Fast food…to prepare?
Chick-fil-A announced on Monday that it will test meal kits through mid-November. Kit options will include chicken flatbread, chicken parmesan, and chicken enchiladas with sides like kale and mac-and-cheese.
Meal kits have become increasingly popular with services like Blue Apron, where consumers can order ready-to-make ingredients for specific meals. Chick-fil-A is hoping to breach that market, and if it can do so effectively, it could open up Chick-fil-A’s menu.
Moreover, because Chick-fil-A is fast food, it can’t afford to make complicated dishes like chicken enchiladas – that would slow down business and take away the entire point of “fast” food. But if consumers make them on their own time, then it could bring business to Chick-fil-A while maintaining speed of service.
However, some critics don’t think it will last long. Restaurant analyst Aaron Allen believes that this is more of a publicity stunt and less of a directional change. The company is only testing this in Atlanta, and it would be tough to estimate how it would perform on a national scale.
The kits would cost roughly $16 and feed two people, so it doesn’t necessarily have the price appeal either. Nevertheless, it is revolutionary, as Chick-fil-A is the first fast food restaurant to unravel meal kits. Even if it doesn’t last for long, it will certainly draw a crowd for a time.
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