The news: Chick-fil-A is gearing up for the biggest marketing campaign in its history: a yearlong initiative to celebrate the chain’s 80th birthday. The company is betting that the sustained push will keep diners engaged amid declining QSR traffic and intensifying competition from other fast-casual chicken brands.
The strategy: Chick-fil-A is leaning on a tried-and-tested playbook for its anniversary campaign.
- Limited-time offers: The chain will introduce more limited-time menu items throughout the year than it typically does, Khalilah Cooper, the company’s vice president of brand strategy, advertising, and media, told CNBC.
- Exclusive merch: Four new collectible cup designs will be released every few weeks, retailing for $3.99. Chick-fil-A will also sell limited-edition versions of its specialty plush cows exclusively in restaurants, while themed apparel, accessories, and other merchandise will be available for purchase online.
- Nostalgia: The brand’s 80-year history is set to feature prominently, from limited-edition retro packaging for its iconic chicken sandwiches to designs pulled from the Chick-fil-A archive.
- An enhanced beverage lineup: Chick-fil-A’s Frosted Sodas and Floats are now part of the chain’s permanent menu, positioning it to capitalize on Gen Z’s thirst for colorful and sugary beverages.
Why it matters: Chick-fil-A is betting that its advertising blitz, combined with copious LTOs, will enable it to steer clear of the value wars currently raging across much of the QSR landscape. That may well be true: LTOs have performed well for McDonald’s, Burger King, and other fast food chains, although sustaining those gains has proved challenging.
However, Chick-fil-A’s position as the largest chicken chain in the US should help insulate it from most QSR headwinds, especially as more diners embrace chicken as a more affordable—and healther—fast-food option.
- While total QSR restaurant traffic fell 1% YoY for the 12 months ended September 2025, chicken concepts saw a 3% increase in the same period, according to Circana data shared with Fast Company.
- Blanketing linear and social channels with ads could help Chick-fil-A keep competitors like Raising Cane’s and Dave’s Hot Chicken from stealing its momentum.