Texas Chicken
is raising the bar on the quick-service restaurant experience in Malaysia with its
comprehensive brand re-launch and competitive new positioning. Aiming to excite
local consumers with a fresh outlook on the brand, Texas Chicken has unveiled a
new logo, a more compelling restaurant design, new product packaging and revamped
its staff uniforms, in addition to releasing limited-time offerings on their
menu.
The
new brand identity is based on rigorous consumer insights collected from
thousands of QSR customers throughout Asia, the Middle East and the Americas –
and expresses unique
attributes like quality, boldness, innovation and flavor, alongside a more
modern attitude in efforts to form even deeper connections with its audience
and fans as the brand continues to grow in
Malaysia and beyond.
“We’re very excited about the new brand positioning,
especially how it will connect and engage our customers in a whole new way that
gives them a better understanding of what makes Texas Chicken so crave-worthy,” said Dato’ Jaya J B Tan, Chairman of Envictus International Holdings.
He added, “The new ‘bold’ stance of the
brand is especially fitting in these current circumstances as we strive to
navigate these challenging times by remaining resilient and placing the
customer experience at the heart of all we do.”
The most noticeable
feature of the re-launch is a strong, clean new logo with a vivid gold brand
circle above and below the bold signature Texas brand name. The lettering is set at an angle
to demonstrate how Texas
Chicken is
‘shaking things up’ with bold flavor and confident Texas spirit.
The Texas Chicken
outlet located at Sunway Pyramid is the first in Malaysia to feature the new
restaurant design, which begins with a striking exterior with warm textured
wood panels anchored by a new "puck" logo sign that pops and
immediately grabs guests' attention. Its interior features large murals with
signature icons that reflect essential elements of Texas like the jalapeno
pepper for "Bold," a lone
star representing " Texas ," and,
of course, a chicken for "Flavor." A giant gold star on the ceiling serves
as a lighting feature and a statement that this is the place to be for bold,
legendary flavor. A variety of seating options include wood tabletops, chairs,
benches, and stools with more brightly colored surfaces and walls throughout. The
digital menu boards also
echo the crisp, straight-shootin’, Texas-sized personality of the brand – with
a new focus on larger visuals to make ordering simpler and help guests find their favorite foods quickly and easily. More Texas Chicken Malaysia outlets
will be renovated to adopt this new design by the end of 2020.
To further enhance the guest
experience, Texas Chicken staff are now sporting new crew and manager uniforms,
in keeping with the bold attribute of the brand. Crew uniforms now include casual,
relaxed T-shirts with colors chosen from a warm color palette that reflects the
look and feel of Texas and complete the feeling of a bold brand that knows what
it means to deliver comfort food in a welcoming setting. The restaurant
managers have a crisp, clean look with black and grey shirts. Packaging for
food and beverages has gotten a modern update too, with signature icons, text
on the outside of each package that asserts Texas-sized truths like “Bold Tastes
with a Twist”, “Blazing New Trails in Flavor” and “The Legendary Taste of
Texas.”
Also coinciding with the re-launch, Texas
Chicken has released new limited time offerings such as the ‘Ayam 8 Lada
Bersaudara’, which features its fried chickens glazed with a special sauce made
from eight types of pepper. It also brought back the crowd-favourite Chocolate
Chip Biscuits, which is a twist on their signature honey-butter biscuits.
Following the Malaysian government’s
announcement on the Conditional Movement Control Order (CMCO), most Texas
Chicken outlets in Malaysia have now reopened for Dine-In, in addition to
offering Take-Away, Delivery (GrabFood) and Drive-Thru services. Stringent
health and safety measures have been put in place at all Texas Chicken outlets,
so that diners can enjoy legendary Texas-sized flavor, created with care, and
served with pride, in a safe and welcoming environment.
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