Chick-fil-A is deepening its footprint in family entertainment, today announcing a new app called Chick-fil-A Play, which is designed for parents and kids to connect through games, podcasts, an animated series, e-books, and more. The free Play app launches Nov. 18 and features content meant to be shared among families both digitally and in person.
In August, rumors swirled that the chain was jumping into a new streaming service, and it turns out this comprehensive app is what the chain has been working on. The idea has been in motion for more than two years with various teams involved, both internal and external, working on everything from content and design through production. According to Chick-fil-A’s executive director of brand strategy Dustin Britt, the app was created because of consumer feedback and shifting consumer behaviors.
“We’re constantly listening to our guests to better serve and anticipate their needs, looking for ways to make their lives easier and add value to their experience both inside and outside of our restaurants,” he said. “The way (families) interact with and experience our brand is changing. We want to recreate the same fun, meaningful family experience they receive inside our restaurants, and extend it in a way that is accessible and enjoyable for everyone.”
About those changing interactions – Chick-fil-A’s digital sales were nearing 50% in some locations at the end of last year, which has inspired the company to accelerate “Mobile Thru” order pickup lanes throughout its system. Britt said the company strives to deliver its signature hospitality to both those off-premises customers and its traditional dine-in customers. Doing so by expanding its entertainment presence requires an (undisclosed) investment, but Britt said it is one that adds value to customers’ experience, which is where the company expects to get a return.
“We consider this an investment in our overall guest experience, and one which we believe is ultimately delivering more value to our family audience,” Britt said.
Content in the app includes original entertainment and curated pieces from external production companies. Chick-fil-A plans to expand and develop content based on how customers are engaging with the app once it launches.
“We intentionally included a wide variety of formats, from the animated series and podcasts, to crafts, recipes, books, games and more, so that we’re able to see what resonates the most with kids and families. That will help dictate a lot of future content, both from a frequency and topic standpoint,” Britt said.
Initially, the app includes:
- Original animated shows set in Evergreen Hills or featuring the chain’s signature cows
- Original scripted kid-friendly podcasts
- Games, jokes, and conversation starters
- Video-based recipes and crafts
- E-books and interactive stories
“What we’ve seen over the years is that content and games are often adjacent to mealtimes, but that family ‘mealtimes’ look more different now than ever before,” Britt said. “As parents ourselves, we heard – and understood – the need for more accessible family-friendly content that they can enjoy together with their kids. This became the filter for every show, book, and game created for the app, offering families a new way to connect with each other through co-viewing, co-listening and co-playing.”
The company intentionally designed each piece of content to be shared, Britt added. For example, shows are viewed in landscape format and can be cast to a TV or tablet for families to gather around and watch together. The video-based recipe series, Recipe Remix, is what he calls “an interactive series that families can follow along with and make together, in the kitchen,” while the e-books include questions that encourage conversation.
Notably, this isn’t Chick-fil-A’s first foray into family entertainment. The company’s animated cow shorts and games, as well as its “The Stories of Evergreen Hills,” have been around for years. Late last year, it launched pennycake, a brand featuring board games, puzzles and activities aimed at promoting family playtime. Pennycake was created by a group of parents who work for Chick-fil-A after they discovered a study showing that American families spend only about 37 minutes of quality time together on any given weekday. Chick-fil-A Play combines all of these efforts into one place.
“We’re excited to introduce a digital experience with content that is safe, trusted, and engaging for the whole family. But more importantly, creating an experience that facilitates connection. We’re not looking for heads-down, solo screen scrolling; everything on the Chick-fil-A Play App is designed to encourage more talking, laughing, and playing together,” Britt said. “Offering entertainment that can be enjoyed both online and in-person creates more opportunities for families to spend time together, in a way that’s relatable and accessible for everyone.”
Customers can pre-download the free Chick-fil-A Play app starting today.
Check out the trailer from Legends of Evergreen Hills, featured on the Play app:
Contact Alicia Kelso at [email protected]
