Calling All High-Octane Food Lovers Church`s Chicken is Turning up the Heat with Its New Spicier Spicy Chicken

First New Ad Campaign in Three Years Showcases the Brilliance of the Product -
It`s Chicken Genius!

ATLANTA--(Business Wire)--
It may be hot outside all over the country but things are really heating up
inside Church`s restaurants today, as the QSR chain launches its New Spicier
Spicy Chicken.

Church`s is responding to the ever-changing eating habits and adventurous
palates of today`s consumers. Its new product is marinated for twelve hours so
that each bite has just the right amount of a spicy kick coupled with a bold
flavor profile.

"Spicy foods continue to be a "hot" trend, no pun intended," said Kirk Waisner,
Chief Chicken Officer of Church`s Chicken. "Our guests crave hotter foods and
our new Spicier Spicy Chicken delivers with a perfect balance of heat and
flavor. The secret is in the preparation."

The new product is being introduced with a new ad campaign - the first for
Church`s in more than three years. It was created by Atlanta-based Trend
Influence, the brand`s new creative agency. The television ad depicts a Church`s
team member named Doug who has prepared the new Spicier Spicy Chicken and when
tasted by the restaurant manager - his boss - he is so taken with the bold,
spicy flavor that he calls Doug a "Chicken Genius." Doug and his boss will be
recurring characters in the brand`s ongoing Chicken Genius ad campaign as
Church`s continues to launch new products. The :15 and :30 second television and
radio spots, in both English and Spanish clearly demonstrate Doug`s dedication
and passion for delivering the highest quality products and services to the
brand`s guests in a fun and engaging manner. The campaign will also be supported
with direct mail and outdoor billboards.

The theme of Chicken Genius will be showcased on every touch point in the
restaurants including packaging with Chicken Genius sayings such as "Contents
prepared by a Certified Chicken Genius" and "Made from Scratch is Chicken
Genius" and "Spicy, Crunchy, Juicy, Genius."

"Our new advertising campaign showcases the quality our guests have come to
expect from our world famous chicken and hospitality from our service
ambassadors in our restaurants," said Andy Bonaparte, VP of Advertising. "The
campaign aims to prove the brand`s new innovative products are pure Chicken
Genius and our guests, for choosing Church`s - well that`s Genius - Chicken
Genius!"

Church`s New Spicier Spicy Chicken is a permanent menu item in all Church`s
stores across the country.

ABOUT CHURCH`S CHICKEN

Founded in San Antonio, Texas, in 1952, Church's Chicken is a highly recognized
brand name in the Quick Service Restaurant sector and is one of the largest
quick-service chicken concepts in the World. Church's Chicken serves freshly
prepared, high quality, flavorful chicken both Original and Spicier Spicy and
tenders, with signature sides and hand-made from scratch biscuits. Church`s
differentiates from its competitors in care and attention given in preparation
of food, and is positioned as the value leader in the Chicken QSR category. As
of March 2010, the Church's system consisted of more than 1,700 locations
worldwide in 22 countries, with system sales approaching $1.2 billion. For more
information on Church`s Chicken, visit www.churchs.com.

Church`s Chicken
Bonnie Warschauer, 770-350-3833
BWarschauer@churchs.com

Copyright Business Wire 2010