In 1952, Church’s Chicken established itself as a restaurant industry innovator with a first-to-market to-go offer. Early success led to global expansion and the Texas Chicken brand extension for the APAC and EMEA regions. After decades of growth, the Church’s and Texas Chicken brands were falling behind in an increasingly competitive and challenging QSR market. Leadership recognized the need for a clear and consistent strategy for growth.
CESO and Clear Strategy partnered with the Texas Chicken team to completely revamp the Texas Chicken experience with a goal to drive consistency within the brand voice, as well as propel global growth. A multi-phase process integrated consumer research with brand strategy and retail design to completely revamp the Texas Chicken experience.
From packaging and uniforms to social media and delivery programs, our team built out an extended system of assets, templates and guidelines to ensure consistency and impact across the brand ecosystem. Each of these touchpoints were infused with more swagger and confidence – A Bold Heat – which serve to communicate the brand’s new attitude.
Every element, including packaging, serves to deepen the connection food fanatics have with the brand.
The rebranding initiative is currently rolling out across the Texas Chicken portfolio – bringing their new experience to life for guests around the world. As it is early in implementation, results are not available. However, feedback from the client on how the packaging concept ties to the overall brand story has been extremely positive and complimentary.