It may not be as nationally prominent as Kentucky Fried Chicken or Popeyes, but for 30 years, Bojangles' Famous Chicken 'n' Biscuits has been an iconic fixture in the lives of millions of devoted Southern diners.
The fast-food restaurant chain, known for such distinctive menu items as the Cajun filet biscuit, "fixin's" like dirty rice and its "legendary iced tea," recently celebrated the anniversary of its founding in 1977 with a series of promotions and awareness initiatives.
"We started our celebration in May with a $30,000 giveaway promotion," Randy Poindexter, Bojangles' senior marketing vice president, wrote in an e-mail. During the summer, he said, restaurants featured menu bargains commemorating the anniversary, such as a "77-cent iced tea... and a free half-gallon of iced tea with any large box chicken purchase."
Along with an advertising campaign showcasing notable Bojangles' patrons-which include U.S. Sen. Elizabeth Dole, Woman's College '58-the promotions culminated in an August 7 celebration with VIPs and dignitaries in attendance, held in Charlotte-the birthplace of Bojangles' as well as current company headquarters.
From its beginnings in the Carolinas, where 80 percent of the chain has remained, Bojangles' has expanded to more than 380 locations from Florida to New York. Although it lags behind competitors such as Chick-fil-A and El Pollo Loco in sales, according to a report compiled by QSR Magazine-a fast-food trade magazine-Bojangles' boasted record profits last year.
"Our research indicates we rank very high in key customer attributes: flavor of food, friendliness, speed of service," Poindexter said.
In Durham, business is booming, said one franchisee.
"We service a lot of repeat customers.... We thrive on repeat business," said Tommy Haddock, president of Tri-Arc Food Systems. "We like to think Bojangles' is an institution here."
Haddock added that since 1985, Duke students have flocked to the Bojangles' on Hillsborough Road, the location closest to campus. However, with the majority of undergraduates hailing from outside the Southeast, many students' knowledge of the chain remains limited.
"We don't see any negative attributes, but we do have some low awareness levels [in other regions]," Poindexter said.
Although many upperclassmen were generally familiar with Bojangles' regional prominence, those students with less time spent at the University were less savvy.
"Bojangles? Isn't she a singer?" asked one student.
Freshman Katie Douglas, a North Carolina native, praised Bojangles' "home-cooked Southern style."
"The 12-piece meal is perfect for tailgating," Douglas said, noting, however, that the chain's charm may be lost on outsiders.
"Unless you've grown up here, it's just another stereotypical Southern restaurant," she said.
Bojangles' executives said they are optimistic about the anniversary celebration's effect on student perception.
"We think [the promotions] probably did drive our customer counts up and increase transactions," Haddock said.
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