Case Study: Church’s Chicken achieves higher guest satisfaction and actionable customer insights with Service Management Group (SMG)

Church’s Chicken accelerates momentum using customer feedback encourages dialog, improves guest satisfaction

Church’s Chicken partnered with Service Management Group (SMG) to close a gap in guest insight and boost service excellence. Facing limited, infrequent feedback from traditional mystery shopping, Church’s needed authentic, timely customer input on food quality, speed of service, cleanliness and overall satisfaction to help managers and staff prioritize improvements.

SMG implemented a receipt‑based online survey and a real‑time reporting platform that surfaces feedback by restaurant, region and manager; Church’s coupled these insights with daily manager reviews and quarterly team bonuses. The SMG program increased survey participation, strengthened manager and employee engagement, supported global rollout (including UAE/Texas Chicken), and delivered measurable gains—highlighted by a reported 3x increase in top‑box/intent‑to‑recommend metrics.

Church’s Chicken

Steve Branco

Regional Franchise Director