Chick fil-A, purveyor of the most popular fast-food chicken sandwich in the nation, doesn’t rest on its laurels. Last year the chain released a cookbook whose recipes were culled from missions, homeless shelters, and concerned Americans bent on feeding the hungry and eliminating food waste.
Last Friday, the chain entered the family entertainment space with an app hailed by the company as “the ultimate digital playground.”
In an interview with AdWeek, Dustin Britt, executive director of brand strategy for Chick-fil-A, talked about the app’s genesis, explaining, “[W]e saw a need for a digital space to deliver the entertainment and activities our guests were asking us for via a platform that a majority of families use and have access to. We started designing the app as a place where parents and kids could connect through the content, with everything on the app intentionally designed to be listened to, watched, and played together.”
The timing of the app’s release — with the winter holidays weeks away — is no accident. Says Britt, “We know the holiday season is also when families spend even more time together. The app is full of content designed to be shared both on-screen and off-screen, meaning that families can enjoy and experience the content whether they are enjoying a meal at home, on the road traveling, visiting friends or anywhere in-between.”
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