The business model of the popular fast food restaurant, Chick-fil-A, has mirrored competitors since the first Chick-fil-A opened its doors in Atlanta, GA in 1967. Now, however, it is making moves to position itself as one of the most innovative fast food chains of the 21st century. The focus will still be chicken, but it will now join Blue Apron, Hello Fresh, Home Chef and even Kroger in the $5 billion-dollar meal kit industry that started in Sweden in 2007 and now has 80% of its business in the USA. On August 17, 2018, Chick-fil-A will introduce its new meal kits in Atlanta. The meal kits will be available until Nov. 17.
On average, each Chick-fil-A restaurant earns $3.1 million per year and now this successful franchise is testing the waters in the meal kit industry. Founder S. Truett Cathy, once remarked, “We should be about more than just selling chicken. We should be part of the customers’ lives.”
This new venture will make this possible now more than ever. The meal kits are designed for customer convenience. They do not have to order ahead, subscribe to a service, wait for delivery or make an extra stop. Meals can be picked up at Chick-fil-A restaurants while they are getting breakfast or lunch or going through the drive-thru on the way home.
These kits will afford customers the option of preparing Chick-fil-A’s signature chicken at home rather than sticking to pre-cooked meals. The meal options include chicken parmesan, chicken enchiladas, Dijon chicken, pan roasted chicken and a chicken flatbread. The kits will be available on a rotating basis and will serve two people. They will cost $15.89 which is comparable to other meal kits.
Customers will provide feedback by completing an online survey and the information provided will help the company decide if it will do a nationwide roll-out of the concept.
The rollout is a new venture for the fast food industry and could be a test case for others in the space. If it proves successful, other chains will likely follow, which could revolutionize an already rapidly changing industry.