ATLANTA, Oct. 21, 2024 – Chick-fil-A, known for its chicken sandwiches and hospitality, is stepping into the world of entertainment with the launch of a new app, set to debut on November 18. The Chick-fil-A Play app will offer a variety of family-oriented content, including animated shows, podcasts, games, recipes, and e-books, all aimed at engaging customers beyond mealtime.
Expanding Beyond The Plate
While venturing into media may seem unusual for a fast-food chain, Chick-fil-A’s strategy is clear: keep customers connected to its brand. Over the years, the company has found creative ways to engage its audience, including branded merchandise and the launch of its spinoff brand, Pennycake, which offers family-friendly games and puzzles. With over 3,000 locations across the U.S., Chick-fil-A continues to find innovative ways to draw people into its restaurants, even as consumer habits shift.
“We’ve been paying attention to insights from families who visit our restaurants, and it became clear that content and games are closely connected to mealtime,” said Dustin Britt, Chick-fil-A’s executive director of brand strategy, entertainment, and media. “By adding value to their experience, we give them more reasons to enjoy Chick-fil-A.”
What to Expect on The App
The free app will be available for pre-download on iOS and Android devices. It will feature original animated shows, scripted podcasts, games, and cooking tutorials. Early users will get a preview of “Legends of Evergreen Hills,” a 22-minute animated episode that follows the adventures of protagonist Sam in a fantasy world. Another highlight is “Hidden Island,” a podcast about a family stranded on a deserted island. The app also includes interactive recipes, like one that uses a Chick-fil-A milkshake.
After the launch, new content will be released weekly throughout the holiday season. The company is planning future expansions, including “Ice Lions,” an audio series based on the true story of Kenyan teenagers trying to establish the country’s first ice hockey team.
Creating A Digital Playground
The idea for the app emerged from years of feedback from customers, along with changes in consumer behavior. Chick-fil-A has noticed a rise in drive-thru and delivery orders, while traditional in-restaurant visits have declined. “We see this app as a way to create a digital playground for families, whether they’re at home, in the drive-thru, or on the go,” said Khalilah Cooper, Chick-fil-A’s vice president of brand strategy, advertising, and media.
The content on the app is designed to appeal to children under 12 and their parents, focusing on themes of generosity, friendship, creativity, and problem-solving. Chick-fil-A aims to mirror its in-restaurant hospitality in this digital space, extending its brand’s core values to users wherever they are.
Collaborative Content Creation
Most of the content was developed in collaboration with external partners under the direction of Chick-fil-A’s in-house team, though some materials were licensed. While specific production partners have not been disclosed, the company has hinted at more diverse content, including unscripted shows. In August, Deadline reported that Chick-fil-A had been working with production companies on projects like a family-friendly game show.
“We’re exploring a wide range of content, and we see each of these as potential opportunities to learn what resonates with our audience,” Britt added. “Our goal is to keep adding new and engaging elements to the app.”
A New Direction for The Chain
Chick-fil-A’s foray into entertainment reflects its broader strategy of brand expansion. The company, which has maintained its position as the third-largest U.S. restaurant chain by sales since 2019, aims to create a richer, more immersive experience for its customers. With revenue reaching $7.89 billion last year, Chick-fil-A is positioning itself not just as a restaurant, but as a comprehensive lifestyle brand that goes beyond food.
By launching Chick-fil-A Play, the company hopes to offer families new ways to connect and engage, all while reinforcing its reputation for hospitality and community.
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