Industry News | May 31, 2011
Church's Chicken Launches Southern Style Sandwich
Church’s new Southern Style Chicken Sandwich is taking center stage on the QSR chain’s menu in its restaurants across the country.
The new Southern Style Chicken Sandwich is an all-white-meat 1/4 pound chicken breast filet with a slightly sweet and savory flavor served on a toasted buttered bun with crunchy dill pickle chips. The introductory price of the new sandwich is only $1.99.
Demand by customers moved Church’s Southern Style Chicken Sandwich to the front of the company’s robust new product pipeline with more than a year invested in rigorous testing.
“We’re excited about launching our new quarter-pound sandwich. We’re still celebrating the news that Church’s beat Popeyes in a national spicy chicken taste test,” says Mel Deane, Church’s CEO. “Now we have more to celebrate with the launch of our Southern Style Chicken Sandwich by giving our customers what they have been asking for—a sandwich they can sink their teeth in and feel like they had a meal.”
Church’s winning Spicy Chicken recipe prompted the chain to also introduce and test in a limited number of markets a spicy version of the 1/4 pound Southern Style Chicken Sandwich.
“We have been working tirelessly to create a sandwich that meets all the needs of our restaurant guests,” says Kirk Waisner, Church’s Chief Chicken Officer. “While the sandwich seems to be simple, we took the time we needed to perfect every ingredient. The bun is soft, our chicken is moist, and our customers asked for not two pickle chips but three.”
The new Southern Style Chicken Sandwich will be supported by an advertising campaign with Church’s well-known characters Doug the Chicken Genius and his manager finding ways to get the new Southern Style Sandwich into the unsuspecting hands of everyday people going about their business.
Also making its debut is Church’s Southern Style Chicken Sandwich Launcher Game—the brand new interactive online game is modeled after the advertising campaign and designed to challenge gamers at every level. Anyone who plays will be rewarded with a coupon to receive a free Church’s Southern Style Chicken Sandwich with the purchase of a medium drink at participating locations. To play, visit www.churchs.com.
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