The Play App will feature original animated shows, podcasts, games, e-books, and more
Chick-fil-A isn't chickening out when it comes to jumping head-first into the entertainment world.
Today, the restaurant chain announced it will launch Chick-fil-A Play App on Nov. 18. The company describes it as a digital "playground" centered around four core themes: Listen, Play, Create, and Read.
The goal, said Dustin Britt, executive director of brand strategy for Chick-fil-A, is to provide families with more ways to make the most of the time they have together, regardless of when or where they happen to be -- especially when they gather to eat.
"As these pieces were coming to life, we saw a need for a digital space to deliver the entertainment and activities our guests were asking us for via a platform that a majority of families use and have access to," Britt told ADWEEK. "We started designing the app as a place where parents and kids could connect through the content, with everything on the app intentionally designed to be listened to, watched, and played together."
The Play App will feature original animated shows, original scripted podcasts, games, e-books and interactive stories, video-based recipes, and kid-friendly crafts.
The announcement comes two months after it was previously reported by Deadline that Chick-fil-A was developing a streaming service, although today's news confirms the brand is launching an app and not a standalone streaming platform. At the time, ADWEEK also reported on the news and spoke with experts in the industry about what an entertainment platform could look like for the fast food chain.
Chick-fil-A isn't the only non-entertainment brand that has delved into the entertainment space. Companies like Lyft, Airbnb, and Anheuser-Busch have all experimented with releasing their content or series to reach customers in different ways.
Britt said that user responses and a desire for more family-friendly content are what drove the brand to launch the app this year.
In 2019, Chick-fil-A launched a two-minute animated short called The Stories of Evergreen Hills, according to Britt, they were surprised by the positive feedback from viewers. Britt said the video series grew each year since then and became a holiday tradition. The Spark Tree, which was last year's short film, was viewed over 141 million times on the brand's official YouTube channel.
"We know the holiday season is also when families spend even more time together," Britt said. "The app is full of content designed to be shared both on-screen and off-screen, meaning that families can enjoy and experience the content whether they are enjoying a meal at home, on the road traveling, visiting friends or anywhere in-between."
Britt said the company has been actively developing the app for more than two years. Many teams -- including both their in-house teams and external partners -- have been involved in creating and testing with kids along the way.
"As parents ourselves, we heard -- and understood -- the need for more accessible family-friendly content that they can enjoy together with their kids," Britt said. "This became the filter for every show, book, and game created for the app, offering families a new way to connect with each other through co-viewing, co-listening, and co-playing."
Chick-fil-A doesn't have plans to partner with any brands right now. It will market the app through social media channels, in-restaurant promotion, and local activations. Content will also be promoted more broadly across other marketing channels including on social accounts and TV throughout the upcoming holiday season.
"What we've seen over the years is that content and games are often adjacent to mealtimes -- a natural time for families to watch and enjoy shows and games together -- but family 'mealtimes' look more different now than ever, with less time to connect and make memories as a family," Britt said. "We hope the app provides them with more ways to make the most of the time they do have together, regardless of when or where they happen to be."