Take this major difference for example: By October, Texas Chicken had introduced more than 70 new limited-time products in that calendar year alone. Domestically, Church’s wasn’t even in the ballpark. Moralejo says there’s a logical and sales-driving explanation. Internationally, Texas Chicken can use LTOs to create reverence locally or regionally. You simply have a wider array of flavors. In Southeast Asia, for example, there’s nine-pepper spice chicken and other promotions that resonate with local customers to drive repeat visits. The core product is viewed as Texas or U.S. inspired and, yes, carries a certain lure, but it helps tapping into the flavors found in guests’ everyday lives as well.
“You want to stick true to your heritage and what you stand for and what your core products are, but then you use the LTO to draw that consumer in who maybe is craving more and more regional flavors,” Moralejo says. “While it doesn’t necessarily need to become part of your menu, you showed that flexibility and local variance to the local palate and you introduced those products, and they do quite well.”
Moralejo says they have international franchisees who execute multiple center-of-the-plate LTOs every month. In the U.S., you may see four to six, perhaps eight LTOs a year.
Returning to the brand positioning, Moralejo couldn’t share exacts just yet. He said a new logo and design are coming to Texas Chicken. Overall it’s going to be a “total brand transformation,” the company said, touching everything from training and recruitment and service delivery to advertising, uniforms, packaging, and product innovation. Virtually all internal and consumer-facing touch points will be impacted.
Moralejo called the initiative a “massive and intensely collaborative effort” that tapped into the insights of franchisees and engaged research, design, and advertising agency minds.