![]() In Canada, those competitors include the likes of KFC and Popeye’s, the latter of which now has roughly 70 locations in Canada. Tony Moralejo, EVP of international markets for Church’s, says that while the QSR has over 1,000 locations in the U.S., it is a challenger brand in most international markets, so it has 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.” The rebranding marks the combination of the original Church’s Chicken brand, as well as the Texas Chicken brand the chain utilizes in markets outside of North America. Last year, the U.S.-based company said it was looking to create a more united brand experience in international markets, as it was noticing a different consumer experience depending on where a customer was visiting. The rebranding will also be taking effect in other markets in the Americas, which include Mexico and Honduras. Church’s restaurants will also be getting a facelift to better reflect its Texas roots, incorporating things like the “lone star” symbol and jalapeno into the imagery, murals in the interior decor and a “warm colour palette” that still utilizes the gold and red consumers might be familiar with, with more wood-paneled accents. Church’s Chicken will now be known as Church’s Texas Chicken in Canada as the QSR chain moves to have a more consistent experience across different markets in an increasingly competitive chicken category.Īs part of the name change, the restaurant is also getting a new visual identity, expressed in a new logo (pictured, left), as well as uniform and packaging designs that will debut in the new year.
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