Chick-fil-A has initiated a year-long marketing campaign to commemorate its 80th anniversary. The campaign, which commenced on Monday, incorporates retro-themed packaging, collectible cups, branded merchandise, and a sweepstakes.
Campaign Elements
The promotional activities include:
- Collectible Cups: Four retro-inspired collectible cup designs, referencing company archives and the 32-ounce cup shape, will be released periodically. These cups are available for $3.99 nationwide.
- Golden Fan Cup: Three thousand customers who purchase a collectible cup and receive a "Golden Fan Cup" will be awarded free Chick-fil-A for one year.
- Vintage Packaging: The chain's chicken sandwich will be offered in limited-time, vintage-inspired packaging.
- Merchandise: Themed merchandise will be sold through the company's website throughout the year, and limited-edition designs of stuffed cow toys will be available at restaurants.
Marketing Strategy and Menu Additions
The marketing campaign is centered on a theme referred to as "newstalgia," a portmanteau of "new" and "nostalgia." Khalilah Cooper, Chick-fil-A's vice president of brand strategy, advertising, and media, stated that new advertising will promote the anniversary via national television spots and social media platforms.
Effective Monday, frosted sodas and floats will be permanently added to the Chick-fil-A menu. The company also anticipates offering more limited-time menu items throughout the year than is typical.
The "newstalgia" theme will also be integrated into the Chick-fil-A Peach Bowl on Friday, during the College Football Playoff semifinal featuring the Oregon Ducks and the Indiana Hoosiers.
Company Background and Financials
Chick-fil-A's origins trace back to 1946, when S. Truett Cathy and his brother established The Dwarf Grill in Hapeville, Georgia. The inaugural Chick-fil-A location, featuring its chicken sandwich, opened more than two decades later. The business remains family-owned, with S. Truett Cathy's grandson, Andrew Cathy, serving as CEO.
As a privately held entity, Chick-fil-A does not publicly disclose quarterly financial results. However, franchise disclosure documents indicate that the company's system sales growth slowed to 5.4% in 2024. This represents the first year in over a decade that sales growth has been below double digits.
In 2024, Chick-fil-A's system sales reached $22.74 billion, establishing it as the third-largest restaurant chain in the U.S., following McDonald's and Starbucks. Over the past decade, the company has expanded its presence across the U.S. and is planning international business expansion into the United Kingdom and Singapore.