Chicken Franchise Will Consider Nationwide Rollout Based on Feedback
The popularity of meal kits such as Blue Apron and Plated have already caught the attention of major retailers such as Amazon and some grocery brands, and consumers could soon see them showing up at the drive-thru window.
Last week, Chick-fil-A announced it would begin testing Mealtime Kits at 150 Atlanta-area restaurants beginning Aug. 27, making it the first quick-service restaurant to enter that market. Like other meal kits, Chick-fil-A’s take will use pre-measured ingredients to make it easy for customers to cook their own chicken meals at home. The biggest difference will be how home cooks receive their meals. Instead of having to wait for a weekly package delivery, Chick-fil-A customers will be able to pick up their meal kits from the drive-thru at their nearest franchise location.
The meal kits will be available to Atlanta-area customers through Nov. 17 but the company could roll the concept out nationwide depending on the trail’s success and customer feedback. During the test period, restaurants will offer two of five recipes at a given time: chicken parmesan, chicken enchiladas, Dijon chicken, pan roasted chicken, and chicken flatbread. Kits will cost $15.80 and will serve two people.
“We know our guests are busier than ever and need a variety of convenient dinner options,” said Michael Patrick, the innovation program lead who is leading the Mealtime Kits effort. “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. They simply pick up a Mealtime Kit at one of our restaurants at their convenience.”
A recent NPD study, “Future of Dinner,” reported that modern conveniences such as meal prep kits have contributed to the increase in consumers eating meals at home.