One Taste and You're Golden Campaign Refresh

Golden Chick had an awareness problem. Despite 50 years of consistent growth, research revealed that < 10% of Golden Chick customers were 1st-time guests – put another way, once someone tried their delicious chicken, they were highly likely to come back. Qual/quant research scored the chain with high marks relating to both quality and healthy perceptions versus several other chicken restaurant brands. We knew if we could get people to try Golden Chick, the product would sell itself. We encouraged the client to lean into their commitment to quality food and put together a campaign to take this “quality” message to the masses. Enter the Golden Chick food trailer and our improvisational interviewer, Marty. With mouth-watering food photography, updated brand music, and humorous interviews of people tasting Golden Chick for the very 1st time, the campaign introduced Golden Chick to new customers and reminded lapsed customers why they loved everything on the menu.

Since its launch, the campaign has expanded the focus on quality core products to launch innovative promotional items. From a partnership with Fletcher’s Corny Dogs when the pandemic shut down the Texas State Fair, to tantalizing new tastes like their Big & Golden Chicken Sandwich, panko-breaded Shrimp and made-to-order Wicked Wings, the campaign showcased quality food made the Golden Chick way. This year, we took a refreshed, more organic approach to television to tap into the authenticity of the campaign even more.

System-wide sales have never been higher. Surpassing the 200th store mark, the brand ranks 142 in the Restaurant Business’ Top 500 and was named a Next Gen brand by Nation’s Restaurant News. During 2020, as the pandemic decimated the restaurant industry, Golden Chick not only survived but thrived. In 2021, sales and unit growth beat out three of the most popular chicken chains in the NRN top 15. From 2020-2022, the brand increased its NRN ranking by 43 spots. SSS grew by double digits. Sales growth was higher than 6 restaurants in the top 10. AUV was higher than 5 other chicken chains in the top 10, overall.