Popular fast-food chain to test the meal-kit market
The meal-kit market has a new competitor.
In a first for a major fast-food chain, Chick-fil-A will launch its own line of meal kits. The line, called Mealtime Kits, will be tested at 150 of the company’s locations across the Atlanta area, beginning Aug. 27. The limited-time test offer will be available until Nov. 17. (Customers outside the Atlanta area can express their interest in trying the kits by filling out an online form.).
Customers will be able to order the kits, which contain pre-measured fresh ingredients, via Chick-fil-A’s One App. The kits can be picked up at the restaurant’s the drive-thru or the front counter. The company said customer feedback from the pilot will help it decide whether to roll out the concept nationwide.
During the test period, Chick-fil-A will rotate five meal kit recipes, each one built around the brand’s signature chicken. The restaurants will offer two recipes at a given time. Each Mealtime Kit serves two people, and costs $15.89.
“We’re excited to offer Mealtime Kits as a new way for us to serve our guests by providing fresh ingredients to enjoy a delicious meal at home.” said Michael Patrick, an innovation program lead at Chick-fil-A who is leading the Mealtime Kits effort. “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. They simply pick up a Mealtime Kit at one of our restaurants at their convenience.”
Chick-fil-A’s decision to test the meal-kit market comes amid increased competition among the major players and as supermarkets look to gain more of the action. In June, Kroger finalized its acquisition of Home Chef, while HelloFresh announced plans to sell kits at Stop & Shop and Ahold Delhaize’s Giant Food supermarkets. Walmart is also in the market, with its own-line of meal kits.