Church's adds spicy chicken to menu

Noting that consumers are seeking spicier menu items when dining out, Church’s Chicken said it has added a new Spicier Spicy Chicken to its menu.

The chicken-on-the-bone product is marinated in a spicy sauce for 12 hours, the chain said Monday. Church’s tested it for six months before rolling it out systemwide this month as a permanent menu item.

“Spicy foods continue to be a 'hot' trend, no pun intended,” said Kirk Waisner, Church’s chief chicken officer. “Our guests crave hotter foods and our new Spicer Spicy Chicken delivers with a perfect balance of heat and flavor. The secret is in the preparation.”

The new Spicier Spicy Chicken is being supported by a series of 15-second and 30-second television and radio ads in English and Spanish. The ad campaign, titled “Chicken Genius,” is Church’s first in more than three years. In addition, the product will be marketed via direct mailings and outdoor billboard placement.

Church's is the latest chicken chain to spice up its signature product. Popeyes Louisiana Kitchen promoted a spicy Wicked Chicken limited-time offer earlier this summer, and Chick-fil-A added a spicy chicken sandwich to its menu in June.

Atlanta-based Church’s Chicken operates or franchises more than 1,700 restaurants in 22 countries.

Contact Elissa Elan at [email protected]