Chick-fil-A’s New App: A Foray into Content Creation
Chick-fil-A Launches Play App for Families with Children Under 12
Chick-fil-A, the third-largest U.S. restaurant chain by sales, is taking a significant step into the world of content creation with the launch of its new app, Chick-fil-A Play. The app, targeted at families with children under 12, will feature original animated shows, scripted podcasts, games, recipes, and e-books.
Why is Chick-fil-A Betting on Content?
The app is the result of research and conversations with customers, which revealed a connection between consuming content and mealtimes. "Our belief is, as we add value to their experience, then we’re giving them a reason to want to enjoy more Chick-fil-A with us," said Dustin Britt, Chick-fil-A’s Executive Director of Brand Strategy, Entertainment, and Media.
A Digital Playground for Families
The app is designed to be a digital playground for families, offering a range of content that aligns with themes like generosity, friendship, problem-solving, creativity, and entrepreneurship. The content was created with outside partners, with some licensed from other sources.
How Will Chick-fil-A Monetize the App?
Unlike traditional media players, Chick-fil-A is not looking to make money from subscriptions or advertisements. Instead, the company aims to sell more of its products, leveraging the app to drive more restaurant sales. "We’re exploring a variety of different types of content, and everything right now is a potential opportunity for us," says Britt.
What’s Next for Chick-fil-A’s Content Strategy?
The company plans to release new episodes of "Legends of Evergreen Hills" weekly through the holidays and will launch "Ice Lions" in 2024. Other content, including unscripted shows, is also in the works.
Restaurants as Media Brands
Brands like Chick-fil-A are looking to create content that appeals to their target audience. By doing so, they can create a loyal customer base and drive sales. "There’s a lot of content creation that happens from media houses for brands, and I think that brands want to tap into that because it feels more authentic. It feels more like content and not an ad," says Stephani Estes, Chief Media Officer for Goodway Group.
Frequently Asked Questions
Q: What is the target audience for Chick-fil-A’s Play app?
A: The app is targeted at families with children under 12.
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.
Q: Is Chick-fil-A looking to make money from the app?
A: No, the company is not looking to make money from subscriptions or advertisements. Instead, it aims to drive more restaurant sales.
Q: What’s next for Chick-fil-A’s content strategy?
A: The company plans to release new episodes of "Legends of Evergreen Hills" weekly through the holidays and will launch "Ice Lions" in 2024. Other content is also in the works.
