Together, we mapped that opportunity across every experience touchpoint, delivering a clear direction for change across dine-in, carry-out, drive-thru and delivery experiences in every market.
The two brands are now able to dial up different elements of a shared playbook – with a clear understanding of what resonates most powerfully with different audiences in different global markets.
The Texas brand has received a top-to-toe overhaul, its first since the 1980s. Menu innovations, logo, packaging, restaurant design, uniforms have all been developed and thoroughly tested with consumers – and the resulting rebrand is rolling out across restaurants in Malaysia, Saudi Arabia, Thailand and beyond.
The Church’s brand has undergone a smaller shift, but the shared expression between the two brands is clear and lays the groundwork for closer integration in the future.