Chick-fil-A to pilot meal kit market test in ATL
The meal kit business isn’t easy, but that isn’t stopping new players from entering the market on a regular basis. The latest case in point is Chick-fil-A, which will begin testing its MealTime kits at 150 restaurants in the Atlanta area beginning on Aug. 27.
The chain’s pilot will feature recipes and pre-measured ingredients for five chicken entrees (you were expecting beef?) — Chicken Parmesan, Chicken Enchiladas, Dijon Chicken, Pan Roasted Chicken and Chicken Flatbread.
Kits, which sell for $15.89, may be ordered using the Chick-fil-A One app and/or picked up at the restaurant’s counters or drive-throughs.
“We know our guests are busier than ever and need a variety of convenient dinner options. We’re excited to offer Mealtime Kits as a new way for us to serve our guests by providing fresh ingredients to enjoy a delicious meal at home.” said Michael Patrick, an innovation program lead at Chick-fil-A, in a statement.
“We designed our offering so our guests don’t have to order ahead, subscribe to a service, or make an extra stop at the grocery store. They simply pick up a Mealtime Kit at one of our restaurants at their convenience — for example, when they’re already at a Chick-fil-A restaurant grabbing breakfast or lunch, or in the drive-thru on their way home,” said Mr. Patrick.
Chick-fil-A claims to be the first quick service restaurant in the U.S. to introduce its own meal kits. The decision on whether to roll the program out nationally will be determined based on customer feedback from the test in Atlanta.
While Chick-fil-A enters the market, many questions remain about the viability of meal kit businesses. Chef’d, a national meal kit company, suspended operations last week after burning through tens of millions of dollars invested by big food companies, including Campbell Soup and Smithfield Foods, as well as by venture capital firms. The company, as a Wall Street Journal article points out, was one of the first to sell its meal kits through grocery stores as well as online, but that was not enough to keep the business going.
- Chick-fil-A’s Hometown Customers Get First Opportunity to Try New Meal Kits Concept – Chick-fil-A
- Chick-fil-A’s Atlanta customers first to try new meal kits – Fox 5 Atlanta
DISCUSSION QUESTIONS: What do you think about the meal kit business, in general, and Chick-fil-A’s entry into it? Do you expect to see Chick-fil-A rolling out its MealTime kits nationally?