Zaxby’s Positioned for continued growth in 2012

By Staff Writer Atlanta Trend

• Mar 01, 2012

Zaxby’s, the fast-casual chicken restaurant is growing in an economically stressed environment. Why? Because they have Molly Huff, the Director of Marketing, helping to lead the way to growth. Marketing has played a significant role in their success and will continue to play a significant role as they move into 2012 and beyond. Prior to the start of 2011 and 2012, a strategic marketing plan was developed to support the goals for the brand’s calendar year. Based on that calendar year, Zaxby’s develop fully integrated marketing and advertising campaigns so that messaging is consistent across all channels – from TV and radio to in-store point-of-sale, social media and local store marketing. “All of our marketing and advertising efforts strive to engage the user and interest them enough to visit a location, try a new product, keep reading, keep watching, etc.  Research is also very important. We value knowing our guests and their feelings toward the brand. Research is always the foundation for everything we do”, Huff stated. 
As social media continues to move forward toward business integration and with more and more businesses planning to increase social media spending, indicating it as a high priority so too does Zaxby’s. Zaxby’s has a social marketing team focused on keeping up with trends and new developments as they happen. In addition to managing all of Zaxby’s social media efforts, the team utilizes social media throughout their personal lives, by keeping the team fluent in the social space enables them to better apply their everyday use and knowledge as a consumer. Zaxby’s is active on Facebook and Twitter, and also has a strong loyalty program with adults through the Zax Mail Club and children 10 and under through the Zax Kidz Club.  All of these efforts grow Zaxby’s social outreach and guest loyalty. In addition, the relationship between marketing and IT at Zaxby's as it relates to social media lets them have engaging conversations with their biggest fans. It not only allows them to communicate information, but give their fans a way to provide their feedback openly and honestly. The restaurants social media strategy is in line with their overall campaign and promotional strategies working to reinforce specific messaging they have planned throughout the year. But even more importantly, it gives them the opportunity to have some fun with their fans, providing them with a deeper look into Zaxby’s brand personality and Zaxby’s a closer look into their fans and what they love about this brand.
 
The fans love for this brand is obvious as seen in Zaxby’s continued steady growth. When asked if they had any plans to expand into other markets, Hayes communicated, “We are always looking into new markets, but our philosophy from the beginning has been that in order to make that growth successful, every move must be made with careful consideration and a strong strategy to support market development”. Based on this philosophy, Zaxby’s does plan to grow in new and existing markets in 2012. Five new restaurants opened up the first seven weeks in 2012. Six more are planned in the weeks ahead including new restaurants in Chamblee and Marietta. The Zaxby’s system currently consists of 546 restaurants operating in 12 states. To continue to grow in today’s stresses economic environment business are finding new ways to remain relevant, many of the QSR/relaxed dining restaurants are adding breakfast to their day part so it is not a surprise that Zaxby’s will also consider this opportunity. The company has done extensive research and development around what breakfast might look like and what their guest might expect from Zaxby’s for breakfast. But adding a breakfast daypart is a huge step for Zaxby’s for many reasons – it would have an impact on their licensee base, operations and many other aspects of their business. They still have some work to do before a final decision is made on what makes the most sense for the brand. 
 
As Zaxby’s moves into the future they are positioned for growth and definitely have a brand that resonates with their fans and a brand in which they love. They will continue to measure their success through growth. Transaction growth leads to sales growth. Sales growth helps each Zaxby’s restaurant and the communities they serve grow. “Growth at Zaxby’s comes from consistently creating encore experiences that enrich lives one person at a time. Zaxby’s has always been about great food and great experiences that are indescribably good”, stated Huff. 
 
Zaxby’s definitely has a clear vision and a strong marketing campaign that will enable them to continue to be successful in the years to come.