News

Church’s Chicken offers up a snack

December 27, 2010

Church’s Chicken has added the Chicken Mini Sandwich to its menu. The hand-held, portable item was launched behind strong consumer demand and after a successful test run in select markets.

The new sandwich features an all-white chicken breast filet served on a toasted, slightly sweet bun and topped with lettuce, creamy original or spicy mayonnaise and a dill pickle chip. The Church’s Mini is available or 89 cents, or $1.49 for two. 

“Today more than ever, our customers are looking for value without sacrificing great quality products,” said Marc Butler, senior vice president of marketing for Church’s Chicken. “We knew after testing this sandwich in local markets, this product had all the right components to meet the needs of our customers.”

The Chicken Mini will be supported on television, radio, in-store, direct mail and outdoor billboards via the recurring characters of Doug and his Manager playing on the “Chicken Genius” theme. The 30- and 15-second ad spots will run in English and Spanish.

Church’s Chicken’s new mini item fits within the increasingly snack-laden menus of the QSR segment.

A 2008 report from Mintel Menu Insights found that snack items grew by 300 percent from 2005 to 2008. The QSR segment has the highest percentage of snack offerings, at 64 percent.