Church’s Chicken, the popular fast food chain known for its hand-breaded fried chicken, recently underwent a major rebranding effort by changing its name. The company is now called Church’s Texas Chicken in the Americas and Texas Chicken in many international markets.
This name change may seem subtle, but it represents a calculated strategic decision by Church’s Chicken leadership to refresh the brand and better emphasize its heritage and culinary offerings.
A Look Back at Church’s Origins and Early History
To understand the reasoning behind the name change, it helps to first look back at the origin story of Church’s Chicken The company traces its roots to San Antonio, Texas in 1952 when a man named George W Church Sr. opened a small walk-up restaurant called Church’s Fried Chicken To-Go.
The restaurant quickly gained popularity for its delicious fried chicken recipes made with fresh ingredients. By 1968, Church’s had expanded to 100 locations across 7 states, making it the first Texas-based restaurant chain to achieve national presence.
In the following decades, Church’s continued to grow through acquisitions and franchising deals to become one of the largest chicken brands in the world. However, the Church family eventually sold their interest, and the company changed hands multiple times.
Why Change a Long-Established Brand Name?
Given its widespread recognition and nostalgic connection, why would Church’s Chicken tamper with its well-known name after nearly 70 years in business?
There were several strategic factors driving the rebranding initiative:
Revitalizing the Brand Image
While many customers held fond memories of Church’s, the leadership felt the brand needed a refresh to attract a new generation of diners. Updating the name to Church’s Texas Chicken aimed to give the brand a modern, exciting flair deeply rooted in its place of origin.
Differentiating in a Competitive Market
The fast food chicken market has grown intensely competitive. By prominently featuring “Texas” in the new name, Church’s looks to highlight its legacy and differentiation as an authentic Texas-inspired concept.
Leveraging Texas’ Strong Brand Identity
Texas enjoys a strong brand identity, with positive associations of bold flavors, hospitality, and culinary traditions. Aligning closely with Texas allows Church’s to tap into these desirable connotations.
Streamlining International Presence
Internationally, many locations already operated under “Texas Chicken.” A unified global name makes marketing and expansion simpler.
Removing Religious Connotations
While Church’s was not a religious establishment, the original name may have given off exclusionary perceptions in some international markets. Eliminating “Church’s” helped the brand appeal to broader audiences abroad.
Gradual Transition to the New Name
The name change from Church’s Chicken to Church’s Texas Chicken occurred gradually over several years. The first Texas Chicken restaurants opened internationally in the 1970s and 80s.
In 2008, Church’s Chicken made the Texas name official in all markets outside the Americas. Finally, in 2015, locations within the US began transitioning to the Church’s Texas Chicken identity.
This staged approach allowed the company to implement the change systematically while monitoring performance and customer feedback.
What Exactly Changed with the New Name?
To alleviate customer concerns, Church’s has clarified that the name update did not impact the core menu, recipes, ingredients, or dining experience. The change was purely a rebranding strategy, not a signal of operational shifts.
However, the new name has been accompanied by some positioning and marketing changes to match the updated image, including:
- Greater emphasis of Church’s Texas heritage in branding
- Introduction of new menu items inspired by Texas flavors
- Restaurant redesigns featuring Texas-inspired decor elements
- Targeted promotions and ads focused around the Texas name
Reception Among Loyal Customers
When iconic brands undergo name changes, backlash is not uncommon among loyal customers who prefer that things stay the same.
However, in Church’s case, reception has been largely positive. While some nostalgia was evident initially, leaning into its Texas roots has resonated well overall. Customers seem to appreciate the refreshed identity and regional pride.
The Road Ahead for Church’s Texas Chicken
Looking ahead, Church’s Texas Chicken appears well-positioned to continue expanding, particularly in international regions where the Texas Chicken name already enjoys strong recognition.
Domestically, the brand can leverage its updated image and focus on quality to differentiate itself in a crowded market. While staying true to its heritage, Church’s aims to keep innovating and reach new customers.
The name change was no small decision, but the strategy behind it demonstrates why Church’s has thrived from a single San Antonio restaurant to a global chicken empire over its long history. By adapting smartly to new challenges and opportunities, Church’s Texas Chicken is ready to write its next chapter.
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.”
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Church’s Chicken – The Rise and Fall…And Rise Again
FAQ
Why did churches chicken change their name?
The removal of the “Church” has to do with where the restaurants are located: some areas did not like the inclusion of “Church” in the name and sales dropped. They addressed it by calling it “Texas Chicken” instead. No ME here…
Is church’s Texas Chicken the same as church’s chicken?
Now, over 70 years later, we’re bringing it back to where it all began with a fresh and modern look and a new middle name too. It’s Church’s Texas Chicken®. Same Church’s® you’ve always loved, now in a bold new era.
What is the Church’s Texas Chicken controversy?
KFC is taking one of its smaller rivals to court, suing Church’s Texas Chicken for allegedly violating its trademark rights by using the phrase “original recipe” in pitching its fried poultry products.
Why are they shutting down church’s chicken?
Church’s Chicken restaurants have closed for a variety of reasons, including Franchisee failure. Some Church’s Chicken locations have closed due to a franchisee failing to meet standards or owing back taxes. #KinglyisRoyalty.
Why did church’s chicken change its name?
Let’s uncover the answer to this intriguing question. The origin of the name change can be traced back to the company’s expansion into international markets. While Church’s Chicken was initially founded in 1952 in San Antonio, Texas, by George W. Church Sr., its growth transcended borders, expanding into various countries around the globe.
Does church’s chicken have a different name?
No, while the brand’s primary international name is Texas Chicken, it may have some variations based on cultural and linguistic considerations in certain countries. 9. Was the name change of Church’s Chicken successful?
When was church’s chicken founded?
Yes, Church’s Chicken was founded in San Antonio, Texas, in 1952. 2. When did Church’s Chicken change its name to Texas Chicken? Church’s Chicken did not change its name universally. The rebranding to Texas Chicken only occurred in international markets as part of its expansion strategy. 3.
Why did church’s chicken rebrand?
While Church’s Chicken was initially founded in 1952 in San Antonio, Texas, by George W. Church Sr., its growth transcended borders, expanding into various countries around the globe. As part of its international expansion strategy, the company decided to rebrand itself to resonate more effectively with its target markets.
Does church’s chicken sell Texas Chicken?
Texas Chicken is a brand owned by Church’s Chicken but is not exclusive to Texas. It is a global chain that represents Southern American cuisine. 12. Are there any plans to change all Church’s Chicken locations to Texas Chicken?
Will Church’s chicken rebrand to Texas Chicken?
No, Church’s Chicken locations in the United States will continue to operate under the Church’s Chicken name, as the rebranding to Texas Chicken only applies to international markets. Watch this awesome video to spice up your cooking!