The year was 1977 and in Charlotte N.C. fried chicken would be changed forever by the Bojangles Founders, Jack Fulk and Richard Thomas. With the introduction of their Cajun-style chicken and scratch made biscuits, people began to crave this irresistible duo and now, thirty years later Bojangles has spread across the region but the recipe nor the cravings have changed.
Over the years, Bojangles has done a phenomenal job of promoting themselves through community involvement, quality advertisements, and hard to resist promos, coupons, and deals. Despite having over 600 restaurants, they attempt to remain local and active in each of their locations. This has allowed them to expand at a rapid rate while becoming a respected and credible fast food chain. One of their most popular promotions is the E-club which began in 2008. All you have to do is fill out your information on their website and you will receive a free biscuit with any purchase along with coupons on your birthday and a free Bo-Berry biscuit when you refer a friend. Simple deals like this encourage a long term customer relationship while also using free word-of-mouth advertising by their customers.
Bojangles has created a niche market in the quick service food industry by offering food and service that their competition cannot compete with. Their menu is large and unique, with everything from country ham and pinto beans to garden salads and sweet potato pie. They promise food made fresh every day and biscuits made every twenty minutes. While other fast food chains focus on quantity and quickness, Bojangles has taken a tip from the South by taking their time and catering to their customers. A niche market can be defined as a business that addressed the need of a product or service not already available. Being local N.C. residents, the founders pride themselves on the quality of their food and the southern hospitality that comes with it. They realized they had a market for their cajun-style cooking and found a way to connect with the community through their irresistible chicken and biscuits.
Bojangles has repeatedly marketed to North Carolina residents in the past. Jake Delhomme would pop in on our television sets at halftime of the Panthers games to tell us how much he loved Bojangles. Scotty McCreery comes on to serenade us with his Bojangles song–which has become just as well-known as some of his actual work. One thing that everyone in North Carolina loves–college basketball. Bojangles has recognized this by offering two sausage biscuits for a dollar at any North Carolina restaurant after the Tar Heels top 100 points.
Because of the success of Bojangles and the exclusive experience they offer to customers, they were recognized as the #1 restaurant franchise in the chicken category by Entrepreneur Magazine in 2007, named one of only eight restaurant franchises as an elite performer by the Wall Street Times and in 2011, Zagat Survey listed Bojangles’ in the Top 5 Fast Food, Large Chains.
Bojangles has created a niche of fans that crave their fresh made food and are willing to talk about Bojangles anywhere they are, which is the main reason for success. When this niche hears fried chicken they immediately think of Bojangles and by being unforgettable for their quality food and southern hospitality service you can be sure Bojangles isn’t going anywhere and the only place to go is up.
Brandon Hawkins, Bobby Huckabee, SavannaMitchell, Tony Mangili, Danielle Salas
This blog was really informative. I never knew bojangles had started in Charlotte. This article done a great job describing bojangles’s different qualities they have to offer customers. Bonjangles’s also sponsors the Nascar race at Darlington, SC. The events listed was also something new I didn’t know bonjangles’s done as a company.
Hey Kayanna! After doing the research for this blog, I learned so much about Bojangles involvement in a variety of outlets and was really impressed by how active they are in each of their communities. Thank you for sharing another way they promote themselves! I personally am not a huge fast food eater but I do love Bojangles and now that I know how awesome they are as a company, it gives me an excuse to eat their food!
This blog was awesome! I never knew about the E-club, where you can get birthday goodies and free boberry biscuits! Im a regular Bojangles customer and was not aware of half of the stuff mentioned in here. I and no clue it was started in Charlotte and thats where I’m from (embarrassing). I must agree when you say that their menu is large and has wide variety. A few of my favorite things are their fixins of green beans and dirty rice. Great post about a great restaurant.
I had no idea they started in Charlotte until recently as well but being from NC myself I am now very proud of the fact! They actually just opened their 600th store in Charlotte, coming full circle in 3o years! THank you for the comment and I hope the E-club info helps you to get a free biscuit in the near future!
Bojangles really has developed a niche of customers throughout North Carolina and I would consider myself part of it. My favorite thing to do when I come back from a trip is to go straight to Bojangles for a country ham biscuit with cheese and a large sweet tea. Bojangles has done a great job of building their unique menu to appeal to and gain loyal customers. I am not one to eat fast food on a regular basis, but Bojangles is one of those places I just can’t give up. Thanks for the information about the E-Club too, I have never heard about it before but I’ll definitely be looking into it!
Hi Jessica! Thanks for the feedback and I am glad we were able to tell you about the E-club! Bojangles is an amazing restaurant that has become an icon of not only NC but the SouthEast as a whole. Being from NC , I can proudly say I love their food and will continue to eat it myself! I think it is awesome that you immediately eat Bojangles after any trip, I am also a huge fan of their sweet tea.
Boy, am I glad to look back on the IMCHawks blog and stumble across this post! I love me some Bo. They’ve rightly taken its place as a North Carolina icon. Bojangles has really done a phenomenal job at promoting through social media the past few years… check ’em out on Twitter: https://twitter.com/Bojangles1977
Add another name to the list of NC celebrity endorsements… has anyone caught their new TV spot with Dale Jr.?
In fact, I was planning on heading there when I get off work before my ride back home for Thanksgiving… Currituck County doesn’t have a Bojangles. Hopefully, as fast as they’re growing, that will change soon!