Thoughtful details bring Chick-fil-A story to life
TRUETT’S CHICK-FIL-A | Newnan, Ga., US
size 6,400 sf
completion August 2017
photos Mileshko Creative Images
Contributing Shop! member
Miller Zell Inc. design, in-store graphics, in-store signage
Located on the site of a now-leveled Chick-fil-A Dwarf House, the chain’s original concept, the landmark’s complete transformation into Truett’s Chick-fil-A both expands and modernizes the venue and functions as an immersive experience that communicates the brand’s story in a deeply organic way. Serving as a cornerstone within the community, each intentionally selected detail within the space communicates Chick-fil-A founder Truett Cathy’s pioneering, fun-loving, inventive spirit and passion for people.
The brand’s story begins to play out right at the door, with a tile mosaic “welcome mat” bearing the chain’s service statement, “Our Pleasure,” and the opening year of the original diner. Flanking the glass entry doors is a miniaturized arched red doorway, providing guests young and old alike with a whimsical entry to the restaurant. Generations of guests have fond memories of using a lookalike little red door at the Dwarf House.
Guests enter through a “lobby den,” where they can clearly see the restaurant’s two distinct dining-experience options: a full-service dining room or a self-service area with an ordering counter and an open dining room inspired by a back porch. The restaurant also has a drive-thru, and the self-service side has take-out and mobile pick-up options.
Furniture throughout the dining rooms is inspired by Cathy’s love of automobiles and anything transportation-related. Stitching and fabrics are reflective of car seats. Red-wagon elements, a nod to Cathy’s early entrepreneur days when he sold Coca-Cola from a wagon door to door, are brought to life as a wagon train car, a nook with “I spy” style custom wallpaper covered in a wagon graphic, and a life-size silhouette of Cathy and his wagon.
Thoughtful peeks into Cathy’s feel-good vision and penchant for storytelling are tastefully incorporated throughout the space. Photographs, many of which capture the founder having fun, match up with custom printed tabletops that prompt either inspirational or humorous stories that team members can tell and are part of how they greet and engage guest at the tables. Timeless quotes of encouragement are placed throughout the restaurant, and hand-painted logos depict the Chick-fil-A logo through the years. The words “Try something deliciously different,” the tagline used when Cathy debuted the Original Chick-fil-A Sandwich, decorates a wall in the self-service dining room.
Interactive elements encourage further guest engagement and a fun-filled experience. Social media opportunities are scattered throughout the restaurant, including a bronze statue of Truett Cathy as a photo. Photos are collected via a hashtag are proudly displayed in digital frames along with those of Truett in the entry den. A train can be started by pushing a large red button is synchronized with a map mural. As it passes by key historical locations and events, they are highlighted by red lights and a train whistle. Hula hoops are also on hand to invite guests to “try something new” and “have fun.”