Chick-fil-A Really Wants You to See Where the Chicken Biscuits Are Made

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Go where the magic happens. Photo: Chick-fil-A

The Atlanta-based fast-food chain is making major adjustments to its public image, starting with the power of fiber! Chick-fil-A is not only updating its salads, swapping out wishy-washy iceberg for the more verdant (and somewhat more risqué) romaine, but it will also begin selling a grilled-chicken wrap made with "high-fiber flax bread." Other changes abound: The chain will start posting calorie counts to the menu displays at its 1,700 stores nationwide, AdAge reports, and oh yeah, it's going to start inviting customers behind the counter to show them how the chicken is fried.

Part of the chain's "transparency push" means that workers will now give "instant behind-the-counter tours to anyone who wants them." It's a potentially brilliant move, specifically because, as restaurant consultant Joel Cohen points out, "there isn't that much to see" at Chick-fil-A, compared to other restaurants.

Because others doubt customers will be inclined to check out the chicken and biscuits behind the scenes, the gesture may turn out to be largely symbolic. The chain did not offer AdAge any comment on the tours or its healthier choices, but considering that Chick-fil-A's position on same-sex marriage, it's not unreasonable to interpret the chain's new marketing and "transparency push" as an effort to make Chick-fil-A seem more forward-thinking, open kitchens and all.

Chick-fil-A Offers Behind-The-Counter Tours in Transparency Push
[AdAge]
Earlier: Chick-fil-A Suddenly Very Wishy-Washy About Its Stance on Gay Marriage