In conjunction with the upcoming Chinese New Year, Texas Chicken Malaysia is drumming up the festive spirit with the all-new Crimson Crunch Chicken, laced with shrimp and chilli crisps.
Inspired by the dried chili shrimp rolls, a favourite CNY snack of many Malaysians, this new Crimson Crunch Chicken will send the palate bursting with a combination of sweet, spicy and savoury flavours.
The lingering umami taste comes from the coating that features a mixture of breadcrumbs and crispy prawn chilli which have been combined with key ingredients like garlic, dried chilli and fried onions.
Texas Chicken Malaysia general manager Tham Yue Foon said they are constantly innovating with flavours to excite consumers with new and unique sensory experiences.
“This time around, for Chinese New Year, we were inspired by this simple yet delicious condiment which is familiar to the Chinese community – the crispy dried shrimp sambal or ‘hae bee hiam’ – which goes well with bread and rice, and is also the flavour of a popular crispy roll snack during the festive season. We are delighted to serve our own take of this crowd favourite with the introduction of the Crimson Crunch Chicken,” he said.
In conjunction with the launch of the all-new Crimson Crunch Chicken and the upcoming Chinese New Year, Texas Chicken has also produced a video https://bit.ly/TCMCrimsonCrunchChicken backed by a trio of drummers beating to a rousing rhythm on the Chinese drums, ushering in the auspicious Year of the Tiger. The music is themed around ‘Rising, Celebrating and Thriving’ where they hope to lift the spirits of Malaysians and inspire them to move forward with an upbeat feeling for a better year ahead.
In keeping with the festive occasion, Texas Chicken Malaysia is giving away uniquely designed Year of the Tiger ang pow packets with every purchase of the Crimson Crunch combo or purchases above RM20 per receipt.
“While many things have changed since the pandemic, we hope to keep certain traditions alive including the gifting of ang pows as friends and families will now be able to reunite in person and celebrate in a safe manner this year,” added Tham.
The all-new Crimson Crunch Chicken will be available while stocks last at all Texas Chicken Malaysia stores and via its food delivery partners (GrabFood and Foodpanda) from Jan 18, 2022 onwards.
Texas Chicken or known as Church’s Chicken inside Americas, is founded by George W. Church in 1952 in San Antonio, Texas, USA, and is one of the largest quick-service restaurant chicken chains in the world.
In Malaysia, Texas Chicken Malaysia is owned and operated by Singapore F&B listed company Envictus International Holdings Limited. The fast-food restaurant chain opened its first outlet in Aeon Bukit Tinggi Shopping Centre, Klang in February 2013, and currently has more than 80 Texas Chicken outlets in Malaysia.
