Brand Awareness and Your Chicken Restaurant Franchises

Our Chicken Restaurant Franchises Leverage Strong Brand Awareness

In the fast-paced world of quick-service restaurants (QSRs), particularly the highly competitive fried chicken sector, standing out from the crowd requires more than just crispy perfection; brand awareness is critical, especially as it pertains to marketing. Church’s Texas Chicken® has stood out as a consumer favorite for over 70 years, and the owners of our chicken restaurant franchises have enjoyed unbeatable brand awareness as a result.  

For established names like ours with a deep history, brand awareness is a game of leverage. We’ve spent decades crafting a recognized and respected image and a loyal customer base, becoming part of people’s lives in meaningful ways. Let's take a look at the power of brand awareness and explore how leveraging our legacy helps us stay at the forefront of the fried chicken market.

Some Perks of Brand Awareness

QSR brand awareness translates into how easily consumers recognize and recall a brand. It's that spark of recognition that ignites a craving for something delicious and satisfying — in our case, the tender and crispy fried chicken that has come to define the Church’s Texas Chicken® name. Simple brand awareness can, in one second, accomplish what can take years and is crucial for any QSR, especially one in the fried chicken sphere. Our established brand awareness allows us to create marketing strategies that: 

• Cut through the clutter: The QSR landscape is extremely competitive. Our brand awareness ensures your Church’s Texas Chicken® franchises stand above the fray.
• Encourage familiarity and trust: A recognizable brand name evokes a sense of familiarity and trust. Consumers are more likely to choose a brand they recognize over an unfamiliar one.
• Drive word-of-mouth marketing: A strong brand fosters positive word of mouth. Satisfied customers become your walking billboards, spreading the love for your Church’s Texas Chicken® franchises.
•   Build customer loyalty: Brand awareness fosters a sense of loyalty. When consumers have positive associations with your brand, they're more likely to return for their next fried chicken fix.

The advantages of brand awareness (1) can’t be overestimated. When our franchisees open their new restaurants, they get immediate access to it, allowing them to focus more on growth and customer service and far less on establishing their presence — because we’ve already done that for them.

Tracking Brand Awareness

You might be tempted to think that because we’ve already established brand awareness, we can set it and forget it. Actually, nothing could be further from the truth. Brand awareness is like a strong and beautiful tree: it stands out, but it still needs care and attention. We track our brand awareness carefully, using key performance indicators like:  

• Brand mentions: Who is mentioning our brand and where? We monitor social media, news outlets, online chat groups, and more.
• Website traffic: We track how often people visit our consumer website, what pages they’re looking at, and how long our visitors stay on our website.
• Search engine visibility: SEO or search engine optimization is something we pay close attention to, allowing our brand to stay at the top of internet searches and inquiries.

Staying attentive to how hard your brand awareness is working and what it’s contributing to your marketing efforts goes a very long way toward overall bottom-line success.

Our Work Is Never Done

The fact is it would be far easier for a brand with our history and track record to simply assume our legacy is enough. But we know that would be a mistake. Our work is never done, and our commitment to our franchisees demands that we work tirelessly to help them succeed. While our history provides a solid foundation, our brand awareness strategy requires constant adaptations and evolution; at the same time, we must stay true to our core values and the things that have made us the premier Texas chicken fast-food brand we are today.

We’ve built brand trust through consistency, delivering our delicious menu to customers who know what to expect, making them more likely to choose your Church’s Texas Chicken® restaurants over an untested option. Ours is a beloved and nostalgic brand that evokes emotional connections with customers, and we’ve become woven into the cultural fabric of many of the communities we serve. And while we never rest on our laurels, regularly introducing new menu items or twists on old favorites to keep things exciting, we make sure to remember just what it is that has allowed us to stand the test of time. 

In the competitive world of QSR chicken restaurant franchises, brand awareness reigns supreme. For an established name like ours, our brand awareness provides each franchisee with a significant competitive advantage. By capitalizing on nostalgia, cultural significance, and trust earned through consistent quality, we’ve leveraged our chicken restaurant franchise legacy into a modern marketing strategy that’ll keep you at the top of the pecking order. 

To find out more information about our franchising opportunities and how Church’s Texas Chicken® stands head and shoulders above the rest, reach out to our franchise team today!

1. Forbes; To Convert More Customers, Focus On Brand Awareness