Church’s Chicken Hires TGI Fridays and Burger King Veteran as Its New CMO

Brian Gies will be tapped with helping improve market share

Brian Gies is joining the team at Church's Chicken
Headshot of Diana Pearl

Church’s Chicken has hired Brian Gies as executive vice president and global chief marketing officer, the restaurant chain announced today.

Gies has experience in the fast casual sector, including a three-year stint as the CMO of TGI Fridays from 2013 to 2016. There, he led marketing initiatives like the “endless appetizers” promotion and investments in the restaurant’s ecommerce and take-out offerings. Before TGI Fridays, he spent nearly two decades at Burger King, most recently as its vice president of U.S. marketing.

Joe Christina, Church’s Chicken’s CEO, said in a statement that Gies’s experience in the sector made him a natural fit for the role. “Brian is joining the team at a very exciting time,” said Christina. “He has proven successful in building winning teams, delivering results and working with franchisees to grow their business. His first-hand knowledge and excellent track record fits right in with the culture we are building and will play an intricate part of achieving our vision to be the global franchisor of choice.”

In regards to his appointment, Gies himself added: “Joe and the entire Church’s team have made significant progress with the business, setting it up for massive forward potential. Church’s core customers are in love with our food. We have a longstanding, tried-and-tested platform that deserves to be elevated and optimized further, with an outcome that broadens our audience so even more chicken lovers can enjoy the Church’s experience. I’m excited to get busy helping to make that happen.”

At Church’s, Gies will play a role in the brand’s mission to deepen its market share and brand presence in the eyes of consumers. The brand will also expand upon its new positioning, which is centered around the idea of “Bringin’ That Down Home Flavor.”

@dianapearl_ Diana is the deputy brands editor at Adweek and managing editor of Brandweek.