Chick-fil-A’s campaign asking people to ditch their phones gets favorable response

Chick-fil-A is doing the unthinkable and telling people to put down their phones.

The crispy chicken chain is installing “Cell Phone Coop” plastic boxes on tables in 150 of its stores, encouraging people to put down their phones and actually talk to each other. In exchange, Chick-fil-A is offering free ice cream to those that can go tech-free for the duration.

The promotion launched last month and the company said it’s being expanded to hundreds of more stores based on the positive reception.

Brad Williams, the Chick-fil-A store operator that came up with the idea, told ABC News that the no-cellphone zones are encouraging more “conversation and chatter” within his stores across the south. “It’s hard to sit with your family and not do the challenge now,” he said.

Online, the promotion has also been received favorably with people tweeting pictures of the boxes. It’s also a much-needed social media success story for the company, which has been battered over the past few years for its conservative leanings.

Chick-fil-A isn’t the first brand to think of asking people to ditch their phones. Verizon suggested the idea to its customers last Thanksgiving. Applebee’s mulled a similar idea two years ago but scrapped it.

More in Marketing

Ad tech’s take: early reactions to Google’s third-party cookie demise

Two months into Google’s grand cookie cleanse in Chrome, ad tech vendors are dishing out their hot takes.

Influencer arena

How Blast is finding esports success through the ‘co-production’ model

Co-production is a key aspect of Blast’s esports strategy because it means both partners are invested in keeping “Rainbow Six” esports healthy in the long run, even if their key performance indicators for the collaboration might be different.

Inside Quaker’s ‘iterative’ approach to make its advertising work globally and locally

To accommodate the global needs of the campaign, Quaker created numerous iterations for Canada and Latin America to reflect the way that consumers in those various local markets use the product.