This campaign must work against new product launches, line extensions, product attributes and key consumer insights. The end result is a campaign that reflects our core consumers' lives while inviting a new generation into our restaurants to experience great-tasting, quality chicken.

Everybody today is talking price and flavor to attract business. We wanted to talk about what makes us unique for our customers: being authentic, urban, slightly irreverent and known as 'the real chicken' place. We've always owned value and we've always been authentic. Now with spicy flavor offerings and variety, we have a solid strategy that differentiates us from the competition.

It's a new day. Church's is evolving. We're free to do anything we want to do.

We just make sure they get their work in.

We're obviously going for an integration that hasn't been done before. Some work on integration going on with particular pieces in Canada, the US and my old group in the UK but we're taking a bigger slice now.

Almost immediately, I remember right when Tikrit even fell, a few days after Baghdad fell, there was talks of insurgency, there was talks of jihad and of resisting the American occupiers, and slowly this turned into an organized movement.