Lee's Famous Recipe Chicken undergoes a brand refresh

In the evolving landscape of the culinary industry, Lee's Famous Recipe Chicken embarked on a quest to revitalize its brand essence and reignite a spark of innovation in 2023.

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Lee's Famous Recipe Chicken
Lee's Famous Recipe Chicken

In the evolving landscape of the culinary industry, Lee's Famous Recipe Chicken embarked on a quest to revitalize its brand essence and reignite a spark of innovation in 2023.

The chicken foodservice brand was recently named a finalist for the 2024 Chicken Marketer of the Year award. This award recognizes excellence in marketing and public relations campaigns in keeping chicken as the protein on the center of the plate.             

Find out who will win the 2024 Chicken Marketer of the Year award at the Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024. This one-of-a-kind event will look forward to the consumer of 2035 and the issues that will impact their protein choices.

For the first time, the Summit will have two content tracks. As always, one track will focus on consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future. The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.

Registration is now open for the Chicken Marketing Summit.

60-year-old chicken foodservice chain gets a rebrand

Stepping into its 60th year, Lee's recognized the need for a fresh perspective to captivate its audience. With a legacy spanning two decades without a modern overhaul, Lee's embarked on a comprehensive brand refresh encompassing a new visual identity, a cutting-edge restaurant design prototype, new strategic marketing collaborations, a revamped web presence and an enhanced loyalty app.

The goal was to give Lee’s a fresh update, without losing the brand’s well-loved identity. Through an honest, bold, and modern design, Lee’s beloved heritage is not forgotten. It reassures customers that they can always count on Lee’s to provide delicious food, inviting faces and a place to relax, unwind, and enjoy.

The success of the campaign was first reflected in the incremental success of the first stores that incorporated the new branding elements. The new build location that opened with the refreshed branding experienced a large number in sales in the first week. Another significant aspect was the growth in online and mobile orders, alongside an increase in the number of franchisees opting to utilize the mobile and online platforms.

Ultimately, Lee's Famous Recipe Chicken underwent a successful rebranding process. Prior to ramping up significant franchise development work, the brand has already entered into a 16-unit development deal with operators in the Detroit metro area. With a customer-centric approach, Lee's is committed to providing a seamless experience to its customers. These initiatives have resulted in an increase in sales and improved customer satisfaction. Since launching its digital transformation, the brand has experienced a 23% rise in year-over-year online order revenue.        

Attend the 2024 Chicken Marketing Summit

Make plans to attend the 2024 Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024. This one-of-a-kind event will look forward to the consumer of 2035 and the issues that will impact their protein choices.

For the first time, the Summit will have two content tracks. As always, one track will focus on consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future. The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.

Registration is now open.

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