The brand is officially announcing the U.S. launch of its new positioning, which invites guests to Savor the Flavor of the South, Texas Style. It's a bold, new direction, with a nod to the storied past for the popular brand that spent much of 2018 preparing restaurants – and guests – for a new marketing campaign across consumer touchpoints, and a renewed commitment to the handmade, Texas-inspired comfort food for which the brand is known and loved.
"Church's has been a part of the lives of our guests and the communities we serve for well over 66 years - and we take that legacy seriously. Our guests have grown to love our great food, made with care by thousands of dedicated team members across the country, under the watchful eye of some of the best franchisees in this industry," offers , Chief Executive Officer for the brand.
"A robust, global market research plan led us to an opportunity to aggressively grow our domestic business by building upon the unique taste, flavor, and fresh preparation that only Church's can claim," continued Christina. "We have come up with a new brand positioning which will no doubt satisfy our guests, and bring in new guests to experience what Texas-inspired comfort food is all about."
Driven by the research insights, the marketing direction draws inspiration from Church's menu itself - items such as Church's original hand-battered fried chicken, with its jalapeno pepper that has been become a longstanding tradition for guests' who want to squeeze some extra spicy kick over their meal, or its signature spicy chicken, marinated overnight with a bold 5-pepper blend. The new brand positioning will come to live through an integrated traditional and digital marketing campaign, along with other key consumer touchpoints that customers interact with while engaging with the Church's brand, such as new packaging graphics.
"It's a new year and a new spirit at Church's," continues Christina. "But it's the same classic Southern-hospitality-meets-Texas-sized flavor that guests have always craved. It's going to be an exciting time to visit Church's. Our entire system is really fired up about the future of this brand – and that's going to show in every bite of food and every visit to your local Church's."
Christina adds that the brand positioning is part of a multi-year strategic plan to deliver results for all Church's stakeholders, including franchisees, restaurant employees, corporate team members, and the communities that the restaurants serve. "We're doubling down on our key strengths – the food we serve, the people who serve it, and the guests that enjoy it. We laid the foundation last year by examining our operational structure and making improvements to deliver a stronger overall guest experience. This is the next step, telling a brand story that everyone connects with." According to Christina, domestic roll-out will come first, and the international roll-out of the new global brand position will occur a little further into 2019. Once complete, both sides of the brand will feature a new look and feel, creating a unique, unified identity and guest experience for the first time ever in the brand's history.
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