Chick-fil-A, Stay in your Lane

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Chick-fil-A, Stay in your Lane

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I’m sure by now everyone has heard of the new addition to the Chick-fil-A menu…meal kits. If you haven’t, Chick-fil-A recently announced they were going to start preparing meal kits at participating Atlanta-area locations. My first reaction to this? Chick-fil-A, stay in your lane.

In the last year or so, brands like Hello Fresh and Blue Apron have come out with easy, DIY meals packaged for you to whip up at home in no time. They usually charge a weekly fee for the meals included to last you one week. Now these meal kits, I am here for. They cater to those on the lazier side (no judgment) who, rather than Pinterest a recipe and go get all of the ingredients, choose to skip the grocery store while still having the interest in cooking it themselves. Each meal feeds about two people, so this is a great option to invest in with your significant other.

However, something about Chick-fil-A’s meal kits just rubs me the wrong way. Don’t get me wrong, I love everything about this fast-food chain. My main concern though, is can they keep this up? And why now? Each time I visit the Athens- Beechwood location, the line for the drive through is spilling into the street and there’s not a parking spot in sight. Seems to me business is doing just fine…why introduce this new product line when you’re already excelling at what you do best? I’ll be interested to see how the popularity of these new mealtime kits plays out.

In the words of Kirby Smart, “Keep the main thing, the main thing” @CFA.


4 Comments

John Sanders

John Sanders

September 18, 2018at 2:49 pm

I feel ya. I’ve been really confused about these meal kits and why Chick-fil-a has all of a sudden decided they should get in on the business. I think it would make a lot more sense if they were offering frozen waffle fries or chicken sandwiches that could be heated up and taste like chick-fil-a food, but they are serving strange meals. I’m very confused at the reasoning behind this. I agree, stay in your lane, don’t try and fix it if it ain’t broke. I will not be purchasing.

Meng Zou

Meng Zou

September 18, 2018at 2:51 pm

Haha, I loved how you ended your post. I agree with where you are coming from. At first, I got really excited at the idea and then I actually thought about it and I wasn’t as excited. If I was going to get meal kits, I would not get it from Chick Fil A because I want to be eating healthy. When I think of Chick Fil A, I think about treating myself with fried food. I don’t want to consistently keep treating myself at home too because that’s not in my calorie budget.

Joseph Pokalsky

Joseph Pokalsky

September 18, 2018at 2:57 pm

You make a really great argument in this blog. I completely agree with you. Why is Chick-fil-A trying to pursue this market? It almost seems contradictory to its core. Although people sometimes do not view it as fast-food it absolutely is. These DIY kits that have recently become popular tend to emphasis healthiness and quality. Although Chick-fil-A is sometimes seen as “quality fast food” it is STILL fast food. Lets not forget that.

Sophie Turcotte

Sophie Turcotte

September 24, 2018at 8:01 pm

To be honest, I came into reading this post triggered. I worked at CFA for three years in high-school and I am a big fan all around. Also, when these meal kits released, so many people across all of my platforms seemed excited about it and have had nothing but good things to say. However, you make a good point and brought in a perspective I had not considered. There is really no need for them to tap into the Hello Fresh/Blue Apron market, it’s out of their league. Once they do break into this market, I think it will be overwhelming to maintain their fast food customers as well as their home cooking customers.

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