Chick-fil-A Rolls Out Its Largest Campaign Yet as Dining Habits Shift
As Americans eat out less often and become more selective about where they spend, restaurant chains are rethinking how they attract customers. Chick-fil-A is responding with its largest marketing campaign ever, timed to its 80th anniversary and built around what the company calls “newstalgia.” The yearlong effort blends retro design with modern perks as traffic across the restaurant industry continues to soften.
An Anniversary That Became a Strategy
The campaign marks 80 years since founder S. Truett Cathy opened his first restaurant in Georgia. Rather than limiting the milestone to a short promotion, Chick-fil-A turned it into a yearlong, all-channels push. Executives say the anniversary offered a rare chance to reconnect with longtime customers while still appealing to newer ones.
What “Newstalgia” is Meant to Do
At the center of the campaign is “newstalgia,” a mix of nostalgia and modern design. Chick-fil-A leaned into its archives to inspire packaging, merchandise, and menu additions while updating them for today’s customers. Khalilah Cooper, the company’s vice president of brand strategy, described it as honoring the past without feeling dated.
Retro Packaging Takes Over the Menu
Customers will see vintage-inspired packaging across core items, including the Original Chicken Sandwich. The designs reference earlier eras of the brand while remaining consistent with modern operations. Chick-fil-A says packaging is one of the easiest ways to create emotional connection during everyday dining moments.
Frosted Sodas and Floats Join Permanently
The campaign also introduced frosted sodas and floats to the permanent menu. The drinks combine the chain’s Icedream dessert with classic fountain sodas like Coca-Cola, Dr Pepper, and Sprite. Company leaders said customers had been requesting the items for years, making them a natural fit for a nostalgia-driven rollout.
Collectible Cups and a Golden Prize
One of the most visible elements is a set of retro collectible cups sold for a limited time. Four designs rotate throughout the year, with 3,000 special Golden Fan Cups randomly distributed nationwide. Customers who receive one can redeem free Chick-fil-A for a year, a sweepstakes the company says is meant to add surprise and generosity to the experience.
Merch, Cows, and Experiences Return
Beyond food, Chick-fil-A is rolling out themed merchandise, specialty plush cows, and the return of long-running brand traditions. Cow Appreciation Day and the Cow Calendar are making comebacks with modern digital tie-ins. The company says these experiences are designed to extend engagement beyond the restaurant visit itself.
Why the Timing Matters Now
The campaign arrives as restaurant traffic declines nationwide. Data cited by CNBC shows industry visits fell for much of 2025 as consumers pulled back on discretionary spending. Chick-fil-A’s sales growth slowed to 5.4% in 2024, its first year of sub-double-digit growth in more than a decade.
A Different Approach Than Discount Wars
Unlike competitors leaning heavily into value meals and discounts, Chick-fil-A has largely stayed out of price-driven promotions. Executives say the anniversary campaign allows the brand to compete for attention without eroding its pricing strategy. Instead, the focus remains on experience, hospitality, and emotional connection.
What the Campaign Signals Going Forward
Chick-fil-A’s yearlong push suggests that brand storytelling may matter more as dining becomes less routine. By tying nostalgia to new menu items and interactive rewards, the chain is betting that familiarity can still drive loyalty in a cautious consumer climate. As dining habits continue to shift, the campaign offers a glimpse at how major brands plan to adapt rather than retreat.
