Chick-Fil-A Getting Into the Meal Kit Business

The company is hoping that customers will pick up the meal kit while they're already in the restaurant, Michael Patrick, who works on innovation for Chick-fil-A, said in a statement.

Chick-fil-A is asking customers who don't live in Atlanta but are interested in the meal kit to reach out. But restaurant consultant Aaron Allen thinks it's unlikely Chick-fil-A will roll the kits out nationally.

Instead, he sees the effort as a publicity stunt.

By experimenting with a meal kit service, he said, Chick-fil-A is tapping into a trend.

He doesn't think it makes sense for Chick-fil-A, which is known for fast, friendly service and simple food, to bet on more complicated meals prepared at home.

Austin Wright, who works on strategy for the advertising agency Ansira, thinks the experiment is too much work to be just a marketing scheme.

"This is an attempt for them to increase the average ticket size," Wright said. "People can only buy so many chicken sandwiches."

The kits cost $15.89 and serve two people.

Chick-fil-A said it's the first quick-service restaurant to launch a meal kit service. But other big companies, like Walmart (WMT) and Kroger (KR), are testing out their own.

Blue Apron (APRN), the popular meal delivery service that went public last year, is struggling. Shares of the company are down about 21% this year.

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Chad & Leslye

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