The Housing Market Crisis of 2008 and the impact on unemployment hit especially hard in lower socio-economic groups. Immigration tensions in the Southwest further compromised the Hispanic demographic group that had long been a major user group of Church's Chicken. With over two-thirds of its sales accounted for by African-Americans and Hispanics, the "perfect storm" hit Church's especially hard. While Church's was still a great value, other fast food chains were dropping prices and emphasizing "dollar menus." In addition, supermarkets began offering prepared fried or roasted chicken, thereby squeezing Church's traditional segment. A major consumer research study was undertaken, employing cultural ethnographic techniques, that provided a break-through platform for advertising to the homemaker, as archetypal "provider." Fried Chicken meals with wholesome sides fit uniquely into this positioning among all the key socio-economic and ethnic groups. Positive sales were restored without having to rely on deep discounts.
Church's Chicken