With over 2,200 stores, Chick-fil-A is one of the fastest growing QSR chains. The brand experienced growing pains as it worked to maintain consistency. Chick-fil-A enlisted Big Red Rooster to ensure its new store design – Heritage – was implemented seamlessly to reflect its roots, personality and quality ingredients.
Chick-fil-A realized there were inconsistencies when it came to developmental process and designs. To streamline the process and authenticate its brand, Chick-fil-A and Big Red Rooster collaborated to develop new store concepts and brand elements. We assembled a team of architects and designers, embedding portions of this team directly in Chick-fil-A’s innovation center to facilitate coordination and project timing.
To achieve design and brand experience consistency, we created the Cookbook – a web-based portal for all design guidelines and specifications that allows registered users to access everything they need for design teams, real estate teams, architects, vendors and more.
Big Red Rooster and Chick-fil-A supported the rollout of 300 units over three years and set up lasting processes to ensure design, development, and operations teams can support expansion of the restaurant portfolio.