case study

Big Chicken scales its digital ecosystem, deepens guest relationships, and drives stronger loyalty with Thanx

Thanx helps drive high-margin growth

40%

Growth in app revenue, 23% in revenue from web

25%

Digital % of total revenue (UP FROM 11% in 6 mo)

24%

Increase in activation, driving measurable lift in repeat visits

About

Big Chicken: Elevating Its Digital Guest Experience with Thanx

Big Chicken, co-founded by Shaquille O’Neal, is shaking up fast-casual dining with bold flavors and rapid growth—scaling from 46 to a projected 275 locations by 2029. Unlike legacy brands, they launch in new markets without relying on regional build-up. But their digital experience wasn’t keeping pace. Despite having an app and loyalty program, customer engagement was flat, and digital sales made up just 11% of revenue. That changed in September 2024, when Big Chicken overhauled their digital presence with Thanx. Using Thanx’s CMS, they launched targeted, customized campaigns without dev work.

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Thanx has redefined how we connect with our guests. With a 40% surge in app sales and a 23% lift in web-based digital sales, our enhanced app and sophisticated loyalty program are driving both engagement and revenue growth.

Joshua Sims, Senior Head of Marketing

Big Chicken

RESULTS

Saw immediate results

Web-Based Revenue Lift

23%

Digital Sales Mix

+14points

Activation Increase

24%

Big Chicken's Recipe for Success

To match its energetic brand identity, Big Chicken sought a loyalty experience that was engaging, frictionless, and scalable. Thanx delivered a platform with the flexibility and power needed to launch personalized campaigns, reduce manual work, and keep guests engaged through consistent value.

Optimized the digital experience

Big Chicken’s initial digital platform lacked engagement and failed to capture first-party sales. With Thanx, the brand reimagined its app and loyalty program, creating a seamless and engaging customer experience.

KEY IMPROVEMENTS

Revamped sign-up flow to improve onboarding and first-time purchase conversion.
Basketball-themed loyalty tiers—Starter, All-Star, and Hall of Famer—to gamify engagement and drive frequency.
Quarterly rewards and mystery perks designed to build habit-driven engagement.
Unified branding across all digital touchpoints, creating a cohesive, high-quality guest experience.

Redesigned the loyalty program

The enhanced loyalty program allowed Big Chicken to actively market its digital experience, leveraging data-driven communications and targeted rewards to keep customers engaged.

Strategic enhancements—including automated push notifications, app-exclusive offers, and real-time insights—drove substantial increases in guest participation and overall digital revenue.

Live in record time (61 days)

Big Chicken’s rapid transformation wouldn’t have been possible with Punchh or Paytronix—platforms that require long development cycles and extensive account management.

Thanx provided agility, data-driven insights, and an intuitive platform, allowing Big Chicken to iterate quickly and scale without friction. As the brand expands to 275 locations by 2029, Thanx remains a critical partner in sustaining momentum and digital-first growth.

Guest engagement for every segment.

Thanx made this data actionable through lifecycle insights, A/B testing, automated campaigns, and recommendations.