facebook pixal
Marketing

Chick-fil-A is trying out meal kits

The company will launch Mealtime Kits at 150 locations in Atlanta next month.
Chick-fil-A

Chick-fil-A is trying something new: letting customers prepare their own food.

The Atlanta-based chicken chain will start testing its own meal kit brand, Mealtime Kits, at 150 locations in its home city starting Aug. 27, the company said Monday—making it the first major quick-service chain to dip a toe into the meal kit trend.

The non-subscription service features five meals with premeasured ingredients that customers can pick up in the drive thru-or at the front counter.

Chick-fil-A chef and Atlanta restaurateur Stuart Tracy helped develop five recipes using the same chicken the chain uses for its sandwiches. But the recipes are decidedly different than what you’d find in a typical Chick-fil-A restaurant: The five are Chicken Parmesan, Chicken Enchiladas, Dijon Chicken, Pan Roasted Chicken and Chicken Flatbread. Each kit serves two people and costs $15.89. They can be refrigerated at home for several days.

The company said that customer feedback from the test will help it decide whether to roll out the concept nationally.

Mealtime Kits will be available through Nov. 17. But customers nationwide can express their own interest in trying the kits by filling out a form on the company’s website.

“We know our guests are busier than ever and need a variety of convenient dinner options,” said Michael Patrick, an innovation program lead at Chick-fil-A who is leading the Mealtime Kits effort. “We designed our offering so our guests don’t have to order ahead, subscribe to a service or make an extra stop at the grocery store. They simply pick up a Mealtime Kit at one of our restaurants at their convenience.”

The test pits the 2,300-unit Chick-fil-A against the burgeoning meal kit business, including companies such as Blue Apron. which is struggling to keep customers who try their meal kits. Blue Apron’s revenue declined 20% in the first quarter.

Want breaking news at your fingertips?

Get today’s need-to-know restaurant industry intelligence. Sign up to receive texts from Restaurant Business on news and insights that matter to your brand.

Trending

More from our partners