Operations

Church's Texas Chicken, Mr. Tendernism launch flavor campaign

Photo: Church's Texas Chicken

August 4, 2026

Summarize with

Church's Texas Chicken is partnering with food personality and pitmaster Walter "Mr. Tendernism" Johnson for a multi-part content series highlighting the brand's new line of dry rubs, according to a press release.

The campaign, launching July 27 across social media platforms, teams Johnson with Church's corporate Chef Kevin Houston. Consumers are seeking adventurous flavors, which the duo will explore through taste tests, menu hacks and debate-style segments, according to the Institute of Food Technologies 2026 flavor trend report.

The brand recently launched three dry rubs — Lemon Pepper, Hot Lemon Pepper and Garlic Parmesan — allowing guests to customize their chicken at no additional cost.

"Mr. Tendernism brings an authentic passion for food that aligns with our culture and the way we approach menu innovation at Church's," Roland Gonzalez, chief executive officer of Church's Texas Chicken, said in the release. "Together with Chef Kevin's culinary expertise, they explore bold flavors, tap into emerging trends and bring our almost 75-year legacy approach to making chicken to life in a way that's sure to get people talking."

The digital series will include full-length YouTube episodes and short-form reels. Content segments feature Johnson participating in blind taste tests of the new rubs, the duo reacting to online menu hacks and a fast-paced debate round on food trends.

"Flavor is what brings people together, and I'm always looking for those unexpected combinations that make you stop and say, 'Now that's Tendernism!'" Johnson said in the release. "Church's has always known how to deliver delicious fried chicken, and I had great fun partnering with Chef Kevin to chat about flavors and trends, and as a bonus, I got to enjoy some of their great new rubs."

Church's Texas Chicken and its international sister arm Texas Chicken have more than 1,500 locations in 25 countries and global markets and system-wide sales of more than $1.6 billion. The company recently received a strategic growth equity investment from Golub Capital to accelerate its expansion and build upon recent operational improvements.