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Email this story [5]Continuing to focus on enhancing its breakfast offerings and adding novel fast-food choices, Atlanta-based restaurant chain Chick-fil-A Inc. is brewing two new items that will be added to its morning menu this summer.
On June 27, the chain will roll out its Café Blends Coffee line—the fast food industry’s first premium coffee program—along with its new Chick-fil-A Cinnamon Cluster.
While the Chick-fil-A Chicken Biscuit continues to be the chain’s signature breakfast entree, Chick-fil-A has made significant moves in recent months to enhance and diversify it breakfast options.
In November, the 1,200-plus unit chain completed the first of a two-phased breakfast enhancement with the introduction of three new entrees, including a Breakfast Burrito; Chicken, Egg, and Cheese Bagel Sandwich; Chick-fil-A Chick-n-Minis™, and also began promoting its Fresh Fruit Cup as a breakfast alternative.
“The breakfast daypart is an area where Chick-fil-A is responding to its customers,” said Woody Faulk, Chick-fil-A’s vice president of brand development. “As our customer base continues to grow, so does the variety of our customers’ appetites and preferences. Café Blends Coffee and the Cinnamon Cluster further broaden the appeal of our already diverse breakfast offerings, while maintaining the product quality and consistency customers have come to expect from Chick-fil-A.”
As part of its latest breakfast enhancement, Chick-fil-A strived to develop a quality coffee line that is up to par with the quality of its other menu items, as well as a complementary sweet item for customers who prefer sweeter breakfast options.
Prior to making the decision to roll out its new breakfast options system wide, Chick-fil-A conducted an extensive, seven-month evaluation of the new products in 38 Chick-fil-A restaurants throughout Maryland, primarily in the Baltimore area.
Faulk says Chick-fil-A’s new coffee is not an attempt to compete with national coffee chains, but rather a move toward offering a good cup of coffee that complements the quality of its expanding breakfast products. “A good coffee program is the cornerstone of the breakfast daypart. We’re not trying to compete with specialty coffee shops that feature a variety of coffee drinks. We’re simply offering a great cup of coffee to go with our delicious breakfast choices, and rather than offering a host of lattes, espressos and cappuccinos, we’ve developed two blends that are brewed really well.”
