QSR Wants Something For Everyone In The Car

Jun 02, 2004
George Anderson

By George Anderson

The quick service restaurant chain, Chick-fil-A, has made its business selling fried-chicken sandwiches.

That may not be about to change, but the chain does intend to follow other fast food competitors by offering consumers healthier menu options, such as the company’s new low-fat
grilled chicken sandwiches.

Woody Faulk, vice president of brand development, Chick-fil-A, told the Associated Press, “We don’t want to reinvent our brand and try to be something different. We’re
not going to try to become the health brand or … the all-fried brand. We want to have everybody in the car be able to have something they can eat.”

The chain has also added fresh fruit cups to its menu. Customers have the option of replacing fries with a fruit cup in a Chick-fil-A combo meal for 40 cents more. A regular-sized
fruit cup sells for $1.85 and a large for $2.85.

Moderator’s Comment: Will healthier alternatives become standard fare on fast food menus? What are your thoughts on
Chick-fil-A following the lead of others, such as McDonald’s, in offering customers healthier menu options?

Here we are with another public admission that we were wrong on something.

When McDonald’s introduced its premium salads, our first thought was the chain was going off message. As it turns out, however, we’ve actually been going
to McD’s more often in recent months than we had in the past. Instead of everyone in the car ordering burgers and fries at the drive-thru, we’re now asking for chicken breast
strips and Fiesta Salads.

What Chick-fil-A does, it usually does quite well. We’ll give the folks there the benefit of any doubts we have on this one.
George Anderson – Moderator

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