Company: Chick-fil-A, Inc.
CEO: Andrew Truett Cathy
Year founded: 1946
Headquarter: Atlanta, Georgia, USA
Number of Employees : 200,000
Type: Private
Annual Revenue (2024): $22.7 Billion
Products & Services: Chicken Sandwiches | Wraps | Chicken Nuggets | Waffle Fries | Salads | Breakfast Menu | Treats | Beverages | Dipping Sauces & Dressings | Online Ordering & Delivery | Catering Services
Competitors: McDonald’s | Popeyes | KFC | Dave’s Hot Chicken | Pollo Campero | Bojangles | Taco Bell | Wendy’s | Raising Cane’s | Wingstop | Sonic | Jimmy John’s Sandwiches | Five Guys
Fun Fact:
Dubbed the “First 100,” Chick-fil-A celebrates new restaurant openings by offering free Chick-fil-A entrees to 100 Community Heroes.
Chick-fil-A is an American fast food restaurant chain founded by S. Truett Cathy, a devout Southern Baptist. Cathy’s Christian beliefs have influenced the chain’s operations and values since its founding. The chain is owned by the Cathy family. It is America’s largest chain specializing in chicken sandwiches. In 2024, Chick-fil-A generated $22.7 billion in annual revenue. Its 2,179 domestic franchised restaurants had an average sales volume of $9.317 million, and 1,061 locations earned $9.317 million or more. But who is Chick-fil-A’s target market? [1]
To understand Chick-fil-A’s customer base, here is an in-depth analysis of its target market:
Chick-fil-A’s Target Market Overview
Chick-fil-A targets consumers seeking tasty chicken dishes, wraps, sides, breakfast options, treats, and drinks. The chain specializes in chicken sandwiches (deep-fried breaded boneless chicken breast served on a toasted bun). This meal also comes with two slices of dill pickle or lettuce, tomato, and cheese. In Dec 2023, Chick-fil-A was America’s third-largest restaurant chain by sales. Many competitors are copying Chick-fil-A’s playbook to expand nationwide. McDonald’s and Popeyes added new chicken categories to catch up to Chick-fil-A. The chain edges closer to holding the majority market share of the chicken fast-food category. [2]
Chick-fil-A has expanded its target market since its founding. The chain refreshes its menu and establishes new restaurants to grow its customer base. In 2025, Chick-fil-A introduced its Parmesan Caesar Dressing in grocery stores and unveiled the 16-ounce Zesty Buffalo Sauce and Honey Mustard Sauce. “People can now have more of their favorite Chick-fil-A flavors in their kitchen, using these products anytime as a simple way to dress up any meal or snack,” said Beth Grant, director of consumer packaged goods at Chick-fil-A. The chain also announced new restaurant openings for 2025, including US-based and international locations. [3]
Chick-fil-A segments its target market to address the unique needs and tastes of customers. Here is our comprehensive analysis of Chick-fil-A’s demographic, psychographic, geographic, behavioral, and technographic segmentation:
Chick-fil-A’s Target Market: Demographic Segmentation
Chick-fil-A caters to consumers across age groups. However, its menu primarily appeals to teenagers and young adults. This target audience includes Gen Z and Millennials. According to Piper Sandler’s survey, Chick-fil-A is US teens’ favorite restaurant. Piper Sandler surveyed 14,500 teenagers across 47 states. 15% of 14,500 teens respondents listed Chick-fil-A as their #1 choice, followed by Starbucks at 12%, Chipotle at 7%, McDonald’s at 6%, and Olive Garden at 3%. [4]
Chick-fil-A targets families of all sizes. The chain appeals to this demographic by offering family-oriented dining experiences and kid-friendly menu items, including chicken nuggets and signature dipping sauces. In Nov 2024, Chick-fil-A launched its new Chick-fil-A Play app for parents and kids. The app offers original animated shows, scripted podcasts, games, e-books, interactive stories, crafts, and video-based recipes. It paves a new way for the chain to connect with target consumers beyond the drive-thru. “Hospitality and fun have always been at the core of the Chick-fil-A family experience, whether inside our Restaurants and play areas, or through our Kids’ Meals,” said Dustin Britt, executive director of brand strategy at Chick-fil-A. [5]
Chick-fil-A strives to cater to consumers across income levels. However, its prices primarily appeal to middle-income individuals and households. According to a LendingTree survey of 2,000 adults, 62% indulge in fast food less often due to high prices. 25% of the respondents listed Chick-fil-A as the most high-end fast-food chain, followed by Starbucks at 22% and Chipotle at 21%. Nearly 80% of the 2000 adults surveyed consider fast food a luxury due to high prices. Chick-fil-A held the top spot on USA Today’s Readers’ Choice Awards as the best fast-food restaurant in America for nine years. In 2024, the chain lost the title to Del Taco. It now ranks third after Del Taco and KFC. KFC surpassed Chick-fil-A because it leans into value pricing. [6]
Chick-fil-A’s Target Market: Psychographic Segmentation
Psychographics – Lifestyle choices, interests, values, personality traits, and overall attitudes.
Chick-fil-A targets consumers with specific psychographic profiles. Its conservative customer base prioritizes Christian and traditional values. Cathy Truett, Chick-fil-A’s founder, based his business on Biblical principles. Since 1982, the company has adhered to its Corporate Purpose: “To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A.” This statement honors Truett’s legacy and appeals to the chain’s target audience.
Chick-fil-A’s target audience includes family-focused consumers. The chain carved a distinct niche in the fast-food sector by emphasizing traditional family values. For example, Chick-fil-A doesn’t open its restaurants on Sunday to allow operators and employees to worship and spend time with their families and loved ones. The company’s core values nurture an inclusive business where everyone is treated with honor, dignity, and respect. “We want to provide support that helps families connect and thrive,” says Chick-fil-A, Inc. [7]
Chick-fil-A targets students and young professionals with busy lifestyles. These consumers value convenience and seek quick service and quality food. The chain appeals to this target audience by investing in its retail network. In Aug 2024, Chick-fil-A unveiled its new drive-thru design, with four lanes and a fast-paced conveyor-belt system. The concept ensures ultrafast delivery for drive-thru customers. Its conveyor belt transports food from the kitchen to team members on the ground in six seconds, reducing waiting time. Chick-fil-A also introduced its first-ever mobile-only restaurant in Manhattan in Mar 2024 to cater to on-the-go New Yorkers. “Our Guests lead busy lives, and we’re focused on designing our restaurants to best serve their needs,” said Jonathan Reed, executive director of design for Chick-fil-A. [8]
Chick-fil-A’s target market includes health-conscious consumers seeking nutritious meals. The chain offers healthy food to appeal to this group. In Mar 2025, Chick-fil-A announced its spring 2025 menu featuring a fan-favorite sandwich and fruit-infused drinks. The lineup includes four healthy Pineapple Dragonfruit beverages. For example, the Pineapple Dragonfruit Lemonade combines Chick-fil-A’s diet lemonade with natural pineapple and dragonfruit flavors. [9]
Chick-fil-A’s target consumers seek to align their spending with their values. They consider the environmental and social impact of their purchases. The chain supports communities, promotes ethical sourcing, and integrates sustainability into its operations. In 2023, Chick-fil-A expanded composting programs across its US and Canadian restaurants. It recycled used cooking oil from over 1,680 restaurants to produce renewable diesel fuel. It also created over 7 million meals from surplus food donated through the Chick-fil-A Shared Table program. In 2025, the chain achieved its goal of diverting 25 million pounds of food waste from landfills. [10]
Checkout: Profitable Global restaurant chains companies
Chick-fil-A’s Target Market: Geographic Segmentation
Chick-fil-A’s target market spans three continents: North America, Europe, and Asia. The chain franchises to owner-operators who live and work in the communities their restaurants serve. As of Jul 2025, the fast-food chain had 3,279 restaurants in the US. It plans to add 25 to 30 franchised units in Michigan by 2028 and open at least 15 restaurants in Puerto Rico by 2030. The company entered Canada in 2019 and established 22 restaurants. Its 2025 target is eight new stores across Ontario and Alberta. [11]
Chick-fil-A’s top market is the US. It operates in 48 states. The chain has 510 restaurants in Texas, 273 in Florida, 271 in Georgia, 208 in California, 195 in North Carolina, 146 in Virginia, 111 in Pennsylvania, 108 in Tennessee, and 105 in South Carolina. In Jul 2025, Chick-fil-A opened a new restaurant in Frisco, creating 80 jobs in the community. The chain selected Andrew Frey to be the local owner-operator of Chick-fil-A Lexington Village. “At Chick-fil-A Lexington, my hope is to create an environment where guests feel genuinely cared for and our team members are empowered to become the best versions of themselves,” said Frey. The company donated $25,000 to celebrate the opening and give back to the Frisco community. [12]
Chick-fil-A expands its customer base by strengthening its global presence. The chain is focused on fast-growing Asian markets. In Jun 2024, Chick-fil-A hosted a pop-up event in Singapore to introduce the brand to consumers. It plans to open its first permanent location in the city-state in late 2025. The chain will invest $75 million over 10 years to support its expansion within Singapore. This investment provides a gateway into the rest of Asia. [13]
Chick-fil-A entered the UK in 2018. The chain exited the market in 2020 after facing continued protests over its anti-LGBTQ stance. In 2025, Chick-fil-A returned to the UK with five restaurant openings in Northern Ireland, Leeds, Liverpool, and London. It opened its first Northern Ireland location in Lisburn and the second store in Applegreen Templepatrick. According to The Sun, locals are excited to sample Chick-fil-A’s signature chicken sandwiches and iconic waffle fries. [14]
Chick-fil-A targets urban and rural dwellers. Each segment has unique preferences and needs. For example, consumers in bustling cities prioritize convenience and speed. The fast-food chain designs its restaurants in urban areas with drive-thru services to support high volume and quick orders. In Jul 2025, the company opened its new Chick-fil-A Smith & Livingston restaurant in Brooklyn. The location offers carry-out and delivery options to appeal to busy Brooklyn residents. Chick-fil-A engages in community events and promotes family values to resonate with family-oriented consumers in rural areas. [15]
Image Credit: Malhar Patel
Chick-fil-A’s Target Market: Behavioral Segmentation
Chick-fil-A has nurtured a loyal customer base. It achieved this goal by retaining its Christian values and signature chicken sandwiches, wraps, and fries. According to a 2024 Statista survey, Chick-fil-A has a 93% brand awareness rate among US restaurant customers. Around 50% of the respondents like Chick-fil-A, 41% eat its food, and 35% will use the fast-food chain again. In Oct 2024, 36% of US restaurant chain customers had noticed Chick-fil-A in the media, social media, or advertising. [16]
Chick-fil-A doesn’t rely heavily on discounts to appeal to its target audience. It focuses on customer service excellence to outperform competitors and attract customers. In 2024, Chick-fil-A was the #1 fast food brand in diner satisfaction. It has retained this title for 11 years. According to the ACSI Restaurant and Food Delivery Study 2025, Chick-fil-A scored 83 on a 100-point scale. ACSI’s average satisfaction score for QSRs was 79 in 2024. Chick-fil-A topped the QSR category in the West, South, and nationwide, while Starbucks led in the Northeast. [17]
Chick-fil-A combines traditional and tech-driven strategies to enhance brand loyalty. For example, the company launched Code Moo to reward loyal customers. The 2025 Code Moo event offered new missions in animated digital games, delicious food rewards, and limited-time Cow-themed merchandise for three weeks in Jul 2025. “The Cows have been a much-loved part of Chick-fil-A’s story for nearly 30 years, and we enjoy finding new ways to celebrate them with our guests,” said Dustin Britt, executive director of brand strategy at Chick-fil-A. Code Moo boosts brand loyalty and Chick-fil-A App’s usage frequency. [18]
Another component of Chick-fil-A’s behavioral segmentation is purchase behaviors. Its target consumers visit restaurants more frequently during festive seasons and holidays. The chain capitalizes on this behavioral trait by offering seasonal food, treats, and drinks. In Nov 2024, Chick-fil-A unveiled its holiday menu items ahead of Christmas. It reintroduced three fan-favorites: Chick-fil-A Peppermint Chip Milkshake, Peppermint Iced Coffee, and Frosted Peppermint Chip Coffee. The chain also offered Honey Pepper Pimento Chicken Sandwich and Christmas-themed merchandise. [19]
Chick-fil-A’s Target Market: Technographic Segmentation
Chick-fil-A’s young consumers are tech-savvy. They leverage apps and websites to simplify order placement and delivery. In Nov 2023, over 1 million people had downloaded the Chick-fil-A iOS App. It is #8 in the Food & Drink category. The Chick-fil-A iOS App has an average rating of 4.9 stars from over 2.9 million App Store users. [20]
Chick-fil-A’s target consumers adopt innovative solutions to enhance their dining experience. The chain launched Chick-fil-A Play, a new streaming and gaming app for kids, in Nov 2024. The platform boosts engagement and drives sales. As of Dec 2024, the Chick-fil-A Play app had over 50,000 downloads in Google Play. It was ranked between 50th and 80th in the entertainment category in Apple’s App Store two months after its launch. These statistics confirm that Chick-fil-A’s target consumers are early tech adopters. [21]
Chick-fil-A attracts tech-savvy consumers by investing in innovative solutions. It’s Code Moo leverages digital games to build loyalty. Code Moo challenges players to help the Chick-fil-A take down its “burger-slinging nemesis.” Since its launch in 2023, Code Moo players have won 2.5 million free menu items weekly during the past annual promotions. Millions of consumers engage in this gamified experience to win the grand prize. [22]
References & more information
- QSR (2025, Apr 2). Chick-fil-A’s Sales Surpassed $22 Billion in 2024. QSR Magazine
- Lucas, A. (2023, Dec 21). Every restaurant chain wants to beat Chick-fil-A, but it’s stronger than ever. CNBC
- Groth, L. (2025, Apr 5). 6 Major Changes Coming to Chick-fil-A This Year. Eat This
- Vega, N. (2022, Oct 15). Chick-fil-A is Gen Z’s favorite restaurant chain in the US. CNBC
- Baar, A. (2024, Oct 24). Chick-fil-A targets families with an entertainment-focused mobile app. Marketing Dive
- Danziger, P. (2024, Aug 22). How Chick-fil-A will claw its way back to No.1 in fast food. Forbes
- Chick-fil-A. Our Purpose: Culture of care. Chick-fil-A.com
- Bregel, S. (2024, Aug 21). Chick-fil-A’s new restaurant model puts drive-thru speed at the forefront. Fast Company
- Comstock, L. (2025, Mar 6). Chick-fil-A announces 2025 spring menu. Yahoo
- Chick-fil-A, Inc. (2025, May 15). Chick-fil-A releases its newest Global Impact Report. PRNewswire
- Scrape Hero (2025, Jul 2). Number of Chick-fil-A restaurants in the United States in 2025. ScrapeHero.com
- Chick-fil-A, Inc. (2025, Jul 14). Frisco welcomes a new Chick-fil-A Restaurant. Chick-fil-A.com
- Littman, J. (2024, Oct 17). Chick-fil-A to open first Singapore restaurant, enter Asia in 2025. Restaurant Dive
- McGuire, L. (2025, Jan 20). Fast food giant with 3,000 US sites returns to UK with first restaurant opening this month – and it won’t be the last. The Sun
- Chick-fil-A, Inc. (2025, Jul 17). Chick-fil-A announces new Brooklyn Restaurant. Chick-fil-A.com
- Bashir, U. (2025, Jul 8). Chick-fil-A brand profile in the US in 2024. Statista
- Canham-Clyne, A. (2025, Jun 17). Chick-fil-A leads in customer satisfaction for the 11th straight year. Restaurant Dive
- Chick-fil-A, Inc. (2025, Jul 14). Ready, Set, Moo! A Summer of Fun with the Chick-fil-A Cows. Chick-fil-A.com
- Fink, B. (2024, Nov 14). Chick-fil-A Is Bringing Back 3 Fan-Favorite Holiday Menu Items! All Recipes
- Kanal, B. (2023, Nov 7). Chick-fil-A ASO Audit Report. ShyftUp
- Wilt, H. (2024, Dec 9). Chick-fil-A Launches an App to Help Families Be Less Online. Christianity Today
- Global Desk (2025, Jul 15). Chick-fil-A launches Code Moo game. Economic Times
- Featured Image by Zoshua Colah
- Restaurant image by Malhar Patel
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