TL;DR
Chick-fil-A has redesigned its website to better serve customers and strengthen its connection with fans. The new site features a digital publication called 'The Chicken Wire' with content on community, hospitality, and food.
The person responsible for leading this project, Ashley Callahan, also helped Coca-Cola do the same in 2014 with Coca-Cola journey. "How could we make it work harder for us and really serve our customers better," Ms. Callahan said of the site. "We really wanted to make this a digital extension of the restaurant."
One of the biggest changes to the site is the new “The Chicken Wire” embedded publication that provides a place for the brand to expand the content that existed on the old site before the redesign. Focusing on community, hospitality, and food, content is presented in multiple formats including infographics, stories, videos and GIFs.
Other brands that have reported increasing their online storytelling presence include Target, General Mills, and of course, Coca-Cola.
In this story
This story was originally published in 1851 Franchise on November 17, 2016. Burnaze summarizes and links to the original reporting.
Read the full story at 1851 FranchiseLiked this? Get the week's franchise news, explained
- Sunday 8 AM ET weekly + a monthly deep dive
- Sections picked for the industries you follow
- Every claim linked to its source. Free.