Staying linked at some stage in a time of disconnect is one of those COVID-19 enigmas restaurants can’t get away. If customers diagnosed a brand for one trait pre-virus, how can they make stronger the feeling from afar? For Zaxby’s franchisees Nick and Amy Navarro, and Amy’s brother, Josh Chapman, it become recollections of own family gatherings developing up in Georgia.
As “National Family Day,” approached, Zaxby’s brainstormed approaches to foster the once dine-in heavy occasion amid COVID-19 conditions. And so, it spun the possibility with an offbeat twist—take-home jigsaw puzzles at Kansas City, Missouri places (owned through the trio) on September 26. The shops offered the puzzles with the acquisition of Zax Family Packs from four to 8 p.M.
Zaxby’s Still Finds a Way to Bring Families Together
Pandemic or not, the chicken chain is engaging with a core DANNY KLEIN
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Zaxby’s jigsaw containers.
When clients put together the jigsaw puzzle they unencumber a QR code.
Staying linked during a time of disconnect is one of these COVID-19 enigmas eating places can’t break out. If clients recognized a brand for one trait pre-virus, how can they improve the sensation from afar? For Zaxby’s franchisees Nick and Amy Navarro, and Amy’s brother, Josh Chapman, it turned into memories of circle of relatives gatherings developing up in Georgia.
As “National Family Day,” approached, zaxbys survey brainstormed ways to foster the as soon as dine-in heavy event amid COVID-19 conditions. And so, it spun the opportunity with an offbeat twist—take-domestic jigsaw puzzles at Kansas City, Missouri locations (owned by the trio) on September 26. The shops supplied the puzzles with the purchase of Zax Family Packs from four to 8 p.M.
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They had been also sent to “first-rate customers” of Zaxby’s app. When clients positioned the 100-piece puzzle collectively, it discovered a QR code that would be scanned to redeem a chit for a free Zax Family Pack, which generally consist of a preference of 20 Chicken Fingerz or 30 boneless wings, plus crinkle fries, Texas toast, and dippling sauces, beginning at $24.99.
Zaxby’s CMO Joel Bulger took some time to talk with QSR approximately the attempt, and how the logo plans to remain engaged with its visitors, regardless of what pandemic curveball comes subsequent.
Let’s start with the jigsaw puzzle idea. Where did this begin, and what changed into the goal?
There's been a lot of data popping out of the pandemic that humans are turning to board games and jigsaw puzzles for entertainment. It's almost a throwback to own family recreation nights. There's something sweet and sentimental approximately collecting around a puzzle as a own family. We figured if we could feed families with our Zax Family Pack, why now not entertain them with a puzzle that leads to a chit for a loose Zax Family Pack. It's the first-class of all viable outcomes, proper? And it passed off on National Family Day.
How did you allow it with tech, specifically the QR code function?
We worked with our app associate, LevelUp, to contain the scanning functionality and generate particular QR codes that could be scanned into the app. Really this promotion become more about the usage of the capability in a brand new and fun manner to have interaction with our visitors. We already had a view on app extremely good users who love Zax Family Packs, so we rewarded them by using sending puzzles out inside the mail. That become further to the onsite activation at our Kansas City, Missouri places.
Talk approximately the own family event in standard for the duration of the COVID-19 stretch. How has Zaxby’s managed to fulfill the demand whilst also evolving into a virulent disease global?
The time period "own family" speaks to such a lot of one-of-a-kind stages for Zaxby's. We're circle of relatives owned as a company and lots of our licensees are multi-generational proprietor/operators. Our group participants at every location are like households. We needed to come collectively as one big Zaxby's own family to make it thru these difficult times. And then we are searching at our clients, who were homebound, a few dealing with job loss and monetary uncertainty. We needed to morph our business model nearly in a single day, leaning into drive-through and developing bundled menu items. We also created an ambient sound playlist on SoundCloud for logo fans who have been lacking the dine-in experience.