In a conscious effort to woo Taco Bell customers, Church's Chicken is now selling tacos.
The Atlanta-based restaurant will introduce its new item, the crispy chicken taco, nationwide on Oct. 4. It will retail for 99 cents.
According to the Atlanta Journal-Constitution, Church's hopes to attract mostly 18-to-24-year-old diners.
The chain recently announced aggressive changes to its business model, including the release of its first commercial in three years to coincide with the introduction of its new "Spicier Spicy Chicken."
Church's has also recently added a new round of hires to push an expansion plan and updated research and development objectives.
These efforts come on the heels of the company's sale in late 2009 to parent company Friedman, Fleischer & Lowe, and the naming of a new CEO, Mel Deane.
From the story:
"We're going after the Taco Bell user," said Tony Lavely, chief marketing officer at Church's Chicken. When it comes to venturing into Southwestern food styles, "all indicators are green," Lavely said. "We're very attentive to the younger consumer."
