Retro themes meet modern marketing
Chick-fil-A is celebrating its 80th anniversary with its largest promotional campaign to date, rolling out retro packaging, collectible cups, themed merchandise, and a nationwide giveaway offering free food for a year.
The campaign arrives at a time when much of the restaurant industry is grappling with declining customer traffic. Many chains have leaned heavily on discounts and value deals, while Chick-fil-A is using nostalgia-driven branding to draw diners back into its restaurants.
Sales growth slows as competition intensifies
As a privately held company, Chick-fil-A does not release quarterly earnings. However, franchise disclosure documents show that systemwide sales growth slowed to 5.4 percent in 2024. It marked the first time in more than a decade that annual growth fell below double digits.
Despite this slowdown, the chain has largely avoided aggressive value pricing strategies used by rivals. Company executives see the anniversary campaign as an opportunity to reengage loyal customers while appealing to new ones.
The concept of “newstalgia”
At the heart of the campaign is what Chick-fil-A calls “newstalgia,” a blend of modern design and brand heritage. According to the company, the approach is meant to celebrate its history while remaining relevant to younger audiences.
The yearlong marketing effort launches Monday and will be featured across national television advertising and social media platforms. It represents the most extensive brand campaign in the company’s history.
Collectibles, giveaways, and menu updates
Chick-fil-A is introducing four retro-inspired collectible cup designs, released in waves throughout the year. The 32-ounce cups will be sold for $3.99 at participating restaurants nationwide.
Among those cups will be a limited number of Golden Fan Cups. Three thousand customers who receive one will win free Chick-fil-A for a year, a promotion inspired by classic prize giveaways.
The chain is also rolling out limited-time vintage packaging for its signature chicken sandwich, selling anniversary-themed merchandise online, and offering special editions of its well-known cow plush toys in restaurants.
Expanding the menu and brand reach
As part of the anniversary celebration, Chick-fil-A is permanently adding frosted sodas and floats to its menu. The company also plans to introduce more limited-time menu items throughout the year than it typically offers.
The campaign will be highlighted during the Chick-fil-A Peach Bowl, where the Oregon Ducks will face the Indiana Hoosiers in a College Football Playoff semifinal.
From a single restaurant to a national powerhouse
Chick-fil-A traces its origins to 1946, when S. Truett Cathy and his brother opened The Dwarf Grill in Hapeville, Georgia. The first Chick-fil-A restaurant followed more than two decades later, centered around its now-iconic chicken sandwich.
Still family owned, the chain generated $22.74 billion in systemwide sales in 2024, making it the third-largest restaurant chain in the United States. Chick-fil-A has expanded well beyond its Southeastern roots and plans to grow internationally, with future locations planned in the United Kingdom and Singapore.
