News

Zaxby's rolling out fan engagement initiatives

August 16, 2017

Hoping to interact with fans during memorable moments in their lives, Zaxby's is launching fan-first initiatives for the remainder of the year. From five first-time meal deals for $5.99 paired with its new Poolside Punch and a Summer Road Trip campaign, to a college football tailgate tour and the launch of the new Zaxby's food truck, fans will have the opportunity to connect with the brand in multiple ways across its footprint, according to a company press release.

"We made it our mission to bring fresh campaigns and promotions to our guests in the second half of 2017," said Zach McLeroy, CEO and co-founder of Zaxby's. "Our team at Zaxby's is very aware that our fans drive our business and are the reason for our success. Because of that, and the loyalty they continue to show, we listen to them. That's what the rest of 2017 is about for us."

From July 24 through Sept. 24, all Zaxby's locations will offer the 5 Meals for $5.99 Each promotion. They are comprised of Zaxby's traditional menu favorites, including the Big Zax Snak Meal, Boneless Wings Meal, Kickin' Chicken Sandwich Meal, Grilled Chicken Sandwich Meal and Chicken Finger Sandwich Meal. In addition, Zaxby's is introducing its Poolside Punch, a summer beverage offered exclusively at Zaxby's locations beginning July 31. 

Also launching for the first time this summer, Zaxby's is focusing on a time-honored travel tradition — the summer road trip. The Zaxby's Summer Road Trip has many variations, including travel from point A to B with stops at Zaxby's along the way, or road trips with Zaxby's as the destination.

The brand cannot take credit for the origin of this idea, however. It goes to its loyal following. In the past few years, specifically since the explosion of social media outlets and influence, guests have been chronicling their journeys and making Zaxby's a key part of the trip, according to the company. The brand is taking this concept a step further by featuring these road trip experiences on Zaxby's social media channels. Some fans and influencers may be selected to receive a Zaxby's Road Trip Care Package, and encouraged to document their trip using #RoadtoFlavor. 

Food truck launch

A continuation of the road trip theme, Zaxby's will be taking its interactive college tailgate experience, "Zaxby's Fanz of Flavor," on the road for the second college football season in a row. Through its longstanding partnership with IMG, Zaxby's, along with its new food truck and an interactive game-day tailgate experience led by Atlanta agency, My Friend's Nephew, will host large-scale tailgates in six college towns for six rivalry matches. 

Tailgate tour stops include:

• Sept. 16 — Miami at FSU
• Sept. 30 — Clemson at Virginia Tech
• Oct. 21 — Oklahoma State at Texas
• Nov. 4 — LSU at Alabama
• Nov. 18 — LSU at Tennessee
• And Nov. 25 — Clemson at South Carolina

"Hopefully all these new campaigns will get fans excited, but we do have one more surprise," said McLeroy. "We are also bringing back an old favorite to our menu for the fourth quarter, and will be announcing those details in the coming months."

Zaxby's operates in 17 states: Alabama, Arkansas, Florida, Georgia, Indiana, Kansas, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Utah and Virginia.