Fletcher’s sold nearly 500,000 corny dogs in fall 2020, despite no State Fair of Texas - The Dallas Morning News

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In 55 days during September and October, Golden Chick sold nearly half a million Fletcher’s corny dogs.

The two Texas companies partnered up after the State Fair of Texas was canceled. Leaders of each company say it was mutually beneficial: Golden Chick offered a place for Fletcher’s to sell its deep-fried hot dogs. And Fletcher’s offered Golden Chick a product with built-in popularity.

After the promotion ended on Sunday, Golden Chick President Jim Stevens reported that the 187 Golden Chicks in Texas, Oklahoma and Louisiana sold 475,000 Fletcher’s corny dogs.

Stevens called it “the best partnership and best promotion we’ve had in the history of the brand.”

For the first time in Golden Chick history, it sold Fletcher's Original State Fair Corny Dogs from Sept. 1 through Oct. 25, 2020.(Courtesy of Golden Chick)

The Fletcher’s family says the number of corny dogs sold almost exactly matches the volume sold over 24 days at a typical State Fair of Texas. In 2019, Aaron Fletcher says, the company sold between 500,000 and 550,000 corny dogs during the fair.

Fletcher’s Original State Fair Corny Dogs also sells food at pop-up events around Dallas-Fort Worth, on a food truck. That effort started in April, when an anonymous donor paid for Fletcher’s to hand out corny dogs to a group of Dallas police officers. In the fall, Fletcher’s also sold corny dogs in conjunction with other State Fair concessionaires via a first-of-its-kind drive-through at Fair Park.

“I think a lot of people, when the fair canceled, could have just frozen in fear,” says Cynthia Smoot, Fletcher’s publicist. “They tried a lot of new things. I think 2020 has been a huge learning experience that can only benefit Fletcher’s in the future.”

Stevens notes that two-thirds of the Fletcher’s corny dog sales at Golden Chick came from stores in Dallas-Fort Worth, which suggests that its sales are strongest close to home. He reports that the 90 Golden Chicks in North Texas “were up a little over 60% in sales” during the Fletcher’s promotion, as compared to that span last year. He believes the Fletcher’s sale was the driving force.

Golden Chick had “the best week we’ve had in the history of the brand” the first week of September, Stevens says. That’s in stark contrast to many restaurants and bars, which continue to struggle during the coronavirus pandemic.

The Fletcher’s partnership resulted in a $2.7 million sales lift in September and October for Golden Chick, Stevens says.

Profit-sharing terms between Golden Chick and Fletcher’s were not disclosed.

Golden Chick is now on to its next promotion, partnering with Cholula to sell spicy chicken tenders and sandwiches for a limited time at its restaurants. The company also has a new stand at Globe Life Field in Arlington that sold chicken during the World Series.

Reps from Fletcher’s and Golden Chick aren’t sure if they will partner again in 2021; they plan to discuss the future in a few weeks. Fletcher says the State Fair of Texas will be the company’s priority next September and October, as long as the fair takes place.

Stevens hopes there’s a way for the two companies — both “legacy Texas brands,” he says — to work together again.

“Maybe there’s a way we can add to the fair without taking away from the fair,” he says.

For more food news, follow Sarah Blaskovich on Twitter at @sblaskovich.

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Fletcher’s sold nearly 500,000 corny dogs in fall 2020, despite no State Fair of Texas - The Dallas Morning News
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