Industry News | May 28, 2013
Church's Serves Up New Texas Chicken
Church’s new Texas Chicken, debuting on the menu for a limited time, is a half chicken marinated in special seasonings and cooked without batter or breading to a juicy, crispy golden brown. While it’s still hot, the chicken is dusted with a special blend of Texas seasonings that melts into a barbecue glaze. The seasonings add a little bit of sweet and a little bit of spicy flavor and a smokiness reminiscent of your favorite backyard grilled chicken.
“Texas is the birthplace of Church’s Chicken and our chicken has been at the center of our culture since day one,” says Rob Crews, CMO for Church’s. “Our product innovation team developed a whole new way to enjoy Church’s with a new menu item that pays tribute to Church’s Texas roots and some of the best barbecue in Texas.”
Texas Chicken is available for a limited time through July 28, 2013 at participating restaurants. The price for a half chicken starts at $3.69 and a combination meal at $5.69. Prices may vary at Church’s Chicken restaurants.
The launch of Church’s new advertising campaign starts with the introduction of its new Texas Chicken. The campaign showcases Church’s in a whole new light with a fun, relevant way to communicate what the brand is all about. With the growing perception by consumers today that companies are “skimping” on everything from packaging to customer service, Church’s "Life’s Too Short to Skimp" campaign is a proclamation that applies to the quality of the brand’s food, guest experience, and restaurants. The ads bring to life the idea that there is skimping going on but not at Church’s. One of the vignettes shows a young man trying to squeeze into his movie theatre seat and another shows a man opening up a bag of chips that is half full. The spot evolves into the same guys eating Church’s new half chicken portion of Texas Chicken and a voice over that says, “At Church’s we don’t believe in skimping on chicken. To prove it we’re introducing an idea so big, it had to be called Texas Chicken.”
Also launching today is Church’s brand new website.
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