Food Babe Investigates: Why Chick-fil-A? A fantastic article that breaks down chemicals etc and she interviewed 30 families as to 'why Chik Filet?' and interesting what she found. It's not the 'healthier option' over the other fast food chains.
19. This sounds horrible, but associating this brand as a place for all ages makes it less appealing to me. As a fast food consumer who looks to eat healthier but isn't religious about it, I am a target customer. However, the vibe from the advertising that originally attracted me is missing from a place that wants to be the family friendly place.
14. Not only did living down in the South expose me to a lot more of the funny billboards, the constant theme of taking on the burger chains head-on became much more apparent. Instead of just being random advertisements for chicken sandwiches, I saw them as a campaign. Chick-fil-A was positioning to not just be the funny fast food chain, they identified themselves by defining what they are NOT - which is a burger chain.
22. Building upon its sponsorship of baseball stadiums, Chick-fil-A has gone all in by becoming the named sponsor of a college football bowl game. While it definitely increases brand awareness, the theme of being small restaurants serving traditional southern chicken sandwiches clashes with the image of a corporation capable of branding a bowl game.
31. For a while, my brand journey with Chick-fil-A stagnated as my impression of the chain could be summed up as one that adopts a theme of classic southern food that shows a minor interest in providing offerings that appeal to a health conscious crowd (without actually being healthy).