Chick-fil-A: Chick-fil-A App

 
Campaign Summary

The Chick-fil-A app goes beyond transactions and features. It began with a vision of providing meaningful moments that would help customers feel personally cared for. To do this, Chick-fil-A focused on convenience and personalization. Mobile is virtually unmatched when it comes to delivering on those two benefits. For the quick services industry today, convenience means mobile ordering, mobile pay, no waiting in line, and less time spent waiting for food. What sets Chick-fil-A’s mobile app apart is the unparalleled personalized guest experience.

Strategy

Objective and Context:

Chick-fil-A redesigned its app with a beautiful new interface, customizable by franchise. The goal was for the app to serve as an extension of the local restaurant for consumers, making them feel cared for through a remarkable experience.

Target Audience:

Chick-fil-A customers identified much more closely with their local store than they did with the overarching Chick-fil-A brand. Since customers feel more of an affinity to their local Chick-fil-A than they do to the brand or corporate office, that can make a huge difference in the features that go into the app. This is why the app allows individual store operators to update the app and customize it for their location through videos and promotions that their local guests will appreciate.

Creative Strategy:

The Chick-fil-A mobile solution was developed to serve the loyal customer base with convenient features like mobile ordering and mobile payment. The app greets the user and displays the time of day with real-time visuals. While there are utilities on the main screen (promotions, information, etc.), there are also videos and pictures from local restaurant events. All these elements come together to create a personalized storyline that connects with the customer. The app also features a mobile payment mechanism.

Execution

Overall Campaign Execution:

The Chick-fil-A app puts control in guests’ hands. Guests save time with mobile order and mobile pay. People with special diets can pinpoint the right items. A new “A List” club goes beyond simply offering rewards points and tells guests about events at their local Chick-fil-A. Video messages from local store employees welcome guests when they order, and tell them about their store’s involvement in the local community. The Chick-fil-A App will prompt you to “check in” when you arrive at the restaurant. Chick-fil-A will prepare your order upon check-in, so it will be hot and fresh every time. This functionality is now available in more than 130 restaurants across the chain, with more added throughout 2015.

The new function allows users nationwide to purchase their meals just by scanning their phones at the register, thus avoiding the hassle of having to fumble for cash or cards. Patrons register for an account before entering a debit or credit card number, which allows the restaurant to charge them through their device. Customers can now use the app to place and pay for a customized order before getting to the restaurant, allowing for faster in-and-out times. The feature also allows users to save their favorite orders, select their pick-up method (walk-in or curbside), and select from three payment methods — a saved credit card, a saved debit card, or funds uploaded to their customer account.

Results (including context, evaluation, and market impact)

The Chick-fil-A app successfully brought their unique in-store experience to mobile with an app that makes finding, ordering, and paying for meals easier.


Categories: | Industries: | Objectives: Mobile App | Awards: Finalist