Church's Texas ChickenCopied

Church's was founded in San Antonio in 1952, and outside the Americas it already traded as Texas Chicken. Its North American logo was a navy and yellow badge with a large star, a script Church's and "since 1952."

On 2 December 2019 the company said its Canadian restaurants were "re-branding as 'Church's Texas Chicken™' with a new brand positioning, logo identity, restaurant design, uniforms, packaging and other elements." It described "a strong, clean new logo with a vivid gold brand circle above and below the bold signature Church's brand name," with a Texas "lone star" above it.

Tony Moralejo, executive vice president of international, called the logo "evolutionary - not revolutionary" and said it makes sure "our Texas-style spirit and heritage is right there for everyone to notice." Strategy reported that the change joined the original Church's Chicken brand with the Texas Chicken brand used outside North America, and that it would also reach Mexico and Honduras.

The new look came with restaurant designs using wood panels, a "puck" logo sign, a jalapeno "Jal" icon and murals, plus new uniforms and packaging in 2020. The US chain followed: by mid-2023 churchs.com carried the enclosed Church's Texas Chicken badge, and Nation's Restaurant News covered the push to turn the renamed brand around.

Many US customers only noticed in late 2023. One X user found the rebrand "so cute," another said she was "flabbergasted," and a third called it "wild."