voice of Frisco, Texas native Britney Holmes. The new jingle and the "One Taste & You're Golden" campaign added a dynamic energy that resonated with audiences.
Triumph in Trying Times
Despite the challenges posed by the 2020 pandemic, Golden Chick not only weathered the storm but thrived. System-wide sales reached unprecedented heights, propelling the brand to the 142nd position in the Restaurant Business' Top 500. Sales and unit growth outperformed competitors, securing Golden Chick's position as a Next Gen brand by Nation's Restaurant News.
A Testimony to Success
Howard Terry, Chief Marketing Officer at Golden Chick, expressed gratitude, stating, "The LOOMIS Agency is more than an agency to us, they are a partner." Acknowledging the pivotal role LOOMIS played in their growth, Terry commended the agency's breakthrough creativity and the impact of the "Man on the Street" campaign.
The Golden Chick's Journey Continues
As the four-year-old campaign undergoes a refreshed look, Golden Chick remains committed to capturing authentic moments and showcasing the taste and quality that drive their continued growth. With a dedicated partner in LOOMIS, a leading restaurant advertising agency, Golden Chick anticipates a future marked by sustained success and unwavering customer loyalty.
