Church’s Chicken’s® Chief People Officer positions brand for category leadership
ATLANTA, December 10, 2021 / PRNewswire / – Since 2018, from the churchChicken® has re-established its presence as a dominant player in the QSR space, particularly in the chicken category. The brand has delivered substantial positive results, with year-over-year growth in sales and profitability steadily increasing over the past four years. Now, in the fifth year of his recovery, from the church further raised the bar with a people-centered approach that spans all aspects of the organization and its global network – starting first and foremost with employees.
“Basically we want people to choose from the church for all the reasons that make our brand special, ”says Senior Vice President and Global Head of Human Resources Karen viera, who is the main champion of Our Texas Way initiative. “Sure, our food and leading value propositions are part of it, but our people, our team spirit and our genuine Texasmid-sized hospitality is what guests only find from the church. So we make sure we nurture this aspect of our brand culture and empower team members to deliver great brand experiences to our customers. ”
Our Texas Way is an innovative program designed to increase employee engagement and create the kind of team member pride that is the basis of memorable brands. It unifies HR, operations and marketing under a common goal of creating experiential touchpoints that not only retain restaurant talent, but also foster meaningful connections and loyalty among customers. Its development took a long time, based on focus groups, a top-down overhaul of training and onboarding materials, and a continuous approach to employees first, from uniforms to greater flexibility with options. of payment and planning.
In early December, Viera spoke at the Evanta Chief Human Resources Officer Executive Summit in Atlanta and the Atlanta Chief Data Officer Executive Summit on the importance of making the hiring and staffing journey an extension of the brand. During the lectures, Viera highlighted the improvements that the Our Texas Way effort had on the mark earlier this year. In a year when the industry faced crippling labor shortages, from the church rebounded quickly and now consistently finds that staffing levels remain close to the optimum. Throughout the past year, from the church turnover fell by almost 15%.
This year, from the church has been recognized as one of the best places to work by the Atlanta Journal-Constitution, and Viera also received a Bronze Stevie for Human Resources Director of the Year by the American Business Awards.
In the center of Our Texas Way is a framework of four basic behaviors that help to from the church brand spirit to life.
- We invite people to
- We build each other up
- We do good and keep improving
- We give back
Behind every basic behavior, the Our Texas Way The approach gives employees, franchisees and other team members concrete examples and easily executable actions and gestures that enhance the experience. The concept is that when applied to virtually any task in the from the church organization, basic behaviors create more positive outcomes and better outcomes for everyone involved. This includes employee recruitment and onboarding, manager coaching, career development, corporate social responsibility, company communications (both internal and to consumers), relationships with franchisees and beyond.
“We’re very proud of what we do here,” Viera shares, “from the way we prepare food in small batches by hand, to the way we support and give back to our local communities, to the way we we treat each other and the people we serve like family. Our Texas Way recalls that the relation between from the church and people go much further than just any restaurant transaction. ”
First planned for 2019, then launched at the end of 2020, Our Texas Way is now a key priority for all departments in 2021. Since its creation, the approach has already generated substantial results, even in the face of the pandemic.
- The turnover of the company as a whole improved by 14.47% from 2019 to 2020.
- Turnover for from the church the largest group of employees (team members) also grew in double digits between 2019 and 2020.
- Customer service scores have also increased since the start of 2021.
To be sure of Our Texas Way becomes a deeply rooted part of the from the church Mark for the years to come, the company has created several working groups that will collaborate in the execution of the initiative at the restaurant level. Viera oversees the development of brand messages, employee programs and other resources. While leading the People Excellence Committee made up of franchisees and company employees under the Excellence Advisory Board, she will collaborate and coordinate the advancement of the People’s brand message with franchisees.
“The growing popularity of building meaningful brand connections is nothing new,” Viera concludes. “What from the church doing it differently is realizing and respecting that great customer experiences have to come from within. It has to be something real, unscripted, non-faked, and it has to start with the people who make up your brand every day. Our Texas Way is, above all, the promise we make to each other as teammates, making it effortless to extend to our guests. ”
About Church’s Chicken® / Texas Chicken
Founded in San Antonio, Texas, in 1952 by George W. Church, Church’s Chicken® is one of the largest quick-service chicken restaurant chains in the world. Church’s® specializes in original and spicy chicken freshly prepared throughout the day in small batches that are hand-breaded and double-breaded, Chicken Sandwich, Texas Fillets, Honey Butter Cookies ™ made from nothing and freshly baked, and classic house-style sides all for great value. Church’s® (along with its sister brands Church’s Texas Chicken in the Americas and Texas Chicken® outside the Americas) has more than 1,500 locations in 25 international countries and territories. During two national media windows, the brand delivered better sales performance than the broader fast food category. For more information on Church’s Chicken, visit www.churchs.com or follow their Facebook and Instagram pages.
SOURCE Church Chicken