Zaxby’s Leverages Brand Loyalty to Support Scholarship Fund

Since its founding in 1990, Zaxby's - the beloved nationally franchised chicken chain - has earned a devoted consumer base. With great food and great customer service that's continually evolving to meet consumers where they're at, the Zaxby's name has become synonymous with loyalty. And now, Zaxby's is counting on that loyalty to help give back to the community.

In May 2023, the Zaxby's franchise in Lumberton, North Carolina, was approached with a unique request from Christy Musselwhite, president of the local community's Association of Educational Office Professionals. The ask? Musselwhite hoped to host a Robeson Community College Spirit Night at Zaxby's, with proceeds from the evening's sales going to support a biannual scholarship awarded to RCC students in the spring and fall semesters. 

Knowing the strength of the Zaxby's community, the Lumberton team members were immediately on board. "As soon as we approached Zaxby's management," says Musselwhite, "they were eager to help and loved the opportunity to assist RCC in raising money for student scholarships." 

And help they did, as the Zaxby's-hosted event earned more than half of the total required funds in just one night. As a result, Musselwhite says, "This money will help pay it forward to a student that is pursuing an education in business administration, computer information technology, or medical office administration." She also noted that the Zaxby's team was "so easy to work with, and we thank them for their kindness and generosity during RCC Spirit Night. The food was amazing and their hospitality was even better." 

A History of Good Eats-and Good Service 

While the Spirit Night was a new initiative for the Lumberton Zaxby's franchise, rewarding loyalty is on-brand for the chicken eatery. When Zaxby's launched its nationwide rewards program, Zax Rewardz, last year, the goal was to give back to the most devoted customers. To that end, each new download of the Zax Rewardz app was met with a Big Zax Snak® Meal, including three hand-breaded Chicken Fingerz^TM and Zax Sauce®, served with Texas Toast, crinkle fries and a small drink.

This incentive proved so popular that, in 2022 - the same year Zaxby's rolled out the loyalty program - the Zax Rewardz app became the fastest growing app on Google Play and in the Apple App Store, with a whopping 317% increase in downloads. 

Not content to rest on this initial success, the Zaxby's team decided to keep the good times rolling. While other brands make it more difficult to redeem rewards points or raise the threshold to make that first redemption possible, Zaxby's is making it easier - and better than ever - to earn big with Zax Rewardz. 

For starters, the team has extended its offer of free food with every app download. Plus, says Patrick Schwing, Zaxby's chief marketing and strategy officer, "We're doubling down on rewarding our most loyal guests ... making it easy to earn and redeem rewards." 

Schwing notes, "At a time when other loyalty programs are lowering the value of rewards," giving back - both to customers and to the broader community - is just one more way in which Zaxby's is setting itself apart from other restaurants across the country. 

Learn more about Zaxby's franchising opportunities here.