Chick-fil-A is dipping into the meal kit business.
The quick meals chain introduced on Monday that it’ll check a meal kit service from late August by means of mid-November.
Customers can choose up the kit at 150 collaborating places in Atlanta. The meals embody hen flatbread, crispy dijon hen, hen parmesan, hen enchiladas and pan-roasted hen. Chick-fil-A says the meals ought to take lower than 30 minutes to arrange.
“Restaurant chains are looking for creative ways to reach consumers outside of their restaurants,” mentioned R.J. Hottovy, a restaurant analyst for Morningstar. “Meal kits are an interesting solution.”
A meal kit may assist Chick-fil-A check attainable new menu gadgets, Hottovy mentioned. It may additionally enable Chick-fil-A to let prospects deal with extra sophisticated meals quite than mass-producing them in its eating places.
The meals embody sides similar to kale salad and macaroni and cheese.
Chick-fil-A “might not consider it efficient to cook those on demand because of the different pieces involved,” mentioned John Gordon, a restaurant analyst with Pacific Management Consulting Group. But throughout sluggish hours, Chick-fil-A staff may put together the meals for the kit, he mentioned.
The firm is hoping that prospects will choose up the meal kit whereas they’re already in the restaurant, Michael Patrick, who works on innovation for Chick-fil-A, mentioned in a press release.
Chick-fil-A is asking prospects who do not reside in Atlanta however are thinking about the meal kit to succeed in out. But restaurant advisor Aaron Allen thinks it is unlikely Chick-fil-A will roll the kits out nationally.
Instead, he sees the effort as a publicity stunt.
“It kind of feels a little bit like IHOB,” Allen mentioned, referring to IHOP’s temporary name change.
By experimenting with a meal kit service, he mentioned, Chick-fil-A is tapping into a pattern.
He would not suppose it is sensible for Chick-fil-A, which is recognized for quick, pleasant service and easy meals, to wager on extra sophisticated meals ready at residence.
Austin Wright, who works on technique for the promoting company Ansira, thinks the experiment is an excessive amount of work to be only a advertising scheme.
“This is an attempt for them to increase the average ticket size,” Wright mentioned. “People can only buy so many chicken sandwiches.”
The kits value $15.89 and serve two folks.
Chick-fil-A mentioned it is the first quick-service restaurant to launch a meal kit service. But different huge corporations, like Walmart ( and )Kroger (, are testing out their very own. )
Blue Apron (, the well-liked meal supply service that went public final yr, is struggling. Shares of the firm are down about 21% this yr. )
CNNMoney (New York) First revealed July 23, 2018: 5:59 PM ET