New product similar to rival Chick-fil-A’s signature sandwich
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Bret Thorn
Church’s Chicken, which recently touted a taste-test victory over fried chicken rival Popeyes Louisiana Kitchen, is now taking on the chicken sandwich king.
The 1,700-unit Church’s has introduced a Southern Style Chicken sandwich consisting of a breaded and fried breast served on a buttered toasted bun with dill pickle chips. The sandwich looks very similar to the signature item of the 1,550-unit Chick-fil-A, which has a cult following in many markets. Both Church’s and Chick-fil-A are based in Atlanta.
Church’s latest chicken sandwich was literally launched on Tuesday with commercials showing the sandwich, packaged in a silver foil pouch resembling that of Chick-fil-A, landing seemingly from nowhere in people’s hands. The next scene shows a company spokesman shooting the sandwiches from a giant slingshot on the roof of a Church’s Chicken restaurant in an attempt to get the word out.
VIDEO: Church's commercial
That same spokesman was shown in previous commercials with a bus and loudspeakers announcing Church’s victory over Popeyes in a spicy fried chicken taste test.
RELATED: The return of taste-test marketing
Church’s already has a more conventional chicken sandwich served with lettuce and a choice of regular or spicy mayonnaise on a sesame seed bun. The Southern Style Chicken sandwich is being sold at a premium: In Church’s home market of Atlanta, the new sandwich is $2.49 and the regular one is $1.19.
“This new sandwich plays well with the trend toward more premium proteins,” said Jana Mann, menu trends director of research firm Datassential, based in Los Angeles. “Of the 150-plus chicken sandwiches launched at major chains over the past 12 months, around 15 percent call out white meat chicken specifically – and we believe this will continue to grow in the periods ahead.
“It also uses ‘Southern Style’ to call out a more specific comfort cue. This continues to be a big trend today; the new wave of comfort foods is all about adding a twist to old-time favorites.”
Church’s is the latest quick-service chain to focus on chicken in recent weeks. For example, Popeyes said last week it would bring back its Wicked Chicken this summer. The spicy, batter-fried chicken strips were first offered last summer in response to what the Atlanta-based chain said was demand for more boneless, portable items.
EARLIER: Popeyes looks to repeat 'Wicked' success
Also in May, McDonald’s launched a reformulated grilled chicken, available as a sandwich or in salads. The chicken shifted from an Italian flavor profile to a more neutral one, said Dan Coudreaut, McDonald’s senior director of culinary innovation. The sandwich’s bun also was revamped and is now round instead of oval, made with whole grain and topped with cracked wheat.
McDonald’s also offers a “Southern-style” chicken sandwich, which it introduced in 2008.
Contact Bret Thorn [email protected].
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