The beloved chain has taken a big step toward taking on McDonald’s and other fast-food giants.
Chick-fil-A has built its brand around its famous chicken sandwich. Unlike many of its rivals, it does not have an expansive menu.
“In 1995, the phrase “Eat Mor Chikin” first appeared on a billboard in Atlanta, Ga. Painted by a pair of mischievous cows, the phrase kicked off one of the most recognized advertising campaigns in Chick-fil-A history,” the company shared on its website. “Fast forward to today, the boisterous bovines are still at it – finding creative ways to encourage humans to put down their burgers and pick up chicken instead.
By making chicken its sole focus, Chick-fil-A has the sort of implied expertise that chains that have added chicken after-the-fact will never achieve. By adding a hamburger, the chain could become more competitive, especially with families where one member may not want chicken, but it also risks making its business less special.
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