The limited-time retro packaging will emphasize Chick-fil-A’s heritage, the company said.
Source: Chick-fil-A
To celebrate Chick-fil-A’s 80th anniversary, the chicken chain is going all out with retro packaging, collectible cups, themed merchandise and even a chance to win free food for a year.
The chain’s anniversary comes as the restaurant industry struggles with declining customer traffic. To win back customers, many restaurants are turning to deals, big promotions, and bigger marketing budgets.
As a privately held company, Chick-fil-A does not disclose quarterly financial results, but the company’s system sales growth rate slowed to 5.4% in 2024, marking the first time in more than a decade that sales growth was below double digits, according to the franchise’s disclosure documents.
While Chick-fil-A has stayed away from the so-called value wars that other restaurants are competing against, the anniversary gives the chain an opportunity to drive more customers to its restaurants. The yearlong marketing campaign begins Monday and is Chick-fil-A’s biggest promotional effort to date. Kalila Cooper, Chick-fil-A’s vice president of brand strategy, advertising and media, told CNBC that the new ad will spotlight the anniversary in both national TV spots and social media.
The centerpiece of the campaign is what the company calls “Newstalgia,” a word coined from the words “new” and nostalgia. ”
“We’ve been looking at this as a way to celebrate our heritage with customers who have been with us for probably decades, maybe even 80 years, or who have been here for eight days or have never tried Chick-fil-A before,” Cooper said.
First, Chick-fil-A is rolling out four retro collectible cup designs every few weeks that are inspired by the company’s archives and the shape of its 32-ounce cup. The chain sells the cups at restaurants nationwide for $3.99.
Additionally, Chick-fil-A has come up with its own riff on Willy Wonka’s famous golden ticket, the Golden Fun Cup. The 3,000 customers who purchase a Collector’s Cup and receive a Golden Fun Cup will receive free Chick-fil-A for a year.
The chain will also be giving its iconic chicken sandwich vintage-inspired packaging for a limited time.
Chick-fil-A plans to sell themed merchandise through its website later this year. Customers visiting the restaurant can also purchase a stuffed cow with a limited edition design.
Also, as part of the campaign, Chick-fil-A will permanently add frosted sodas and floats to its menu starting Monday. Cooper said customers can also expect to see more limited-time menu items throughout the year than Chick-fil-A typically offers.
At Friday’s Chick-fil-A Peach Bowl, when the Oregon Ducks take on the Indiana Hoosiers in the College Football Playoff semifinals, attention to New Stalgia will again be at the forefront.
Chick-fil-A’s roots date back to 1946, when S. Truett Cathy and his brother opened a restaurant called The Dwarf Grill in Hapeville, Georgia, a suburb of Atlanta. More than 20 years later, Kathy opened the first Chick-fil-A location serving her trademark chicken sandwich. The business remains family-run, with Kathy’s grandson Andrew serving as CEO.
The privately held chain’s system sales will reach $22.74 billion in 2024, making it the third largest restaurant chain in the U.S. behind McDonald’s and Starbucks. Over the past decade, Chick-fil-A has expanded far beyond its Southeastern footprint, opening locations across the United States and planning international expansion into the United Kingdom and Singapore.
