Chick-fil-A is advertising more breakfast options. But in order to bring egg white grill to the menu they dropped the spicy chicken biscuit. Just like the way they stopped offering cole slaw when they introduced super food side salad. Chick-fil-A doesn’t add new menu items without taking something away. So you don’t really get “more items” you get “different items.” Because Chick-fil-A doesn’t want more customers, they want different customers.
The ad above, and the marquee sign out front, is pushing their line of English muffin sandwiches. McDonald’s has add the Egg McMuffin for years and recently added the low cal Egg White Delight. Chick-fil-A is copying McD’s menu hoping to attract McD customers. Chick-fil-A was better than McDonald’s but in order to compete has changed their business model to become the same as McDonald’s.
When Kentucky Fried Chicken introduced grilled chicken, to attract a more health conscious customer, they didn’t quit making fried chicken. Chick-fil-A was founded in Atlanta by good ‘ol boy Truett Cathy. Since his passing the powers that be have been slowly transforming the chain into something else. The egg white grill tested well in several markets including Manhattan. It was developed by the same north of the Mason Dixon Line kitchen manager that invented the super food salad; kale and “broccolini” replacing the same coleslaw that had been served by Truett Cathy for decades. Truett built an empire cooking fried chicken. The next generations of Cathy’s are determined to build… something else. And they’re building it out of kale and English muffins because they don’t want more customers, they want different customers. Healthier, snootier, Yankee customers. Because all those families that ate Truett’s food for so many years are no longer good enough.