Longtime Franchise Marketing Leader Steps in to Strengthen Community Connections
Chicken Salad Chick has appointed Ervin Hernandez as its new director of marketing, marking a strategic move to further invest in hyperlocal engagement and franchisee support.
With more than 20 years of experience in franchise restaurant marketing, Hernandez brings a multi-brand background that includes leadership roles at Firehouse Subs, Burger King, Domino’s, and Popeyes.
His arrival comes at a time of strong momentum for the fast-casual brand, which currently operates 305 locations across 22 states. Chicken Salad Chick’s Franchise Disclosure Document shows average unit volumes nearing $1.5 million, underscoring its continued appeal in both new and existing markets.
Community-first approach shapes future marketing playbook
Hernandez is focused on deepening the brand’s community roots, with local store marketing playing a central role in his strategy. His early initiatives involve refining seasonal promotions, building partnerships with local organizations, and identifying new ways to help franchisees strengthen ties with their neighborhoods.
With the back-to-school season approaching, Hernandez and his team are planning campaigns tailored to teachers, students, and parents. He’s also exploring partnerships with groups like women’s sports teams, a move designed to amplify local relevance without compromising brand focus.
Equally important is Hernandez’s emphasis on supporting franchisees with marketing resources, guidance, and strategic frameworks that allow operators to execute successful campaigns on the ground.
What this means for franchise marketing
Chicken Salad Chick’s latest leadership hire highlights the growing importance of local marketing expertise within franchise systems. As brands scale, maintaining authentic community connections becomes more challenging but no less critical, especially for concepts built on hospitality, neighborhood presence, and mission-driven messaging.
For franchise marketers, Hernandez’s appointment is a reminder that national growth depends on local success. Supporting franchisees with the right tools, training, and seasonal playbooks can turn marketing into a true performance driver. Brands that double down on field-level collaboration and community alignment will be better positioned to build loyalty, drive traffic, and stand out in a crowded market.