Church’s Chicken, the popular fast food chain known for its delicious fried chicken, recently went through a major rebranding effort, including an update to its iconic logo. This strategic move sparked curiosity among loyal customers who noticed the change and wondered about the reasons behind it. In this article, we’ll take a close look at Church’s Chicken’s logo evolution, the motives behind the redesign, and the potential impacts it may have on one of America’s largest quick-service chicken concepts.
A Brief History of the Church’s Chicken Logo
Church’s Chicken was founded in 1952 by George W. Church Sr. in San Antonio, Texas The original logo featured a homely, old-fashioned looking rooster facing sideways wearing a bowtie. This classic logo endured for decades as Church’s Chicken expanded across the United States However, in 1989, the brand decided to modernize its image with a refreshed logo still featuring a rooster, but with a sleeker, more contemporary design. This new rooster, dubbed “Lucky”, had edgier feathers and faced forward exuding confidence. The vibrant logo served Church’s well until their recent rebranding.
Why Church’s Opted for a Logo Change
After years of operating under the “Lucky” logo, Church’s Chicken made the strategic decision in late 2019 to overhaul their visual identity. With growing competition in the fast food industry, Church’s aimed to modernize its brand to attract new customers while retaining its loyal fan base. The logo change also provided an opportunity to unify Church’s different identities in international markets under one coherent brand. Church’s global marketing executives noted that having a consistent brand image worldwide would allow for simpler marketing and greater recognition.
Details of the New Church’s Chicken Logo
The most striking aspect of the Church’s Chicken logo change is the rooster’s pose. The new crisp logo features a rooster facing forward, demonstrating a bold spirit of progress. The streamlined design conveys contemporary simplicity. Notably, the colors remain vibrant red and gold, preserving brand consistency. The letters have a rounded, softer look, giving off an air of friendliness. Overall, the minimalist flat design reflects current branding trends.
Keeping Core Elements Like the Rooster
Church’s purposefully retained the iconic rooster in their new logo as a key brand element customers identify with Church’s. The rooster symbolizes the brand’s commitment to quality chicken and strong flavor profile. Keeping this central icon helps maintain brand recognition, honoring Church’s heritage while communicating its modern outlook.
Customer Response to the Logo Change
Reviews of the refreshed logo have been mixed among loyal patrons and brand experts. Some appreciate the polished, up-to-date aesthetic, seeing it as invigorating. However, other longtime customers are attached to the nostalgic retro logo, hesitant about too much change. Overall reception will likely depend upon individual preferences and emotional ties to the original branding.
Impact on Brand Identity and Growth
This strategic logo change aligns with Church’s focus on brand revitalization allowing them to remain relevant in the crowded fast food space. The updated design communicates their forward-thinking mindset and commitment to progress. As Church’s expands globally the cohesive logo creates a unified brand identity, enhancing marketing efficiency. While the core menu remains the same, the visual update positions Church’s as a modernized brand, attracting contemporary consumers.
What Stays the Same? Quality and Menu Offerings
Importantly, while the logo evolved, Church’s confirmed the refresh would not affect their signature chicken dishes. Customers can still rely on the same tried-and-true menu items like juicy fried chicken, honey-butter biscuits, and classic Southern sides. Church’s used the rebranding opportunity to reinforce their core identity as a go-to destination for top-notch, down-home fare. The logo itself does not change the preparation methods, flavors, or food quality fans cherish.
Phased Rollout of New Logos and Packaging
Following the logo redesign, Church’s gradually implemented the change across touchpoints. New interior and exterior restaurant signage displayed the revamped logo, boosting brand cohesion. Packaging and promotional materials also reflected the updated design. This strategic rollout eased the transition for franchise locations. The gradual enhancements allowed customers to become familiar with the new visuals while minimizing disruption.
A Springboard for Future Growth
Church’s Chicken’s leadership views this new chapter for the brand as a springboard for future development. With strong roots and heritage, Church’s aims to leverage its renewed brand platform to expand its global footprint. Their eyes are set on continued menu innovation and enhancing customer experience. While honoring its legacy, Church’s logo change propels the brand forward into the future as a category leader committed to strategic progress.
In Summary
The recent logo redesign is part of Church’s calculated brand revitalization initiative. By modernizing its visual identity, Church’s seeks to widen its consumer appeal and competitiveness while paying homage to its origins. This strategic change spurs future growth opportunities as Church’s continues advancing as a global brand dedicated to fried chicken excellence. While the logo itself transformed, the superior flavors Church’s customers cherish remain untouched, ready to be enjoyed for generations to come.
Get the Daily Metro Atlanta CEO Briefing
The Metro Atlanta CEO Briefing is a daily email newsletter that contains the day’s top business news headlines and a summary of each day’s feature. Subscribe Today. {% ad_placement sidebar-4 % }
Rebranding Pushes Atlanta-based Chicken Chain Toward ‘Texas Roots’
Tuesday, December 3rd, 2019
Recognizing the power of its authentic heritage and origin in Texas , Churchs Chicken restaurants in Canada are in the process of re-branding as “Churchs Texas Chicken” with a new brand positioning, logo identity, restaurant design, uniforms, packaging and other elements. Church’s Chicken Canada evolving to Church’s Texas Chicken as new Brand Re-launch Unveiled
Based on insights from QSR customers in Canada and internationally, the new brand identity expresses unique attributes like quality, boldness, innovation and flavor in order to make even deeper connections with its audience and fans in Canada and other international markets in the Americas.
“Were 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,” offers Tony Moralejo, Executive Vice President of International for the brand. “As we begin to elevate and differentiate our brand, our new Churchs 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 Churchs brand name. A Texas “lone star” sits above the name, which, along with the wording “Texas Chicken” that calls out the unique legacy of the brands Texas roots. “The new logo is evolutionary – not revolutionary, contemporary, simple, striking, iconic, and without question, makes sure that our Texas-style spirit and heritage is right there for everyone to notice,” adds Moralejo.
The restaurant experience now begins with a striking exterior design facade with warm textured wood panels anchored by a new “puck” logo sign that pops and immediately grabs guests attention. Freestanding buildings will have exterior red portals and gold tower accents with the brands warm, friendly color palette and messaging about the brands Bold Texas Flavor. The “Jal” icon, a core symbol of Churchs Texas Chickens unique identity and character may be found stenciled on the wood fascia.
Once inside, large murals with signature icons reflect essential elements of Texas like the jalapeno pepper for “Bold,” a lone star representing “ Texas ,” and, of course, a chicken for “Flavor.” All the icons generate a lot of interest among consumers who agree these are authentic expressions of the brand.
A simple, wood panel with the new logo and the brand purpose lets guests know in a straightforward way what they can expect from the brand – The Flavorful Legendary Taste of Texas.
Some restaurants that have the space have a giant gold star on the ceiling, which serves as both as a lighting feature and a statement that this is the place to be for bold, legendary flavor. A variety of seating options include wood tabletops, chairs, benches, and stools with more brightly colored surfaces and walls throughout.
Bright and colorful food quality murals turn up the volume even more on the uncompromising dedication given to hand-made, slow-marinated, bold and flavorful food that customers have come to love and crave. A large wall mural, called the heritage mural, and cactus shelves reveal the roots of the brands authentic Texas spirit and origins. Other Texas cues with a twist are new uniforms and new packaging designs launching in in 2020.
Fueled by a mission to “Create the Crave for the Authentically Unique Flavor of Texas ,” the re-launch of Churchs Texas Chicken has a compelling brand mission and story that connects with guests on multiple levels. Its real without being boring, simple without being basic, and familiar but always a bit surprising. That goes for hand-crafted meals that remind people of simpler times as well as for Churchs Texas Chicken team members who value tradition and fresh, flavorful food.
Five new Churchs Texas Chicken restaurants are scheduled to open in Canada this year with plans in motion to open more restaurants in 2020 and beyond. Guests eager to experience the flavorful, legendary taste of Texas for themselves may visit the upcoming Churchs Texas Chicken at the following addresses:
- 1549 Dundas St. E | Whitby, ON L1N 2K6
- 2510 Eglinton Ave East | Scarborough, ON M1K 2R5
- 127 St NW | Edmonton, Alberta T6V 0C5
- Brampton Corners, Quarry Edge Drive | Brampton, ON L6V 4K2
- Shoppers World, 3003 Danforth Ave | East York, ON M4C 1M9
“This is an exciting time for Churchs Texas Chicken as we roll out our new global brand positioning. Were bringing the flavorful, legendary taste of Texas to the GTA, Edmonton and other cities in Canada and other markets across the Americas and the rest of the world,” said Tony Moralejo , Executive Vice President of International for the brand. “From elements like our storytelling icons, to the design of the restaurants themselves, everything now points back to the heart of the Churchs Texas Chicken experience – authentic traditions, bold tastes, and straightforward, consistently great food.”
Church’s Chicken – The Rise and Fall…And Rise Again
FAQ
Why did they change the church’s chicken logo?
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” that calls out the unique legacy of the brand’s Texas roots.
Did churches change their chicken recipe?
The rejuvenated 1952 recipe has been infused with richer, savory spices that penetrate deep down to the bone. The brand has always been about its guests, always staying true to its community roots, while delivering bold, authentic flavors that innovate and push boundaries.
What happened to Church’s chicken?
In August 2021, Church’s Chicken was acquired by High Bluff-backed Rego Restaurant Group, the owners of Quiznos and Taco del Mar.
Is Church’s chicken and Church’s Texas Chicken the same company?
Church’s®, known outside the Americas as Texas Chicken™, caters to a variety of different tastes from country to country and region to region. The brand’s international restaurants include local specialties to create an even wider appeal to customers.