Chick-fil-A Set to Trial Meal Kits in Atlanta
ATLANTA, GA - Consumers continue to look for convenience and fresh in their meal kits, a task not often easily met. As we’ve continued to report, competition in the meal kit game is serious. Just last week Chef’d abruptly shut down, whereas others, like Blue Apron and Plated, have either made deals with retailers to have kits sold in stores or been acquired, respectively.
The latest to throw its hat in the proverbial meal kit ring is none other than Chick-fil-A. According to Business Insider, the fast food chain is trialing a meal kit program—Mealtime Kits—at 150 restaurants in the Atlanta area. This move would make the chain the first fast food restaurant to offer a meal kit service. Once news broke of the restaurant’s decision to trail a meal kit program, Blue Apron’s shares dropped 2.57%.
Like traditional meal kits, Chick-fil-A’s varieties will include fresh, pre-measured ingredients. But these kits can be bought at the restaurant's drive-thrus, counters, or the company’s app.
"We designed our offering so our guests don't have to order ahead, subscribe to a service, or make an extra stop at the grocery store," Michael Patrick, an innovation program lead at Chick-fil-A, said in a statement. "They simply pick up a Mealtime Kit at their convenience—for example, when they're already at a Chick-fil-A restaurant grabbing a breakfast or lunch, or in the drive-thru on their way home."
The five meal kits offered include: chicken parmesan, chicken enchiladas, crispy Dijon chicken, pan-roasted chicken, and chicken flatbread. Each serves two people, costs $15.89, and is meant to take only 30 minutes to prepare.
The kits will be available only in the Atlanta area until mid-November, though it's possible Chick-fil-A may roll them out more widely in the future.
With Blue Apron's shares dropping after this announcement, what does this mean for the meal kit business? Will other fast food chains follow in Chick-fil-A’s footsteps? AndNowUKnow will continue to report.