Reinventing Classics:
A Healthier Take on Chick-fil-A Favorites

Chick-fil-A has always had a fiercely loyal fan base, but as consumer preferences shifted toward healthier, more transparent food options, the brand faced a challenge—how to evolve a beloved menu without losing its appeal. Leading external communications, the team collaborated with the menu team, executive leadership, supply chain, and external stakeholders to strike the perfect balance: preserving fan favorites while introducing elevated, health-conscious options that positioned Chick-fil-A as the leader in modernized fast food.

Challenges

• Customers loved the food just the way it was—any menu change had to be carefully messaged.

• Consumers were demanding more transparency—fewer artificial dyes, better ingredients, and no antibiotics.

• Chick-fil-A’s limited menu meant every addition or removal had a huge impact—there was no room for error.

• Competitive pressure from fast-casual brands positioned as "clean eating" alternatives.

• Expanding into new, more health-conscious markets (like NYC, Seattle, and Toronto) required the brand to show up as more than just a traditional fast-food chain.

Strategy & Execution

1. No Antibiotics Ever (NAE) Commitment

• Pinpointed shifting consumer sentiment around antibiotics in meat and made the case for Chick-fil-A to take a leadership stance.

• Secured internal buy-in and developed a bold, industry-first communications strategy—framing Chick-fil-A’s NAE commitment as the biggest and most stringent in the industry at the time.

• Led the go-to-market plan, including all asset development, ensuring the messaging reinforced trust, brand leadership, and customer confidence.

2. Healthier Menu Innovation & Chef Partnerships

• Carefully introduced health-forward options without sacrificing Chick-fil-A’s signature flavors or fan-favorite status.

• Launched the Superfood Salad, replacing coleslaw—one of the most nostalgic menu items, but one with a low ROI. Knowing this could spark backlash, we flipped the script by publicly sharing the original coleslaw recipe on social media and with media outlets, turning a potential controversy into a positive PR moment.

• Partnered with celebrity chefs Ford Fry and Kevin Gillespie to create and share new, flavorful recipes, reinforcing Chick-fil-A’s positioning as elevated fast food—where high-quality ingredients and great taste weren’t mutually exclusive.

Results

• Industry Leadership: Chick-fil-A became the first major QSR to commit to No Antibiotics Ever, setting a new standard for the industry.

• Consumer Trust: Strengthened the brand’s health-conscious positioning without alienating die-hard fans.

• Menu Success: The Superfood Salad launch drove strong media coverage and customer engagement, proving that “healthier” could still mean delicious.

• Reputation Management: By proactively engaging fans and sharing the coleslaw recipe, we turned outrage into engagement—instead of feeling like something was taken away, customers felt like they got an exclusive behind-the-scenes look.

• Market Expansion Readiness: The balance of modern menu innovation and classic Chick-fil-A appeal paved the way for successful expansion into health-conscious markets like New York City, Seattle, and Toronto—helping overcome skepticism and driving record-breaking sales.

By carefully threading the needle between tradition and innovation, Chick-fil-A didn’t just add new menu items—it proved that fast food could evolve while keeping its soul. The result? A menu refresh that felt less like change and more like an upgrade.