Texas Chicken is a fast food restaurant founded in the 1950s in America and named Church’s Chicken in honor of its founder George Church. The chain has grown over time and was renamed to Texas Chicken. The franchise came into many countries of the world including in Belarus.
GOAL AND TASKS
To adapt the brand to the local market and audience. To adjust positioning. To make up the Texas Chicken philosophy.
America is a huge country: the land of majestic canyons, wide freeways, giant skyscrapers and large portions! The Americans like everything big. And Texas Chicken can rightly be called Truly American. This wording became the basis for positioning of Texas Chicken. We make the philosophy of this native American restaurant and brought a piece of America to Belarus. And the international brand tagline “Bigger. Juicier. Crunchier” formed the basis of the brand’s core values. These are the changeless standards of the restaurant that gives MORE: bigger, juicier, tastier, more diverse, and more profitable servings.