A deliciously different
Foodservice leader Chick-fil-A (CFA) approached Miller Zell and partners ai3 and Selser Schaeffer to collaborate on evolving the look of its Truett’s Chick-fil-A eateries. The assignment had one design imperative: maintain the concept’s authentic connection to the iconic founder of Chick-fil-A, S. Truett Cathy.
““ … one design imperative: maintain the concept’s authentic connection to the iconic founder of Chick-fil-A, S. Truett Cathy.””
Together the partners created an aesthetic both familiar and forward-thinking—in keeping with the legacy of S. Truett Cathy—by melding family and brand lore with modern, technological and design elements. Miller Zell’s process began with store tours, brand immersion and research. After designing, manufacturing and installing the new elements, our team continued to work with CFA and its partners to evaluate and measure the redesign’s impact.
The new Truett’s Chick-fil-Al interior mixes masculine notes—woods, brass, brick and plaid—with deeply personal details. Elements such as daffodils, ukeles, hula hoops and Ford cars reoccur throughout the restaurant in homage the concept’s namesake. An interactive 20x70 foot mural highlights Chick-fil-A’s early days as a start-up concept in Georgia, while digital photo-frames stream user-generated content. The end result is a contemporary dining experience rooted in tradition.
All images courtesy of Mileshko Creative Imaging