Chick-fil-A Enters the World of Entertainment with New App
In a surprising move, Chick-fil-A is set to launch a new app that goes beyond food and into the realm of entertainment. The app, called Chick-fil-A Play, will feature original animated shows, scripted podcasts, games, recipes, and e-books aimed at families.
A Shift in Consumer Behavior
According to Khalilah Cooper, Chick-fil-A’s vice president of brand strategy, advertising and media, the company has noticed a shift in consumer behavior. More customers are using drive-thru lanes and ordering delivery, rather than spending time in the restaurant. In response, Chick-fil-A is creating a digital playground for families to enjoy, whether they’re in the restaurant or at home.
A Focus on Family-Friendly Content
The app’s content will focus on themes such as generosity, friendship, problem-solving, creativity, and entrepreneurship. Cooper explains that the goal is to create a platform that is both fun and educational for children, while also appealing to parents. The app’s content will be designed for children 12 years old and under, and will include a range of formats, including animated shows, podcasts, and interactive games.
Partnerships and Licensing
Chick-fil-A has partnered with outside production companies to create some of the app’s content, although the company has not disclosed the names of its partners. Some content has also been licensed from other sources. According to Dustin Britt, Chick-fil-A’s executive director of brand strategy, entertainment and media, the company is constantly exploring new opportunities for content and partnerships.
A Different Business Model
Unlike traditional media companies, Chick-fil-A’s goal is not to make money from subscriptions or advertising. Instead, the company hopes to use the app to drive sales of its food products. This approach is not new – brands have been using content to promote their products for decades. However, the rise of digital platforms has made it easier for companies like Chick-fil-A to create and distribute their own content.
Challenges and Opportunities
Creating engaging content that appeals to families is a challenge, but Chick-fil-A has the resources and flexibility to experiment and learn. As a family-owned company, Chick-fil-A is not beholden to shareholders who might push back against an expensive marketing endeavor. With its meteoric growth over the last decade, Chick-fil-A has the cash to invest in new initiatives like the Play app.
Conclusion
Chick-fil-A’s entry into the world of entertainment is a bold move that reflects the changing landscape of consumer behavior and marketing. While there are challenges ahead, the company’s focus on family-friendly content and its willingness to experiment and learn make it an interesting player to watch in the world of branded entertainment.
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