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Chick-fil-A is taking on Blue Apron in an unprecedented move for a fast-food chain

Business Insider Australia logo Business Insider Australia 23/07/2018 Kate Taylor
a bowl of food: Chick-fil-A's Dijon Chicken meal kit. Chick-fil-A's Dijon Chicken meal kit.
  • Chick-fil-A is going to start selling meal kits at 150 locations in the Atlanta area in August.
  • The "Mealtime Kits" will cost $US15.89 for a chicken-centric kit that feeds two people.
  • The meal-kit business has been heating up recently as grocery chains start selling them and startups begin to burn out in the face of increased competition.

Chick-fil-A is making an unprecedented move to dominate its customers' lives: launching a meal-kit service.

On Monday, the chain announced it would begin selling "Mealtime Kits" at 150 restaurants in the Atlanta area in late August, making it the first fast-food chain to offer a meal-kit service.

a plate of food with rice meat and vegetables: Chick-fil-A's Crispy Dijon Chicken. Chick-fil-A's Crispy Dijon Chicken.

Like more traditional meal kits, such as Blue Apron or Home Chef, the five varieties of kit will include fresh, pre-measured ingredients. However, unlike the typical meal kit, Mealtime Kits can be bought at Chick-fil-A drive-thrus, counters, or using the mobile app.

Chick-fil-A is selling five types of meal kits, with rotating availability: Chicken Parmesan, Chicken Enchiladas, Dijon Chicken, Pan Roasted Chicken, and Chicken Flatbread. Each kit serves two people, costs $US15.89, and is intended to be prepared in 30 minutes or less.

"We designed our offering so our guests don't have to order ahead, subscribe to a service, or make an extra stop at the grocery store," Michael Patrick, and innovation program lead at Chick-fil-A, said in a statement. "They simply pick up a Mealtime Kit at their convenience - for example, when they're already at a Chick-fil-A restaurant grabbing a breakfast or lunch, or in the drive-thru on their way home."

a slice of pizza in a box: Chick-fil-A's Chicken Flatbread. Chick-fil-A's Chicken Flatbread.

The kits will only be available in the Atlanta area until mid-November, though there is a possibility that Chick-fil-A may roll them out more widely in the future.

Competition in the meal-kit business has been heating up recently, with Costco starting to sell Blue Apron kits in stores and grocery chain Albertsons acquiring Plated.

However, some meal-kit companies have struggled in the face of competition. On Monday, meal-kit company Chef'd shut down operations, following in the footsteps of shuttered startups like Sprig and Din.

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