Rebranding pushes Atlanta-based chicken chain toward ‘Texas roots’

With the fried chicken wars in full swing, Atlanta-based Church’s Chicken is hoping that Texas sells.

Church’s, Atlanta’s fourth-largest franchise, will test a global brand relaunch in Canada that stresses the restaurant’s link to the Lone Star State, rebranding as Church’s Texas Chicken.

Founded in San Antonio in 1952 by George W. Church, the chain’s headquarters moved to Sandy Springs, Georgia, in the 1990s.

Among the changes are a new logo, restaurant design, uniforms and packaging. The…