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ABOUT CHICKEN SALAD CHICK

A fast casual restaurant based in Auburn, AL that was founded in 2008. With over 60 locations and adding 30 – 40 additional stores per year, it was ranked #37 in America’s Fastest Growing businesses.

Goals

Knox Sports began working with CSC in April of 2016. When we first met with the company they had contracts with 4-5 schools. Majority of their assets were branding focused and they had no system in place to evaluate whether they were receiving a successful return on their sponsorship investment.
Through the negotiated process, we implemented strategies with the goal of generating traffic into the local stores and a system for monitoring the traffic.

Execution

Promotions were executed utilizing their existing Craving Credits app to distribute prizes. Depending on the type of promotion, fans would download the app and enter a designated code to enter into the app which automatically generated a prize (i.e. Free Scoop of Chicken Salad, $5 off next purchase). To redeem the prize, fans had to visit the local store. Through the app we were able to track the following:
# of people who downloaded the app (new customers)
# of people to enter keyword
# of people who redeemed the prize (visited the store)
Total excess spent with each visit.

Results

This information provided Knox Sports and Chicken Salad Chick with data to:

  1. Track the effectiveness of the promotion (i.e. # of fans entering keyword and redeeming prize)
  2. Make any necessary adjustments immediately to ensure pre-determined goals would be achieved
  3. Determine the return on the investment by analyzing the total amount of direct sales generated by promotion.

In 2016/2017 this promotion took place at University of South Alabama.  By the end of the contract year, the promotion had generated in-store sales equal to the amount of the sponsorship. The Chicken Salad Chick franchisee renewed the sponsorship for an additional year.

Want to learn more?
Let the team at Knox Sports negotiate the best value for your sponsorship contracts.