Church's Chicken Rolls Up New Crispy Chicken Taco

ATLANTA -- Church's Chicken quick-service restaurants added a new menu item for on-the-go customers, with its Crispy Chicken Taco. The new product is targeted to consumers looking for value-focused lunch, dinner and snack options that are portable, according to the company.

"Our new Crispy Chicken Taco was developed to be more relevant and meet the needs of younger and more mobile consumers," Tony Lavely, chief marketing officer of Church's Chicken, said in the report. "This portable product is the first on our new menu board, but it certainly won't be the last of its kind." Church's Crispy Chicken Taco has a Southwestern flavor profile and is made with a freshly prepared, crispy flour shell filled with seasoned chicken, and topped with shredded lettuce and real, shredded cheddar cheese, the company stated. Two Crispy Chicken Tacos with crispy fries and a regular drink are priced at $3.99, or one taco for 99 cents.

"The brand's 'Chicken Genius' advertising campaign has been gaining momentum since the introduction of our new Spicier Spicy Chicken in August," Andy Bonaparte, vice president of advertising for Church's, said in the statement. "The recurring characters of Doug, a restaurant team member, and his Manager who calls Doug a 'Chicken Genius' because of his ongoing passion and new ideas for Church's Chicken, will again help introduce another new product."

The new Crispy Chicken Taco will be supported by a new 30-second TV commercial featuring Doug, who works the drive-thru as a convertible pulls up -- with four teenagers, three girls and a guy -- to pick up their Crispy Chicken Tacos. The girls recognize the Chicken Genius and start screaming as they are overcome with emotion, as if Doug is a famous rock star and they are experiencing this brush with greatness, the company stated. Meanwhile, the male teenager does not understand all the attention given to Doug until he tastes the new Crispy Chicken Taco. He then declares Doug a Chicken Genius. A 15-second ad will showcase 'Moments of Chicken Genius' highlighting the new product and its portability. Television and radio spots will be in both English and Spanish.

The Crispy Chicken Taco will also be supported in-store and with direct mail and outdoor billboards.