As competition in the chicken category continues to intensify, Church’s Texas Chicken is using a familiar playbook to potentially find an advantage. The chain today announced the return of the original recipe, first created in 1952.

According to the company, the recipe means each piece of chicken is marinated, hand-battered, and double-breaded. The original recipe calls for a dough and a bread pan, making it easier for workers to execute.

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“Our original recipe reflects the bold flavor that made the brand famous. Deep marination and crispy, flaky breading – it’s all about flavour. We’re excited to bring back our OG recipe to satisfy our guests’ desire for even more flavor, ensuring every bite is infused with our guests-favorite spice blend. “We extend a warm welcome to those who haven’t visited our restaurants in a while to rediscover our legendary chicken,” said head chef Kevin Houston.

To support the return of the original recipe, Church’s is offering two-piece legs and thighs or two-piece tenderloin and sauce, starting at $2.99. Family Packages consisting of 10-piece legs and thighs or 10-piece tenderloin and sauce are also available, starting at $10.99. The chain also offers promotions through its new loyalty program, Church’s Real Rewards.

“This is the recipe that started it all, now made just for you,” CEO Joe Guith said in a statement.. “This return is not only a return to our roots, but also a strategic move that will move our business forward. We are confident that our guests will enjoy our extraordinary recipe and iconic taste that fuels our growth and success.”

Nation’s Restaurant News contacted Church’s to find out how long it’s been since the original recipe appeared on menus.

Church’s Texas Chicken and Texas Chicken have more than 1,500 locations in 23 countries and global markets and have systemwide sales exceeding $1.4 billion. According to Technomic data, Church closed 2023 with domestic sales of $803 million; This represents an increase of almost 5% compared to 2022. Church’s, owned by High Bluff Capital Partners and FS Investments since 2021 It celebrated its 70th anniversary in 2022.

Contact Alicia Kelso (email protected)