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Restaurant marketing veteran details efforts to turn Church’s Texas Chicken around

Natalia Franco has helped revive McAlister’s, California Pizza Kitchen, and Burger King. Find out how she’s approaching a turnaround at Church’s.


Natalia Franco has a superpower.

The restaurant marketing veteran is known for her ability to revive restaurant brands, leveraging her marketing prowess to turn around sluggish sales and traffic. She’s accomplished exactly that at California Pizza Kitchen, Burger King, and McAlister’s Deli.

Now she’s been recruited by her former boss at McAlister’s, Joe Guith, to do the same thing at Church’s Texas Chicken. Guith joined Church’s as CEO last August, and Franco was one of his first hires to help him breathe some life into the 71-year-old brand.

Franco joined the latest episode of Take-Away with Sam Oches to talk about the essential building blocks to reviving a brand and what a modern marketing mix should look like. In this conversation, you’ll learn why:

  • Marketing channels may change, but the foundations does not
  • When you lose track of who you are, the whole brand suffers
  • Sometimes brands just need a fresh start
  • Expect a brand turnaround to take about 18 months
  • Brand messages should be consistent across all platforms, but the voice will differ
  • The best brands respond to their customers, not their competitors

Contact Sam Oches at [email protected].

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