From Reputation Rebuild to Creative Breakthrough:
Chick-fil-A’s
New York City Expansion

Breaking into the competitive New York City market required more than just opening doors—it demanded a transformation in brand perception. With low brand awareness and public skepticism toward both fast food and Chick-fil-A itself, the team leveraged data-driven insights and strategic storytelling to turn obstacles into opportunities.

Strategy & Execution

• Local Franchisee Positioning: Positioned franchise operator as the face of the brand to build trust through a series of owned assets and media interviews.

• Stakeholder Engagement: Conducted early outreach to local officials, businesses, and organizations.

• Media Relations: Secured positive coverage emphasizing fresh food, economic impact and community involvement - all informed by data insights from the market.

• Experiential Marketing: Executed activations, sampling events, and local partnerships to garner goodwill before the opening.

• Crisis Management: Developed a reputation framework to ensure consistent messaging.

Results

• High-impact media coverage driving increased brand awareness.

• Record-breaking opening day foot traffic with hour+ lines around the block.

• Strong community relationships, establishing a foundation for long-term success and continued market expansion.

By leveraging a strategic go-to-market strategy and positioning the local owner as the hero, Chick-fil-A successfully turned initial skepticism into enthusiasm, paving the way for long-term growth in a competitive urban market

Media Coverage

• CBS News: Chick-fil-A opening its largest outpost in NYC

• ABC7: People are seriously waiting 1 hour for a chicken sandwich

• Ad Age: Meet Oscar Fittipaldi, the Owner of NYC’s First Full-Service Chick-fil-A

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