Why Chick-fil-A is getting into entertainment

Chick-fil-A yesterday announced it’s launching an entertainment app featuring a slate of original animated shows, scripted podcasts, games, recipes, and e-books aimed at families with children under 12. The app, named Chick-fil-A Play, is available for pre-download on all devices before it officially launches on November 18.

The chicken sandwich → entertainment app pipeline

Chick-fil-A was founded on the idea that customer experience comes first, former chief marketing executive Steve Robinson told Fast Company in an interview last year.

But in an era where customers are increasingly forgoing in-restaurant experiences for drive-thru lanes and delivery, the idea is for the app to be “an extension of our in-restaurant signature hospitality and generosity.”

Between the lines: The chicken chain’s customer research found a connection between consuming content and mealtimes. And since the Play app’s content is designed for kids 12-and-under, it gives Chick-fil-A a way to connect with young’uns without advertising directly to them, and in-the-process foster goodwill from parents.

Big picture: Ultimately, the company’s goal for the app isn’t to make money from subscriptions or ads – it’s to stay top of mind and get consumers to eat mor chikin. Since 2019, Chick-fil-A has been the third-biggest US restaurant chain by sales, trailing only Starbucks and McDonald’s (with many fewer locations than either). Revenue last year reached ~$7.9 billion.

🍽️📺 Elsewhere… Starbucks and Chuck E. Cheese are also working to pump out original content in a bid to stay top of mind and drive more sales.