Thursday, September 23, 2021

Chick-fil-A’s Organic Virtual Growth Vehicle


Have you heard about Chick-fil-A’s new delivery only virtual kitchen? They call it the ‘Little Blue Menu, when it is in fact is an organic virtual kitchen according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Success does leave clues and Chick-fil-A has picked up many.

Once again regular readers of this blog have been following the success and trial of meals, meal kits, and meal component sales for quite some time. The team at Foodservice Solutions®  time tested marketing template Build, Measure, Learn, Repeat; has clearly been used to help evolve the menu for the “little Blue Menu”.

So, the Little Blue Menu will encompass three restaurant concepts with hundreds of items.  The new menu details for its delivery-only brand, Little Blue Menu. This is no little trial, rather a big test that can elevate customer relevance across the country.

Chick-fil-A has developed three delivery-only brands that will be piloted at one Nashville location starting this fall under the “Little Blue Menu” umbrella – named for the actual little blue menu at founder S. Truett Cathy’s first restaurant, Happeville Dwarf House.

The three virtual brands are called Flock & Farm, Garden Day, and Outfox Wings. They will all have their own unique flavors. These profiles can be placed around the country in regions with the most ‘flavor’ relevance.

L.J. Yankosky, senior director of the beyond the restaurant team, stated, “The flavor profiles are fantastic,” “The culinary team that developed the virtual restaurants is world-class, and the ingenuity they harnessed for each menu does not disappoint.”

How does this sound? For starters, there will be roasted chicken at Flock & Farm and, according to a Chick-fil-A release “a thick-cut pork belly BLT, garden-fresh salad, crispy Chick-fil-A Waffle Potato Fries®, and bone-in wings” all available in a single order.

“There are so many great menu options to choose from, but I’m particularly excited about the delicious oven-roasted chicken from Flock & Farm,” Yankosky added in the release. “The restaurant features marinades made fresh in-house, which were perfected by [senior culinary lead developer Stuart Tracy] and his team.”

Each location of Little Blue Menu will be a standalone and not operate out of existing Chick-fil-A units. The second location is set to open in Atlanta in 2022.

“Delivery is here to stay,” said John Moore, one of the three Chick-fil-A franchise operators who will oversee the Little Blue Menu delivery kitchen in Nashville, in a statement. “Now more than ever, customers want a variety of options delivered quickly, right to their doorstep.”

The Little Blue Menu location in Nashville will be located on Church Street between 16th and 17th street and have a 10-minute delivery radius

Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter


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