Introducing Chick-fil-A’s New App: More Than Just Food
Have you ever thought about enjoying your favorite chicken sandwich while watching a TV show or listening to a podcast? Well, now you can with Chick-fil-A’s new app set to launch on Nov. 18. This app offers a whole new experience for families, with original animated shows, scripted podcasts, games, recipes, and e-books, all designed to enhance your Chick-fil-A experience.
But why is a restaurant chain delving into the world of media? The answer lies in Chick-fil-A’s innovative approach to capturing more customers and driving sales to its over 3,000 locations. Despite having fewer stores than Starbucks and McDonald’s, Chick-fil-A has secured its place as the third-largest U.S. restaurant chain by sales. With revenue reaching $7.89 billion last year, the company is continuously expanding beyond traditional food offerings.
In addition to the app, Chick-fil-A has ventured into branded merchandise, such as a unique sleeping bag resembling its famous chicken sandwich packaging, and launched a spinoff brand called Pennycake, offering family-friendly games and puzzles. The company has also released animated shorts on YouTube as part of its "Stories of Evergreen Hills" series for the past five years.
According to Dustin Britt, Chick-fil-A’s executive director of brand strategy, entertainment, and media, the app’s content and games are strategically aligned with mealtime, providing added value to the overall Chick-fil-A experience. By creating engaging content, Chick-fil-A aims to give customers more reasons to enjoy their favorite meals with the brand.
The app preview includes exciting content like the first episode of "Legends of Evergreen Hills," a scripted podcast titled "Hidden Island," and a step-by-step cooking tutorial using a Chick-fil-A milkshake as a key ingredient. Customers can pre-download the free Chick-fil-A Play app on their iPhones, iPads, and Android devices before the official launch next month.
Why Chick-fil-A is Betting on Content
As consumer preferences evolve, Chick-fil-A recognized the need to adapt its marketing strategies. With more customers opting for drive-thru options and delivery rather than dine-in experiences, the company saw an opportunity to engage families through digital channels like the new app.
Khalilah Cooper, Chick-fil-A’s vice president of brand strategy, advertising, and media, highlighted the shift in consumer behavior and the importance of creating a digital playground for families. The app aims to extend Chick-fil-A’s signature hospitality and generosity beyond its physical locations, catering to customers on the go and at home.
Focusing on themes of generosity, friendship, problem-solving, creativity, and entrepreneurship, Chick-fil-A’s app content targets children aged 12 and under and their parents. The rollout plan includes weekly releases of new episodes for "Legends of Evergreen Hills" and "Hidden Island," with future audio series like "Ice Lions" scheduled for next year.
While Chick-fil-A collaborates with external partners to create engaging content, the company remains committed to enhancing the app over time and exploring new opportunities to connect with its audience. By investing in branded content, Chick-fil-A seeks to build stronger relationships with kids and parents while differentiating itself in the competitive restaurant industry.
Restaurants as Media Brands
In a world where traditional media giants struggle to capture audiences, brands like Chick-fil-A are leveraging content creation to drive product sales. Unlike media companies aiming for subscription or ad revenue, Chick-fil-A’s focus is on promoting its offerings through engaging content that resonates with customers.
By tapping into the power of storytelling and branded entertainment, Chick-fil-A aims to connect with families in a non-intrusive way, fostering positive sentiments toward the brand. With the flexibility to experiment and the financial resources to support its initiatives, Chick-fil-A stands out as a unique player in the evolving media landscape.
As Chick-fil-A continues to innovate with its Play app and explore new content opportunities, the future looks promising for this beloved fast-food chain. Stay tuned for more exciting updates and exclusive content from Extreme Investor Network.