Chick-fil-A has cooked up a redesigned website with feature stories, recipes, GIFs, videos and other content as it tries to strengthen the connection the chain has with its fans.
Thursday’s launch of the overhauled site is being led by someone who helped spearhead a similar overhaul four years ago at Coca-Cola. Ashley Callahan worked on Coca-Cola’s Journey site before she joined Chick-fil-A, the country’s largest chicken-focused chain, in 2014.
Now, as Chick-fil-A’s digital communications and content strategy manager, Ms. Callahan wants to bring online more of the connection fans feel with Chick-fil-A restaurants.
When Ms. Callahan joined the Atlanta-based chain, millions of people were already visiting its website, often for nutrition, allergen and restaurant information. “How could we make it work harder for us and really serve our customers better,” Ms. Callahan said of the site. “We really wanted to make this a digital extension of the restaurant.”
The website overhaul comes as Chick-fil-A is parting ways with The Richards Group, its ad agency of 22 years.
A number of details have been reworked. The menu is now programmed to show the proper items for the time of day whenever someone logs on. So if it is before 10:30 a.m., the viewer should see the breakfast menu, while later in the afternoon they could be tempted by treats such as ice cream, cookies and milkshakes. Also, pricing information is now included on the menu. When people return to the site, they will see new stories on the homepage each time they visit.
The chain’s famous “Eat Mor Chikin” cow mascots will continue to have a presence. Now, rather than being found in a dedicated section, they will appear as Easter eggs throughout the site.