Since its launch on September 30, OpenAI’s Sora app had been the reigning champion of the iOS App Store, celebrated for its easy AI video generation capabilities and a relaxed interpretation of copyright rules. This reign ended when Dave’s Hot Chicken surged to the top of the charts, surprising many, including industry analysts.
The unexpected rise of Dave’s Hot Chicken can be attributed to a marketing ploy that included a promotion of free sliders celebrating Drake’s birthday. Adam Blacker, the PR director at Apptopia, highlighted that such promotions significantly boost app downloads. Drake, a notable investor in the fast-casual restaurant chain since 2021, further added to the promotion’s allure. For the third consecutive year, the brand offered one free slider to each person who downloaded the app in honor of the rapper’s birthday, leading to a remarkable increase of over 343,000 new accounts in just one day.
On the other hand, over its initial weeks, Sora accumulated 3.2 million downloads in the U.S., outpacing even the popular ChatGPT app. Still, Dave’s Hot Chicken’s promotion knocked Sora from its top position for the first time since October 3. Despite this shift, Sora is anticipated to regain its status once the promotional campaign concludes.
The impact of this giveaway can be profound. Historical data suggests that promotions like this typically yield long-term benefits; last year, the number of downloads surged more than 50% in the month after a similar promotion.
Additionally, offering free products is a common strategy among quick-service chains, with other companies like Burger King and Dunkin’ having experienced similar success. Drivers behind these strategies include tapping into customer loyalty, digital engagement, and building a sustainable app ecosystem. By fostering direct relationships with customers via their app, brands like Dave’s Hot Chicken can ensure better control over their ordering experiences while reducing reliance on third-party delivery services.
As the app continues to evolve, future enhancements aim for a smoother user experience that mirrors in-store customization. While it remains to be seen how long Dave’s will maintain its App Store crown, it can look forward to future opportunities, particularly with another Drake birthday promotion just a year away.
