Chick-fil-A said it will “raise the standard for salads” at its more than 1,700 fast-food restaurants later this month with the introduction of new menu items.
It’s the latest salvo among competitors in an industry that is constantly testing new products to gain market share, although one expert said privately-held Chick-fil-A may be trying to catch up with larger competitors that have placed more emphasis on pushing salads and wraps.
David Farmer, Chick-fil-A’s vice president of product strategy and development, said the chain is responding to “constantly fluctuating” changes in consumers’ taste preferences.
“We took a hard look at our current salad line and decided those options were not as relevant to customers as they were just a few short years ago,” Farmer said in a statement announcing the new lineup.
McDonald’s and other chains have had a head start in pushing a range of salad options, especially for the lunch crowd, according to Ron Paul, president of Technomic, a company that tracks food industry trends. McDonald’s, for example, offers 10 salad selections. Wendy’s, which Paul said is still experimenting, offers its Garden Sensasations salads.
Paul said Chick-fil-A is “finally joining the parade. Salads are becoming an acceptable entrée and are no longer a side item.” Technomics’ research showed consumers increasingly want bold flavors and unique menu selections for salads.
Chick-fil-A said it will offer three new premium salads beginning April 29: a cobb salad, an Asian salad, a grilled market salad and revamped side salad. The chain is also said it is improving its grilled chicken cool wrap.
The salads will offer two or more servings of vegetables or fruit, and have between 180 and 430 calories (without dressing), the restaurant said. The restaurant is also introducing new dressings. The salads start at $6.79.
The chain is also updating its menu boards with more calorie counts on items and pictures of offerings.
According to QSR magazine, Chick-fil-A ranks No. 10 among quick-service and fast-casual restaurants in sales, but No. 2 in the chicken restaurant category behind KFC.
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