Chick-fil-A is launching its most extensive promotional campaign to date, celebrating its 80th anniversary with a yearlong blitz of retro packaging, collectible merchandise, and special menu items. The "newstalgia"-themed push arrives as the broader restaurant industry contends with declining customer traffic and heightened competition for value-conscious diners.

The privately held chain, which does not report quarterly earnings, saw its system sales growth slow to 5.4% in 2024—marking its first year in over a decade without double-digit expansion. Despite the deceleration, Chick-fil-A's sales continue to grow in an environment where many peers are reporting falling traffic and same-store sales, underscoring its relative resilience.

A "Newstalgia" Strategy to Drive Engagement
At the heart of the campaign is what the company calls "newstalgia," a blend of heritage and novelty designed to appeal to both long-time patrons and new customers. The promotion includes limited-edition retro cup designs, vintage-inspired sandwich packaging, themed merchandise, and the chance for 3,000 customers to win free food for a year via a "Golden Fan Cup" contest.

"We've thought about this as a way to celebrate our heritage with customers who've been with us, potentially for decades, for all 80 years, or whether they've been with us for eight days," said Khalilah Cooper, Chick-fil-A's vice president of brand strategy. The chain is also permanently adding frosted sodas and floats to its menu and plans more limited-time offerings throughout the year.

Navigating a Challenging Restaurant Landscape
The celebratory push serves as a strategic alternative to the deep discounting and value wars embraced by many competitors. While chains like Chipotle, Wendy's, and Starbucks have reported declining traffic and numerous closures, Chick-fil-A is leveraging its brand strength and customer loyalty to drive visits without competing solely on price.

Founded in 1946 and still family-owned, Chick-fil-A has grown to become the third-largest restaurant chain in the U.S. by system sales, behind only McDonald's and Starbucks. Its anniversary campaign represents a high-profile bet that nostalgia, coupled with experiential marketing, can effectively stimulate demand and reinforce customer connections during an industry-wide downturn.