Meal kits are all the rage: The $2.2 billion business supplying consumers with fresh ingredients to be turned into a delicious dish at home is likely to see 25% to 30% annual growth over the next five years, USA Today reports, citing food industry consulting firm Pentallect. Now, Chick-fil-A is getting in on the action. In a 12-week trial beginning Aug. 27, the fast-food company says it will offer meal kits at 150 restaurants across Atlanta. Per the Atlanta Journal-Constitution, the two-person meals up for grabs for $15.89 will take about half an hour to cook and come in five varieties, including some new to Chick-fil-A: Chicken Parmesan, Chicken Enchiladas, Dijon Chicken, Pan Roasted Chicken, and Chicken Flatbread. Side dishes include kale salad and macaroni and cheese, per CNN.
Available at the counter or drive-thru, the kits are designed "so our guests don't have to order ahead, subscribe to a service, or make an extra stop at the grocery store," trial leader Michael Patrick says, per Delish. "This is one of the most innovative product launches in our company's history," he adds, per the Journal-Constitution, noting the kits with raw, marinated chicken come in 100% recyclable, compostable boxes and can be refrigerated for seven days. If all goes well, the kits could be made a nationwide menu item, but one food consultant has his doubts. Noting his surprise that a company known for fast and simple food would offer more complicated meals to its customers, Aaron Allen tells CNN that the trendy trial has the feel of a publicity stunt "a little bit like IHOB." (Read more Chick-Fil-A stories.)