Okay, a couple things seem a bit off. The rock looks like crushed up paper. Maybe pick something a bit less shiny? Second the sentence at the bottom, its a billboard - who is going to park their car and read that? You have only three seconds to reach your fast moving audience. Maybe start with New Crispy Chicken or even put that underneath the sandwich itself.
On the plus side, awesome concept. "Between and rock and a hard place". The background is awesome and the drop shadows nicely make everything visible.
It's getting better, I think you should fit 'chicken' underneath same size as crispy. And I'll send you a link to a bit better of a rock picture, because the one you have now looks like coal. And 'burnt' is a bad connotation in the food industry. Turn that rock sideways so it is the same basic shape as the pillow and sandwich, which will increase the appeal and eye flow.
Yes! That's much better. Put that up full screen and step back, squinting your eyes. I know you feel 'chicken' should be smaller, but its product placement, its a name right? "The Crispy Chicken" not a crispy chicken. The rock looks great, better resolution on the logo and you gave it some outer-glow! It's complete!
