The New Face of Champs Chicken

Brand unveils new logo, enhanced website

HOLTS SUMMIT, Mo. -- Champs Chicken, a nationwide branded food program from Pro Food Systems Inc. (PFS), has debuted a newly redesigned website, showcasing an improved navigation system, engaging content and a new company logo.

Champs Chicken

Created with both retailers and their customers in mind, the revamped website,, promises to offer a user-friendly experience by featuring enhanced food photography of menu items and easily access to nutritional information, helpful insights for retailers interested in partnering with Champs Chicken and responsive technology, enabling visitors to view the website easily on tablets and mobile devices.

"A website is truly the front porch of any business," Mia Platz, marketing manager for PFS, said. "The goal of the site was to inform the entire community about the range of Champs Chicken products, entice them with imagery and then help them easily find a location. The site can also be a one-stop informational resource for Champ Chicken retailers, saving them valuable time and providing vital tools for success."

Re-launching the website prompted another big change for Champs Chicken--redesigning its logo, which has been with the company since its inception in 1998.

"The main driver behind this change was to make the artwork more modern and the Champs Chicken character more recognizable and prominent," said Carl Christenson, vice president of marketing for PFS. "We also wanted to stay true to our roots, and the image that has taken us so far."

Shawn Burcham, CEO and president of PFS, added, "While it's undeniable that the old logo and website played key roles in our growth, the time has come for a change. I believe this new presentation will appeal to a larger audience and help us to achieve our goal of opening 5,000 stores."

Brandigm Communications, Springfield, Mo., with GreyGoo, a Chicago-based digital design firm, collaborated with PFS on the project.

Champs Chicken is a wholly owned brand of PFS, specializing in hot food products, foodservice equipment and complete deli operations. It has more than 520 grocery and convenience store locations in 29 states. PFS recently moved to a new distribution center and corporate headquarters in Holts Summit, Mo.

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