Industry News | February 26, 2001
Chick-fil-A Unwraps New Cool Wraps
Making their national debut on March 1, the Cool Wraps will be available in three varieties: the Spicy Chicken Cool Wrap(TM), Chicken Caesar Cool Wrap(TM) and the Chargrilled Chicken Cool Wrap(TM). Following are descriptions of each Cool Wrap:
* Spicy Chicken Cool Wrap -- Strips of tender, spicy grilled chicken breast in a tantalizing bed of romaine and iceberg lettuce, red cabbage, Roma tomatoes, Monterey Jack cheese and a spicy dressing on the side. The Spicy Chicken Cool Wrap has 9 fat grams and 390 calories (without dressing).
* Chicken Caesar Cool Wrap -- A twist on the classic salad: tender grilled chicken breast with romaine lettuce, Parmesan cheese and Caesar dressing on the side. The Chicken Caesar Cool Wrap has 12 fat grams and 460 calories (without dressing).
* Chargrilled Chicken Cool Wrap -- Strips of tender grilled chicken breast in a tantalizing bed of romaine and iceberg lettuce, shredded carrots and red cabbage, Roma tomatoes, Monterey Jack cheese and a choice of dressing on the side. The Chargrilled Chicken Cool Wrap has 8 fat grams and 380 calories (without dressing).
Each Cool Wrap will be sold individually for $3.69. The combo meal, priced at $5.75, includes a Chick-fil-A Cool Wrap of choice, medium-size order of Chick-fil-A® Waffle Potato Fries and medium soft drink.
Served cold, all Cool Wraps are made fresh daily and wrapped in soft, baked flat bread. Customers also can choose from an array of dressings, including: reduced-calorie Basil Vinaigrette, Light Italian, Fat Free Dijon Honey Mustard, as well as Buttermilk Ranch, Thousand Island, Caesar, Blue Cheese, and new Spicy Chipotle dressings.
Recognized for its high level of customer satisfaction, Chick-fil-A has spent nearly two years conducting exhaustive evaluation and testing of its Cool Wraps before announcing them as its first new entree offerings since the rollout of the Chick-fil-A Chick-n-Strips® six years ago. Sales tests were conducted in more than 60 Chick-fil-A® restaurants in a variety of markets, including Dallas, Orlando, Memphis, Knoxville, and Tupelo, Miss. The Cool Wraps received an impressive 4.3 out of 5.0 average rating from customers for overall taste -- the highest new-product introduction rating in Chick-fil-A history.
"We were very thorough in our development of the Cool Wrap concepts,'' said Woody Faulk, Chick-fil-A's vice president of brand development. "At Chick- fil-A, we will not introduce a new product unless we truly are convinced that the new item will exceed our customers' expectations. We put all product concepts through a series of rigorous tests to ensure the development of a quality menu item. As is the case with Cool Wraps, the end result is a new category of flavorful entrees that complement the quality products that our customers have come to expect from Chick-fil-A.''
Because of the portability and extended freshness of Cool Wraps, test restaurants also experienced unexpected demand for the new products during breakfast/morning and evening sales periods as popular takeout options with customers. "Over time, Cool Wraps have the potential to become a very popular takeout/home meal replacement item for us because they travel so well. Why are Cool Wraps special? They are an any-occasion item...a portable salad in an edible package,'' added Faulk.
To support the chain-wide rollout, Chick-fil-A will utilize the popularity of its "Eat Mor Chikin®'' Cows in its in-store point-of-purchase materials, including window banners, table tents and other signage, as well as in its popular outdoor advertising and in television and radio advertising in select markets. In these materials, the Cows will make personal pleas for the public to try Chick-fil-A's new Cool Wraps with messages such as ``Eat Chikin Or Itz Wraps 4 Us'' and "Boycot Beef Buritos.''
A great deal of Chick-fil-A's continued success can be credited to its commitment to serve consistent, flavorful food products. The chain's new Cool Wraps are further proof of this obligation to its customers. The Wraps add to Chick-fil-A's lengthy list of made-from-scratch menu items, which have distinguished the chain from other quick-service operations for many years. In addition to the Wraps, Chick-fil-A utilizes "hand-made'' preparation techniques for many of its products, such as its entree salads, hand-squeezed lemonade, fresh chicken marination, fresh breading of chicken and the in- restaurant preparation of its unique Carrot & Raisin and Cole Slaw side dishes.
Chick-fil-A also expects the Cool Wraps line to add to its continued sales growth, especially in same-store sales increases. The expected boost in sales from Cool Wraps follows the chain's milestone of reaching $1 billion in sales this past December.
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