Champs Chicken

“Champs Chicken is the best damn chicken I’ve EVER HAD! I went to baker expecting a #%^$&* chicken shop in a run down chevron, but instead got the CHICKEN OF A LIFE TIME.” – satisfied customer 

unexpected deliciousness from a gas station

Champs Chicken’s wasn’t born from some fancy business plan put together by stiff suits in a board room. It started in 1999 in a grungy garage in the rural Midwest town of Willard, Missouri. From that concrete floor to now over 400 locations in gas stations and mom & pop grocery stores, Champs Chicken serves up delicious fried chicken and comforting sides every day across the U.S.A.

In all truthfulness, this brand was created first for the retailer owner and second for consumers. They figured out how to make a foodservice program executable and profitable in a business-within-a-business setting, but along the way they hadn’t really adjusted to the shifting consumer needs of brand relationship and two-way communication to take the brand to the next phase.

So we stepped back, and yes, again, simplified what we were doing. Is what we are doing driving impact? NO? Kill it. We studied our customers, identified a sole brand archetype that resonated with the brand best, identified market needs/opportunities and complimentary supply and margin opportunities and executed only what drove worthwhile impact… like craveable imagery: make them hungry with their eyes; simplified messaging: get rid of the distractions and make it easier for consumers to activate; and promote value: responsiveness to consumer needs in an inflationary environment.

With a better idea of who [he/she] is, Champs Chicken is positioned for success in the convenience store and grocery store market and ready to STAND OUT in standalone.