Eating Chick-fil-A, Made In Your Mom's Kitchen
July 31, 2018
(Industry Intelligence Inc.)
– When I was a kid, I distinctly remember having an argument with my mom regarding dinner. Specifically, I wanted McDonald’s for dinner but my mom refused, saying that dinner that evening was going to be a home-cooked meal.
“But I want a Big Mac!” I cried.
“Sorry,” she said, “but that’s not happening. I’m making something at home.”
I thought about that for a second and then replied:
“Well, can’t you make a Big Mac at home?”
I didn’t get a Big Mac, from McDonald’s or from my mom’s kitchen, that evening (we had baked chicken and corn, if memory serves). But I do remember going to bed that night thinking how great it would be if you were able to make Big Macs at home. That way, according to my young brain, one could have Big Macs every day!
This recollection came to me recently when I came across the news that Chick-fil-A would begin selling mealtime kits at 150 different restaurants in the greater Atlanta area from late August through mid-November, becoming the first fast-food chain to sell such a product. The meal kits like the ones you would get from Home Chef or Blue Apron, come with a list of pre-measured ingredients so people can cook Chick-fil-A meals in their own homes.
Chick-fil-A will kick off the new product with five specific meals, including chicken parmesan, chicken enchiladas, crispy Dijon chicken, pan-roasted chicken and chicken flatbread. Each will cost $15.89.
"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," Michael Patrick, an innovation program leader at Chick-fil-A, said in a statement. "They simply pick up a Mealtime Kit at their convenience — for example, when they're already at a Chick-fil-A restaurant grabbing a breakfast or lunch, or in the drive-thru on their way home."
The new launch comes at a perfect time, as meal kits are arguably the hottest thing right now in food and beverage, and that—coupled with Chick-fil-A’s name recognition—should result in a pretty successful launch, one that will cause the company to expand the product beyond Atlanta.
But just as importantly: For a little boy who loved fast food and yearned for the day when such food could be made at home, a dream has come true.
Fast food has come home to Mom’s kitchen.
Nevin Barich is the Food and Beverage Analyst for Industry Intelligence, which can help YOU better address your own industry challenges. We invite you to come take a look at our service. Call us today at 310-553-0008 and we’ll schedule you for a 15-minute demo.