In case you haven’t heard the news, Chick-fil-A has managed to become the No. 1 most downloaded free app on iTunes, not only by announcing the introduction of the new technology last Wednesday, but also by enticing downloads with an offer for a free chicken sandwich for everyone who downloads the app by the end of June.
More than 1 million people have already jumped on board with the app, which launched the same day as the new KFC mobile app. KFC did not include a free offer with its introduction. Nor did it commission a survey — whose results Chick-fil-A also released last Wednesday — finding that most millennials would “do almost anything” to avoid waiting in line at a drive-thru with kids in the car.
Though it’s impossible to tell what is driving the popularity of Chick-fil-A’s app, it’s clear that they’ve hit on the right combination of marketing, technology and research to score a big win with their customers. Also, the chain prides itself on a commitment to its founders’ Christian family values, and tends to have a particularly committed following among millennial families, one of the largest generational segments this country has ever seen.
Chick-fil-A also emphasizes the healthful nature of its menu items, including antibiotic-free chicken and other choices that demonstrate a commitment to sustainable agriculture and safe, responsible suppliers. As research bears out, chains are increasingly compelled to practice such policies in order to gain and retain customers.
Other QSR brands such as KFC, McDonalds and Burger King have launched apps without reaching the No. 1 spot iTunes, which might mean that Chick-fil-A is emerging as the QSR with the right recipe for success in the sector. This despite a continued boycott resulting from anti-gay marriage comments made in 2012 by Chief Operating Officer Dan T. Cathy, son of founder S. Truett Cathy.
- Subway giving customers, franchisees ‘more of what they want’ - October 19, 2018
- Golden Arches spending big on ICX tech remodel - August 16, 2018
- Taco Bell adds 125 NYC Cantina, urban in-line restaurants by 2022 - August 7, 2018
- Keys to the blockchain for QSRs - August 2, 2018
- Coca-Cola exec talks tapping into customers of all ages - May 30, 2018
- KFC’s main marketing mastermind headlines Restaurant Franchising and Innovation Summit - November 28, 2017
- Fast casual CEOs predict industry changes, trends - November 7, 2017
- Millennials tell restaurants: More big discounts, less small talk - November 1, 2017
- Fast casual summit keynote: 5 seconds to leading amid change - October 25, 2017
- Fazoli’s ‘Comeback Kid’ shares turnaround story at London franchising summit - August 23, 2017