There’s a (very slight) chance that the next series you binge will be a Chick-fil-A original.
What happened: The fast food chain is launching an entertainment and streaming app next month called Chick-fil-A Play. It will feature an array of content including original series, podcasts, games, recipes, and ebooks — all meant to drive engagement with the brand.
- Chick-fil-A is the third-most-popular fast food chain in the U.S. and is aggressively pursuing northern expansion, aiming to open 20 stores across Canada by 2026.
Big picture: In keeping with Chick-fil-A’s Southern Baptist roots, content will be family-friendly and promote the company’s values, including a cooking show featuring its menu items and a podcast about a family stranded on a deserted island (don’t ask us what this has to do with chicken).
Why it matters: Ridiculous as it may seem, don’t be shocked if more brands take a crack at launching similar services. Brands are aware that you, the viewer, feel there are too many ads. And an effective way to get around this is to showcase products in the form of “content.”
Zoom out: Since last year, major companies including beer giant AB InBev, luxury leader LVMH, and Starbucks have all launched production wings to make original content.—QH