Case Study: Church’s Chicken achieves 8X return on ad spend and 592K store visits with Facebook's Store Visits ad objective

Feeding chicken fans with Facebook’s store visits ad objective

Church’s Chicken, the global quick‑serve chain founded in 1952 with more than 1,700 locations, wanted to use social media to drive more in‑store visits and to accurately measure the impact of ad spend on foot traffic. The challenge was encouraging nearby consumers to visit a physical location and collecting reliable store‑level visitation data.

Partnering with The Levenson Group and BFG, Church’s launched an ongoing campaign using Facebook’s store visits ad objective and dynamic local ads—photo and video creative with a “Get Directions” CTA—targeted to people living near restaurants and third‑party audiences who frequently spend at quick‑serve brands. Between February and October 2017 the effort drove 592,399 store visits at an average cost of $1.14 per visit, delivered an 8X return on ad spend and achieved a 4X increase in ROAS versus the pre‑launch goal.

Church’s Chicken

Laura Reese

Senior Director, Media/Digital/PR