ATLANTA, Dec. 16, 2002 (PRIMEZONE) -- In an effort to reach consumers and potential franchisee applicants, as well as boost brand awareness of its new "Full Life(tm)" marketing campaign, Church's Chicken(tm), a division of AFC Enterprises, Inc. (Nasdaq:AFCE), has launched a new interactive Web site, http://www.churchs.com, courtesy of Atlanta-based Web-centric consulting and design firm Definition 6.
The new site -- designed to complement Church's Full Life(tm) branding initiatives and its characters, Full Flavor(tm) and Full Pockets(tm) -- is geared mainly toward consumers, offering access to Church's Chicken(tm) radio, television and print commercials, detailed nutritional information, a restaurant locator and information on special in-store promotions.
Definition 6 also created a special section of the site dedicated to Church's(r) franchise opportunities. Both national and global applicants have access to a world map displaying restaurant availability per country, and can apply directly online for the chance to own a Church's Chicken(tm) franchise. Once a potential franchisee owner is approved, he or she can gain access to crucial online documents via a special visitor login.
"Our customers are very loyal, and we wanted to have a site that would not only entertain them, but also provide detailed information on the company, its franchise opportunities and its products," said Church's Chicken(tm) Chief Marketing Officer Ann Stone. "Definition 6 did a great job in making sure the site's design reflected this consumer approach."
The new site's look and feel -- prominently displaying the characteristic red, blue and yellow of the Church's Chicken(tm) logo -- is heavily branded with the Full Life(tm) messaging, and matches off-line elements of the overall Full Life(tm) marketing campaign, which launched in the Summer of 2002 supported by the company's first foray on national television. An animated Flash piece on the home page also introduces Web site visitors to the Full Life(tm) story.
"It's vital from a brand perspective to have off-line marketing efforts correspond with your online presence," Stone explained. "That's part of the reason we needed Definition 6 to get the new site up and running so quickly."
Definition 6, a company that has specialized in Web site design and development since opening its doors in 1997, understands the importance of maintaining brand integrity across all media outlets, and eagerly set out to bring balance to the overall campaign.
"Church's Chicken(tm) is a valued customer, and the creative and account teams here at Definition 6 worked hard to bring the Full Life(tm) vision to the Internet," said Definition 6 Chief Sales Officer Jordan Fladell. "The final result really serves to bring some fluidity and support to the company's total marketing efforts."
About Church's Chicken
Church's Chicken(tm), one of the world's largest quick-service chicken restaurant concepts, focuses on serving high quality food at a value price, while utilizing its new tagline Full Flavor, Full Pockets, Full Life(tm). Menu specialties include Southern-style chicken and side items such as corn on the cob, fried okra, mashed potatoes and gravy, and signature Honey Butter biscuits. Church's Chicken(tm) has more than 1,500 locations worldwide driving system-wide sales of approximately $900 million in 2001. Visit Church's Chicken on the World Wide Web at http://www.churchs.com. Church's Chicken is a division of AFC Enterprises, Inc. (Nasdaq:AFCE), the franchisor and operator of 3,970 restaurants, bakeries and cafes in the United States, Puerto Rico and 30 other countries under the brand names Church's Chicken(tm), Popeyes(r) Chicken & Biscuits, Cinnabon(r), Seattle's Best Coffee(r), and Torrefazione Italia(r) Coffee.
About Definition 6
Atlanta-based Internet consulting firm Definition 6 has made a commitment to helping clients prosper by bringing marketing and technology together. Founded in 1997 and nationally recognized for its Web solutions, Definition 6 helps companies plan, build and maintain online strategies designed to improve clients' bottom-line results. Employing top business professionals and technologists to combine proven management practices with the latest Web technologies, Definition 6 can provide solutions for real-world business scenarios. The company specializes in the following key applications and services: Web sites, e-commerce applications, customer service and content maintenance tools, intranets and extranets, interactive online marketing and branding strategies, and much more. Please visit the company's Web site, http://www.definition6.com, for more information.
AFC Forward-Looking Statement: Certain statements in this release, and other written or oral statements made by or on behalf of AFC or its brands, are "forward-looking statements" within the meaning of the federal securities laws. Statements regarding future events and developments and our future performance, as well as management's expectations, beliefs, plans, estimates or projections relating to the future, are forward-looking statements within the meaning of these laws. These forward-looking statements are subject to a number of risks and uncertainties. Among the important factors that could cause actual results to differ materially from those indicated by such forward-looking statements are the cost and availability of our principal food products, labor shortages or increased labor costs, our ability to franchise new units and expand our brands, our and our franchisees' ability to successfully operate existing units and open new units, changes in consumer preferences and demographic trends, competition, general economic, political and regulatory conditions and the risk factors detailed in our Annual Report on Form 10-K for the year ended December 30, 2001 and the other documents we file with the Securities and Exchange Commission. You should not place undue reliance on any forward-looking statements, since those statements speak only as of the date they are made.