LAFAYETTE, La. -- After 30 years in business, Krispy Krunchy Chicken is revamping its logo, stores and products.
The convenience-store-based quick-service restaurant has kept its lip-smacking sun and barn logo relatively unchanged since it launched in 1989. The modernized logo offers a more simplistic design and marks a fresh chapter for the brand.
“Our new logo represents the next evolution of our company as we pivot to a more consumer-focused marketing brand,” said Neal Onebane, founder of Krispy Krunchy. “This logo redesign will serve as the launchpad for a variety of new programs designed to take advantage of the number of stores we have and the geographic size of our brand footprint.”
Krispy Krunchy also updated its brand descriptor from “Cajun Recipe” to “Freshly Made, Perfectly Cajun.” The motto helps to differentiate the chicken brand from its competition by focusing on the never-frozen product and popular Cajun flavor profile, Onebane said.
“This new descriptor highlights the major differences between Krispy Krunchy and other fried chicken brands: Our chicken is always fresh, never frozen, ensuring a more moist texture, and our delicious Cajun flavor profile is uniquely crowd-pleasing.”
In addition to the branding updates, Krispy Krunchy is also unveiling units in stores in new markets. In 2018, the company added 476 branded c-store locations. This month, Krispy Krunchy is expanding its presence south of the border at a new location in Cancun, Mexico. Krispy Krunchy is also working on a cleaner design for in stores, with a crisp white color scheme and wood accents, Allison Shapiro, director of communications and technology for Krispy Krunchy Foods LLC, told CSP Daily News.
Foodservice operators can also expect a product launch later this year, Shapiro said. The chicken purveyor will also focus on growing the dinner daypart. “We feel that we solidified lunch, but we’re continuing to build our dinner sales,” she said. Krispy Krunchy will continue to roll out evening solutions, such as its whole fried chicken to serve families and groups, she said.
“Our base knows us now—we’re no longer introducing ourselves,” she said. “We’re here for the long haul.”
Lafayette, La.-based Krispy Krunchy Chicken has more than 2,400 locations in 46 U.S. states, American Samoa and Mexico.