Kit-of-parts for Airport: Chick-fil-A

Role - Design Lead (Paid Competition/RFP)

Status - Project Won, Led to additional projects

The Goal

Chick-fil-A’s welcoming fast-food experience was at odds with their recognition in a crowded landscape of bright, bold red. In order to grow their brand for the future we reimagined how to build their hospitality into their physical locations. This project was divided into two unique sprints that each looked at a high value opportunity for physical change. As the design lead on both sprints, I led the team from conceptualization through presentation to create continuity between the two projects. This work led to a longer partnership utilizing the kit of parts idea to create a new interior and exterior Chick-fil-A experience.

Sprint 1 | Airport

Create a flexible kit-of-parts system that can adapt to various space parameters.

The retail airport experience is a fleeting opportunity to introduce, build, and leave a lasting joyful memory with an on-the-go traveler. Amidst the constant buzz, crowds, and abundance of information, time is of the essence. The Chick-fil-A airport experience is an iconic introduction that connects with new guests and lends a warm welcome to loyal Chick-fil-A followers.

The kit-of-parts program with modular components helped create a consistent Chick-fil-A experience, no matter how small the square footage.

Existing Conditions

• Inconsistent applications of the brand

• Not achieving joyful and hospitable holistic dining experience

Strategy

Identifying major components for CFA airport experience and developing a kit-of-parts system

Overview

• Established repeatable, iconic design language.

• Kit-of-parts system developed for various spacial and operational constraints.