Texas Chicken™ Introduces A Brand-New Bolder Expression To Better Serve Malaysian Consumers
The brand’s upgraded look and feel offers a more contemporary guest experience
Petaling Jaya, 19 May 2020 – 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.