ATLANTA — Church’s Chickenrestaurants in Canada are in the process of re-branding as Church’s Texas Chicken, with a new brand positioning, logo identity, restaurant design, uniforms, packaging and other elements.
Based on insights from quick-service restaurant customers in Canada and internationally, the new brand identity is designed to express unique attributes, such as quality, boldness, innovation and flavour, in order to make deeper connections with the brand’s audience and fans in Canada and other international markets in the Americas.
“We’re a challenger brand, so we have to work smarter at engaging consumers and staying fresh, exciting and relevant, yet embrace change to compete and win against an ever-growing tide of international and local competitors,” says Tony Moralejo, executive vice-president of International, Church’s Chicken. “As we begin to elevate and differentiate our brand, our new Church’s Texas Chicken logo proudly puts our stamp on the map in Canada and elsewhere around the world.”
One of the most noticeable features of the re-launch is a strong, clean new logo with a vivid gold brand circle above and below the bold signature Church’s brand name. A Texas “lone star” sits above the name, which, along with the wording “Texas Chicken,” calls out the unique legacy of the brand’s Texas roots. “The new logo is evolutionary — not revolutionary — contemporary, simple, striking, iconic and without question, makes sure our Texas-style spirit and heritage is right there for everyone to notice,” adds Moralejo.
There are five new Church’s Texas Chicken restaurants scheduled to open in Canada this year, with plans to open more restaurants in 2020 and beyond.
“This is an exciting time for Church’s Texas Chicken as we roll out our new global brand positioning. We’re bringing the flavourful, legendary taste of Texas to the Greater Toronto Area, Edmonton and other cities in Canada and other markets across the Americas and the rest of the world,” says Moralejo. “From elements like our storytelling icons, to the design of the restaurants themselves, everything now points back to the heart of the Church’s Texas Chicken experience — authentic traditions, bold tastes and straightforward, consistently great food.”