How Customer Obsession Drives Record Growth for Fast-Casual Brands

Customer-obsessed companies are instantly recognizable. Marbue Brown, author of "Blueprint for Customer Obsession” and founder of The Customer Obsession Advantage, can spot them from a mile away. In a recent analysis, The Customer Obsession Advantage delved into how Dave’s is embracing Chick-fil-A’s Blueprint for Success with its own rapid expansion driven by relentless customer obsession.

Though similar in mission and core menu items, Dave’s scrappy roots and palpable authenticity set the brand far apart from competitors. Having recognized the concept’s potential to be one of the country’s next big brands, CEO Bill Phelps built a strategic vision to replicate and scale that 'eyes rolling in the back of your head feeling’ that anyone who’s ever tried a Dave’s Hot Chicken slider has experienced.

With a deep respect for the brand's East L.A. origins, Phelps built a system backed by franchisees with the ability to move quickly and open multiple locations across the U.S., Canada, and the Middle East. In addition, he put together an outstanding team of experienced and successful restaurant leaders to execute his vision of becoming the hot chicken world leader. Today, 100% of Dave’s franchise system operates multiple locations across five countries.

Phelps also ensured that officers of the company became franchisees of the brand themselves. Myself included!

The company’s four-year transformation is remarkable, evolving from a humble parking lot pop-up to a global phenomenon and providing employment opportunities on a global scale. Dave’s Hot Chicken plans for nearly 300 locations by the end of 2024 and just under 400 by the end of 2025. In 2023, customer obsession drove a fourth-quarter 4.7% surge in same-store sales and traffic growth of 5.4%.

To sustain this growth, Dave’s prioritizes operational excellence, technological innovation, and brand-defining digital marketing strategies. Leveraging a cutting-edge, cloud-based technology stack and guest-centric systems, the company ensures seamless operations and elevates guest experiences across its 200+ locations through a robust system of guest surveys, secret shoppers, and reviews and ratings.

Dave’s has fully embraced the power of social media, too, leveraging influencer and user-generated content, high-profile partnerships, and unique initiatives like the Reaper Challenge to cement its status as a cultural phenomenon.

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