Chicken Salad Chick

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Chicken Salad Chick Marketing

Three ad or marketing campaigns that Chicken Salad Chick has run within the past 2 years include their Mother's Day promotion in 2018, their grassroots marketing, and the release of their app.

Mother's Day 2018

  • From May 11 to May 12 in 2018, Chicken Salad Chick locations ran a promotion to celebrate Mother's Day. Among the in-person deals, each restaurant gave the first 100 moms a door prize.
  • Chicken Salad Chick also ran a campaign on their social media entitled "Momisms." The campaign prompted mothers to submit their favorite words of advice. The company chose one winner from the submissions they received at the end of the campaign.
  • The founder of Chicken Salad Chick, Stacy Brown, is a mother herself and wanted to celebrate other moms through this marketing campaign.

Grassroots Marketing

  • Tom Carr, the vice-president of marketing for Chicken Salad Chick, claims that local marketing is helping the chain expand at the rate that it is.
  • Carr explained in an interview with QSR Magazine that one of their key promotional approaches is in-person food sampling. By focusing on promoting within communities, he claims that word-of-mouth marketing by current customers can be the most effective at bringing in new customers.
  • Chicken Salad Chick primarily focuses on marketing towards women, according to an article in QSR Magazine. They also serve their chicken salads at schools where teachers can spread the word further about their products.
  • The type of media or approaches they use in their grassroots marketing campaigns is in-person through word-of-mouth, food sampling, and community engagement.
  • Chicken Salad Chick believes that tailoring their grassroots marketing or messaging to individual communities and engaging on a personal level with their local customer base can reap huge rewards.
  • According to Tom Carr, they meet individually with each franchise to discuss the local community, since Chicken Salad Chick is a company-owned brand. This has been vital in driving the company's growth, which means their grassroots marketing campaigns have been successful.

In-App Promotions

  • Since Chicken Salad Chick emphasizes local marketing and promoting a loyal customer base, they needed to come up with a way to reward those who frequently ate at their restaurants. To do this, they created an app.
  • The chain rewards purchases with "Craving Credits," instead of using discounts. The credits encourage customers to remain loyal and to keep coming back.
  • To promote their app, Chicken Salad Chick partnered with local colleges and teams to encourage them to download the app. They also use their digital platforms to increase awareness about the app and the benefits customers can reap from it.
  • The type of media used in the app campaign is primarily digital. This includes the app itself, through their local partnerships, and in their advertising for the app on their online platforms.
  • Some key messages from the campaign are "Craving Credits" and "Double Points Days."
  • Ali Rauch, the company's director of marketing, claims that they see surges in sales on the app's Double Points Days. Rauch also reported that guests love seeing their Craving Credits add up to reward them for their purchases.
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Chicken Salad Chick & Brentwood Associates

Brentwood Associates acquired Chicken Salad Chick from Eagle Merchant Partners on November 4, 2019, however, full information regarding the terms of the deal have remained confidential. General details on the recent deal regarding the two companies have been provided.

Brentwood Associates & Chicken Salad Chick Acquisition Report

Helpful Findings

Research Strategy

In order to provide insights on the current acquisition of Brentwood Associates and Chicken Salad Chick, we began research by looking for direct information from reports on the recent deal through numerous reports from Business Wire, The Business Journals, Nation's Restaurant News, Restaurant Business, and many more. However, while information regarding the report on the Brentwood Associates and Chicken Salad Chick deal was readily available, we were unable to acquire specific information such as the financial details between the two businesses.

Since a direct answer regarding the financial details on the acquisition were not available, we instead attempted to provide an alternative to answer this question. We began by acquiring financial information on Brentwood Associates and that of Chicken Salad Chick and tried to cross-reference this data in the hope that this would provide deeper insight on the financial transaction between the two companies. However, all the articles available indicate that Brentwood is a private-equity firm, and the terms and details of the transaction remain undisclosed.

With the fail of the first attempt to provide an answer to the financial details, we took our next strategy to the Brentwood Associates and Chicken Salad Chick websites with the hope that they would provide us with information on the transaction details. According to Brentwood's Website, they had the acquisition as part of their top news, but indicated that the terms of the deal were confidential. The Chicken Salad Chick's website did not provide any information regarding the acquisition. Considering that some of Brentwood's business acquisition transactions such as Zumier sports retailer are readily available, it is possible that the new acquisition that was done recently on November 4, 2019, is still in process or closing, therefore the details of the financial transaction are not available yet.