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How Chick-fil-A just cornered the parent market

Chick-fil-A is trying a creative way to attract parents by making the dining process so much easier. Will it work?


Chick-fil-A is after that marketshare

Chick-fil-A is at again, with another service to make their customers’ dining experience more pleasurable than ever. The “Mom’s Valet” is a luxury service not offered anywhere else, and is bound to bring in droves of young families who might have otherwise eaten elsewhere.

Mom’s Valet allows parents to order the family’s meals at the drive-through while keeping everyone safely contained in the car; no running after the kids inside the restaurant while waiting for the food to be made and served.

“We would spend more money”

Marise Brennan is the mother of a 2-year-old daughter and lives in Etters, PA. She tells Business Insider, “It is hard to balance getting a drink and not spilling things and getting a table and carrying your tray,” Brennan said of eating out. “We would go in and spend time there and possibly spend more money if it was an easier process.”

Difficulties like Brennan’s are exactly what Mom’s Valet will clear up. When you order your food in the drive-through, you simply request Mom’s Valet and the Chick-fil-A staff gets together your table, high chairs, drinks, food, and anything else you need. By the time you park and walk the kids into the restaurant, it’s all set out and waiting for you. No more juggling drinks and spilling ketchup.

Why is the chicken chain trying this out?

Chick-fil-A is trying hard to attract millennial moms, 18- to 35-year-olds, who could easily take their kids to other fast food restaurants. A service like Mom’s Valet makes Chick-fil-A just a little more appealing than the competition next door. Be sure to look for signs outside your local Chick-fil-A promoting Mom’s Valet in order to take advantage of this new service.

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Chick’-fil-A’s vice president of menu strategy and development said that Mom’s Valet is part of the restaurant’s focus on “taking the stress out” of eating out for dinner and making Chick-fil-A a relaxing place to go.

Note from the Editor: While we are disappointed that this service isn’t called “Parent’s Valet” and smacks slightly of sexism, the point remains that they are seeking new ways to creatively capture marketshare, thus the focus of this story.


Staff Writer, Abigail White is a wordsmith who hails from the Deep South, having graduated with a degree in Journalism from Auburn University. She is usually reading three books at once, loves history, sarcasm, and arguing over the Oxford comma.



  1. Jay Matthew

    January 18, 2016 at 12:36 pm

    Love the note at the end. Amen to that.

  2. Pingback: Chick-fil-A will give you free ice cream to just shut up and eat - The American Genius

  3. Pingback: Parents on Facebook spend a LOT more than non-parents - The American Genius

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