Lowes Foods: Chicken Kitchen
Chicken You’d Cross the Road For
Lowes Foods is a grocery chain headquartered in Winston-Salem, NC with locations throughout North Carolina, South Carolina and Virginia. They are focused on providing local products and experiences to customers—and what better fit for them than a homegrown North Carolina marketing agency?
Chicken is often a loss leader or sold at-cost to get customers into the store. Lowes Foods was known for having great chicken, but needed a way to showcase it in all of its forms…fried chicken, wings, rotisserie chicken. Oh, and don’t forget the fixin’s!
What We Did
Point of Sale
Chicken Kitchen gives you Sunday dinner any day or night of the week, and provides adynamic in-store experience with unique signage, packaging design, uniforms, and sensory experiences. Your one stop shop for all things chicken and fixin’s, Chicken Kitchen grabs the attention of adults and kids alike with custom die line packaging that breaks the frame, and lighthearted and funny Southernisms. The Chicken Kitchen voice conveys that this is a place worth crossing the road for. Oh, and did we mention that the Lowes Foods hosts invite store guests to join them in the Chicken Dance several times a day?
After the Chicken Kitchen rollout, chicken sales increased 120%! As part of the ‘store within a store’ branding initiative, Lowes Foods renovated 2.5MM square feet of existing retail space, built 1.5MM square feet of new retail space, saw their basket size increase by 7%, and their transaction volume increase by 23%.