As competition in the chicken category continues to intensify, Church’s Texas Chicken is pulling from a familiar playbook to potentially find an advantage. The chain announced today the return of its original recipe initially created in 1952.
According to the company, the recipe means each piece of chicken is marinated, hand-battered, and double-breaded. The original recipe requires one batter and one breader, making it easier for employees to execute.
“Our original recipe captures the bold flavor that made the brand famous. The deep marination and crispy, flaky breading — it’s all about flavor. We’re excited to bring back our OG recipe to satisfy our guests’ cravings for even more flavor, ensuring every bite is infused with our blend of spices our guests love. We extend a warm welcome to those who haven’t visited our restaurants in a while to rediscover our legendary chicken,” head chef Kevin Houston said in a statement.
To promote the original recipe’s return, Church’s is offering two-piece legs and thighs or two-piece tenders and sauce starting at $2.99. Family Packs of 10-piece legs and thighs or 10-piece tenders and sauce are also available starting at $10.99. The chain is also offering promotions through its new loyalty program, Church’s Real Rewards.
“This is the recipe that started it all, now crafted just for you,” chief executive officer Joe Guith said in a statement. “This return is not only a return to our roots, but also a strategic move to drive our business forward. We’re confident that our guests will enjoy our exceptional recipe and iconic flavor, fueling our growth and success.”
Nation’s Restaurant News contacted Church’s to learn how long it’s been since the original recipe appeared on menus.
Church’s Texas Chicken and Texas Chicken have more than 1,500 locations in 23 countries and global markets, with system-wide sales of more than $1.4 billion. Domestically, Church’s closed 2023 with $803 million in sales, marking a nearly 5% jump from 2022, according to Technomic data. Owned by High Bluff Capital Partners and FS Investments since 2021, Church’s celebrated its 70th anniversary in 2022.
Contact Alicia Kelso at [email protected]
