The Habit Burger Grill has introduced its latest permanent menu items, the Crispy Chicken Bites and the Crispy Chicken Sandwich. 

Both additions are double-breaded on the outside in The Habit’s proprietary spice blend. Handcrafted and cooked-to-order, The Crispy Chicken Sandwich is served on a toasted bun with fresh whole leaf lettuce, hand-cut ripe tomato, pickles, and mayo. The Crispy Chicken Bites are available in six or 10-bite sized pieces, and The Habit serves them up with smoky barbecue sauce and house-made ranch dressing. The items feature “cridges,” or the extra pieces of crispy batter consumers taste with each bite. 

To launch the new items, The Habit recruited ad agency Battery to lead creative development on the New Crispy Chicken Bites and Crispy Chicken Sandwich campaign.

“The Habit’s focus on quality and attention to detail has always been core to their brand,” says Battery Creative Director Michelle Nam Fischer. “So when we found out that they had their own way of talking about the most prized part of the chicken sandwich – those crispy golden bits – we jumped on it. Introducing the name “Cridges” (crispy+edges) was a way to show how passionate The Habit is about their food. Plus it’s just a fun word to say.”