ATLANTA (Restaurant News Release) Stop by Church’s Chicken restaurants today and see the evolution of new menu options as the QSR chicken chain launches a Crispy Chicken Taco. The brand new product is targeted to consumers looking for lunch, dinner and snack options that are portable, offer great taste and value.
“Our new Crispy Chicken Taco was developed to be more relevant and meet the needs of younger and more mobile consumers,” said Tony Lavely, Chief Marketing Officer of Church’s Chicken. “This portable product is the first on our new menu board, but it certainly won’t be the last of its kind.”
Church’s Crispy Chicken Taco is made with a freshly prepared crispy flour shell filled with seasoned chicken topped with shredded lettuce and real shredded cheddar cheese. It has a traditional Southwestern flavor profile. Church’s guests can purchase two Crispy Chicken Tacos with crispy fries and a regular drink for $3.99 or one taco for only 99 cents.
“The brand’s “Chicken Genius” advertising campaign has been gaining momentum since the introduction of our new Spicier Spicy Chicken in August,” said Andy Bonaparte, VP of Advertising for Church’s. “The recurring characters of Doug, a restaurant team member, and his Manager who calls Doug a “Chicken Genius” because of his ongoing passion and new ideas for Church’s Chicken, will again help introduce another new product.”
The new Crispy Chicken Taco will be supported by a new :30 TV commercial featuring Doug working the drive-thru as a convertible pulls up with four teenagers – three girls and a guy – to pick up their Crispy Chicken Tacos. The girls recognize the Chicken Genius and start screaming as they are overcome with emotion as if Doug is a famous rock star and they are experiencing this brush with greatness.
The guy does not understand all the attention given to Doug until he tastes the new Crispy Chicken Taco. He then declares Doug, a Chicken Genius. The :15 second ad will showcase ‘Moments of Chicken Genius’ highlighting the new product and its portability. The television and radio spots will be in both English and Spanish. The Crispy Chicken Taco will be supported in-store and with direct mail and outdoor billboards.
Church’s New Crispy Chicken Taco is a permanent menu item in Church’s stores across the country.
About Church’s Chicken
Founded in San Antonio, Texas, in 1952, Church’s Chicken® is a highly recognized brand name in the Quick Service Restaurant sector and is one of the largest quick-service chicken concepts in the World. Church’s Chicken® serves freshly prepared, high quality, flavorful chicken both Original and Spicier Spicy and tenders, boneless and bone-in wings, and Crispy Chicken Taco with classic sides and hand-made from scratch biscuits. Church’s differentiates from its competitors in care and attention given in preparation of food, and is positioned as the value leader in the Chicken QSR category. As of March 2010, the Church’s system consisted of more than 1,700 locations worldwide in 22 countries, with system sales approaching $1.2 billion. For more information on Church’s Chicken, visit www.churchs.com.