Wednesday, August 15, 2001

Wraps becoming a popular item at Chick-fil-A

In just five months since its introduction, the Chick-fil-A Cool Wraps entree is fast becoming a customer favorite and making a considerable contribution to the chain's continued sales success.

Since their March 1 debut, the sales performance of Chick-fil-A Cool Wraps has contributed significantly to the chain's robust year-to-date same-store sales increase of six percent. Cool Wraps, which achieved the highest test-product quality rating in Chick-fil-A history, are meeting customers' desire for healthier fare, while still mobile and easy to eat.

"Cool Wraps have exceeded our sales performance expectations thus far," said Woody Faulk, vice president of brand development. "Our Cool Wraps have drawn a high rate of repeat customers as well as a strong number of first-time patrons. These customers are nutritionally oriented and prefer the healthy alternatives featured at Chick-fil-A."

Due to the portability and extended freshness of Cool Wraps, Chick-fil-A also has experienced an unexpected customer demand for the new products during morning and evening sales periods, in addition to the expected lunch period.

"Cool Wraps travel very well, so they are ideal options for people on the go," said Faulk. "Our customers are buying them during breakfast hours to eat during lunch, for office meetings and catering, and stopping by on the way home from work to dine in or take home for dinner. Thus, Cool Wraps are being bought in all three day-parts."

Cool Wraps are available in three varieties Spicy Chicken, Chicken Caesar and Chargrilled Chicken. Served cold, all are made fresh daily and wrapped in soft, baked flat bread and each features chargrilled chicken strips. They are also available in combo meals, which include a medium-sized order of Chick-fil-A Waffle Potato Fries and a medium beverage. A choice of eight dressings is available.

Through the support of The Coca-Cola Company, Chick-fil-A has coordinated a unique partnership with America Online, the world's largest Internet service provider. Through Sept. 29, consumers who go to one of AOL's geography travel sites, such as DigitalCity.com, MapQuest.com and MovieFone.com, will see a Chick-fil-A promotional banner that links to a "microsite" where the consumer can print out a Cool Wraps offer.

The AOL promotion also will be incorporated into a peel-off cup promotion that Chick-fil-A will offer this summer. Customers will have a one-in-three chance of winning complimentary Chick-fil-A food offerings or merchandise through a peel-off game piece affixed to specially designed medium and large beverage cups. Up to 2,000 customers throughout the country will be awarded a grand prize of 100 free Chick-fil-A food certificates.

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