Chick-fil-A is releasing its own entertainment app, with family-friendly shows and podcasts

Chicken sandwiches, waffle fries, milkshakes — and now TV shows and podcasts?

Chick-fil-A plans to launch a new app on Nov. 18, with a slate of original animated shows, scripted podcasts, games, recipes and e-books aimed at families.

While it’s an unusual move for a restaurant company to wade into the crowded media world, Chick-fil-A has been expanding outside of food for years already — with the ultimate goal of directing more people to its over 3,000 restaurants. Since 2019, Chick-fil-A has held the spot of the third-biggest U.S. restaurant chain by sales, trailing only Starbucks and McDonald’s, with many fewer locations than either. Last year, its revenue reached $7.89 billion, according to franchisee disclosure documents.

As it tries to drive more restaurant sales, the company has sold branded merchandise, like a sleeping bag that resembles its chicken sandwich’s packaging, and created a spinoff brand called Pennycake, which offers family-friendly games and puzzles. And for the last five years, it’s released animated shorts on YouTube during the holiday season as part of its “Stories of Evergreen Hills” series.

“We’ve been paying attention to some research and conversations we’ve had with families that are our customers, and insights bubbled up that content and games are both adjacent to mealtime,” said Dustin Britt, Chick-fil-A’s executive director of brand strategy, entertainment and media.

“Our belief is, as we add value to their experience, then we’re giving them a reason to want to enjoy more Chick-fil-A with us,” he added.

A preview of the app viewed by CNBC included the first 22-minute episode of “Legends of Evergreen Hills,” which continues protagonist Sam’s adventures in the fantasy world of Evergreen Hills; the first installment of “Hidden Island,” a scripted podcast about a family that shipwrecks on a deserted island; and a step-by-step cooking tutorial that uses a Chick-fil-A milkshake as a key ingredient.

Customers can pre-download the free Chick-fil-A Play app for their iPhones, iPads and Android devices ahead of the launch next month.

Why Chick-fil-A is betting on content

Chick-fil-A decided to create the app following years of discussions with customers and as consumer behavior shifts away from prolonged visits to its restaurants.

While many of Chick-fil-A’s customers still enjoy its in-restaurant playgrounds, more of its customers are now using its drive-thru lanes and ordering delivery, according to Khalilah Cooper, Chick-fil-A’s vice president of brand strategy, advertising and media. Rival McDonald’s has slowly been erasing its PlayPlaces, a change likely resulting from fewer children using the playgrounds, concerns about health and safety, and a shift away from marketing to children.

“We’re looking at this app as a way to have a digital playground for the entire family to enjoy, whether they’re in our restaurants, in the drive-thru, driving to soccer practice or even relaxing at home,” Cooper told CNBC. “We want it to be an extension of our in-restaurant signature hospitality and generosity.”

The content on the app focuses on themes like generosity, friendship, problem-solving, creativity and entrepreneurship, according to Cooper. Chick-fil-A designed the app’s content to appeal to children 12 years old and under and their parents.

After the initial launch, new episodes of “Legends of Evergreen Hills” will release weekly through the holidays; “Hidden Island” will follow a similar drop schedule. Next year, the Play app will launch “Ice Lions,” another scripted audio series based on the true story of Kenyan teenagers who want to form the country’s first ice hockey team.

Most of the content that will be available on the app was created with outside partners led by Chick-fil-A’s internal team, but some of it was licensed. The company didn’t disclose the names of its external partners.

“We’re constantly thinking about what additional elements we can add into the app over time,” Cooper said.

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