Chick-fil-A tests popular menu idea McDonald’s dropped

Economic uncertainty and rising food costs have made consumers more mindful of their spending, prompting many to cook at home rather than dining out.

This shift has led to a 1% decline in overall traffic in the food service industry for the quarter ending June 2025, according to Circana. The slowdown has left fast-food chains searching for new ways to keep customers engaged and loyal to their brands. 

While Chick-fil-A has long been known for its signature Southern hospitality and iconic staples like chicken sandwiches and waffle fries, the company hasn't shied away from experimenting with new menu items to stay aligned with evolving consumer trends.

This strategy appears to be paying off. Chick-fil-A was again named the top quick-service restaurant for the 11th consecutive year, earning a steady score of 83 in the American Customer Satisfaction Index's 2025 Restaurant and Food Delivery Study.

Now the beloved chicken chain is once again expanding its offerings with two new menu items and several seasonal releases.

Chick-fil-A unveils two new Chicken & Waffles sandwiches

For a limited time, Chick-fil-A is testing two new menu items: a Chicken & Waffles Breakfast Sandwich and a Chicken & Waffles Sandwich, both available in Original and Spicy versions, as confirmed by a post from Chick-fil-A Westminster on Facebook.

Each sandwiches feature a spicy or original crispy chicken filet, applewood-smoked bacon, and honey butter spread, sandwiched between two maple waffles and served with a side of syrup. The breakfast version is smaller, while the lunch/dinner sandwich is full-sized.

McDonald's had a similar idea with the limited-time Chicken McGriddle sandwich it offered in select locations, in some cases making it a permanent menu item. It featured a crispy chicken patty between maple-flavored McGriddles.

McDonald's also offered a more traditional chicken and waffles sandwich as a limited-edition item in restaurants outside the U.S., including in The Netherlands in late 2024, DutchReview reported.

More Chick-fil-A strategy:

• Chick-fil-A launches a new drinks-based restaurant brand
• Chick-fil-A to open its first global restaurants in 2025
• Chick-fil-A unveils first-ever innovation to accelerate global growth

Chick-fil-A's Chicken & Waffles test will run from December 1 through January 24. Select Baltimore, Maryland, locations will offer both versions, while San Antonio, Texas, locations will only serve the breakfast sandwich.

Additionally, Chick-fil-A is piloting limited-edition Kids' Meal boxes in select markets, as confirmed by an Instagram post from a Chick-fil-A location in Albemarle.

The new boxes include a handle, similar to a McDonald's Happy Meal, and feature characters from the brand's original animated shows, podcasts, games, and e-books, which can be accessed through its Chick-fil-A Play app.

Chick-fil-A's 2025 holiday menu

The new Chicken & Waffles Breakfast Sandwich and Chicken & Waffles Sandwich pilot follow the return of Chick-fil-A's holiday menu, now available at all restaurants nationwide.

Chick-fil-A holiday offerings

• Peppermint Chip Milkshake: Chick-fil-A Icedream blended with peppermint-bark chips and topped with whipped cream and a cherry
• Peppermint Chip Frosted Coffee: Cold-brewed coffee and peppermint syrup hand-spun with Icedream and peppermint-bark chips
• Peppermint Iced Coffee: Cold-brew coffee and milk, sweetened with pure cane and peppermint syrup
• Chicken Tortilla Soup: Creamy white soup base with shredded chicken breast, navy and black beans, vegetables, and tortilla strips
• 30-count Nugget Tray: A party tray with 30 Chick-fil-A nuggets

Chick-fil-A expands its retail presence

Chick-fil-A continues to expand its brand beyond its menu offerings. The chicken chain entered the retail market with the launch of its first line of merchandise in 2022, aiming to boost brand visibility and generate additional revenue, marking a significant step up from its plush cow introduced in 1995.

For the 2025 holiday season, new festive merchandise is now available through Chick-fil-A's official online shop and at participating restaurants, while supplies last. 

Chick-fil-A holiday merchandise 2025

• Crewneck Sweaters: Available in adult and kid sizes
• Wearable Blanket: Available in adult and kid sizes
• Hoodie: Chick-fil-A Chicken Sandwich print available in adult size
• Tumbler: The Original 24-oz. Chick-fil-A Tumbler
• Tableware: Serving tray and bowl set and 3-pack ramekins
• Accessories: Beanies, socks, and novelty glasses
• Jewelry: Chick-fil-A-themed necklaces, earrings, charms, and bracelets
• Gift Materials: Wrapping paper, gift tags, and notecards featuring Chick-fil-A designs
• Puzzle: Chick-fil-A Chicken Sandwich shaped puzzle
• Pickleball Set: Pickle Pickle x Chick-fil-A
• Home Décor: Chick-fil-A-themed string lights and ornaments
• Sleeping Bag: Chick-fil-A sandwich bag
• Sauce Sets: Signature and Sweet + Smoky

"This year we're offering even more ways to make the season easier — and more meaningful," said Chick-fil-A VP of Brand Strategy, Advertising and Media Khalilah Cooper. "However Guests choose to celebrate, we hope to help them slow down and savor their time together." 

Rising prices drive fast-food innovation

New menu items are exciting, but they come amid higher costs across the fast-food industry. To offset inflation, many chains have had to raise prices.

Finance Buzz reported that fast-food menu prices increased between 39% and 100% from 2014 to 2024, outpacing the national inflation rate of 33% during the same period. Chick-fil-A's prices have more than doubled since 2014, while McDonald's prices have risen by 100%.

"This poses a significant challenge for restaurants, as home-cooked meals directly substitute demand for dining establishments, translating to reduced revenues and declines in customer traffic," said Coresight Research analyst Sujeet Naik.

Check-fil-A fosters innovation

To stay ahead and stand out among the growing competition, Chick-fil-A opened HATCH Innovation Labs in 2012, a creative work space to explore new ideas driven by customer feedback.

"In response to the decreasing food dollar and the empowered customer, restaurants are turning to innovative business and operating models to grab a greater share of the market," said KPMG Restaurant Segment Leader Paul Fultz and Strategy Leader of Consumer Markets Joel Rampoldt in a study.

"Creating a thriving innovation ecosystem within an organization requires more than just great ideas," said Itonics Marketing Team Lead Sophia Hoferer.

"It demands a strategic approach that connects people, processes, and technologies across departments to turn those ideas into impactful outcomes."

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