Chick-fil-A wants Americans to “eat mor chikin,” and they have a new product offering designed to do just that. The fast-food chain is the first of its kind to enter the $5 billion meal kit market with ready-to-cook dinners.
Starting in late August this year, chicken lovers in the Atlanta area will be able to swing by one of 150 Chick-fil-A locations rolling out their first round of meal kits. The kits, which are designed to make cooking at home as effortless as possible, contain all the pre-measured and pre-packaged ingredients you’ll need to whip up a delicious home cooked meal in about half an hour.
During the initial trial run in Atlanta, the first options will be chicken parmesan and chicken enchilada meal kits, but will quickly expand to include five different meals. Chick-fil-A hopes to fill a void in the meal kit industry by increasing convenience even further and pushing prices down.
Instead of signing up for a subscription and paying a monthly fee before waiting for your meals to be delivered to you (hopefully, on time), customers can simply stop by or drive-thru any Chick-fil-A location and pick up one of the meal-for-two kits for $15.89. Traditional meal kit subscriptions typically work out to about $10 a serving, so the price reduction is a good reason for those who’ve never used a meal kit service before to try it out.
While meal kits are a relatively new disruptive force in the food industry, they have been growing like wildfire in popularity, especially among those earning over $70,000 and millennials. Industry revenue is on pace to grow from $1 billion in 2015 to over $10 billion by 2020.
Popular early adopters like Blue Apron have been leading the pack, but new entrants like Amazon and Walmart are shaking up the market with more reliable delivery infrastructure and lower prices. Others, like Terra’s Kitchen, are experimenting with reusable packaging in order to cut back on the copious amount of waste created by all the individual packaging, much of which cannot be recycled.
Whether consumers will trust a fast food chain with their home cooked meals remains to be seen, but Chick-fil-A’s superb reputation for high-quality service and delicious food will hopefully help push their customers in the right direction. No word on what the baby girl born in the Chick-fil-A bathroom, who was promised a first job and Chick-fil-A for life, has to say about these new plans, but I’m sure she’s excited to be able to enjoy her default favorite restaurant in the comfort of her own home in the future.