Chick-fil-A’s Foray into Content Creation: A New Digital Playground for Families
Chick-fil-A to Launch New App with Original Shows, Podcasts, and Games for Families
Chick-fil-A is set to launch a new app on November 18, featuring a slate of original animated shows, scripted podcasts, games, recipes, and e-books aimed at families. The app is an extension of the company’s efforts to expand beyond food, following years of research and conversations with customers.
Why is Chick-fil-A Betting on Content?
According to Dustin Britt, Chick-fil-A’s executive director of brand strategy, entertainment, and media, the company has found a connection between consuming content and mealtimes. This has led them to create an app that adds value to customers’ experiences and encourages them to visit the restaurants more frequently.
A New Business Model for Brands
Chick-fil-A’s move into content creation is part of a growing trend among brands like Starbucks and Chuck E. Cheese, which are looking to create original content to promote their products and engage with customers. This approach is different from traditional media companies, which aim to generate revenue through subscription-based models or advertising.
The Calculus of Content Creation
As experts note, creating content is expensive, and attracting viewers is challenging due to the abundance of options on streaming services. However, brands like Chick-fil-A can use content to drive sales of their own products, making it a more feasible and profitable venture.
Restaurants as Media Brands
Chick-fil-A’s app is designed to be a digital playground for the entire family, featuring content that promotes values like generosity, friendship, and entrepreneurship. The app will also feature a news feed with recipes, e-books, and games.
Frequently Asked Questions
Q: What is the purpose of Chick-fil-A’s new app?
A: The app aims to add value to customers’ experiences and encourage them to visit the restaurants more frequently.
Q: What kind of content will be available on the app?
A: The app will feature original animated shows, scripted podcasts, games, recipes, and e-books aimed at families.
Q: How does Chick-fil-A plan to monetize the app?
A: The company will sell branded merchandise and offer premium content for a fee, likely through in-app purchases.
Q: What is the target audience for the app?
A: The app is designed for families with children aged 12 and under and their parents.
By expanding into content creation, Chick-fil-A is poised to build a strong connection with its customers and drive more sales for its restaurants. The app’s success will depend on its ability to attract and retain users, but with its resourceful approach, Chick-fil-A may have a recipe for success in the competitive world of digital content.
