Chick-fil-A is tapping the popular social media platform Instagram to share a "behind the menu" experience that promotes balanced-meal choices by educating customers about the chain's food transparency, according to a company press release.
"We're constantly looking for new and innovative ways to leverage our social channels for our fans," said Emily Randall, Social and Digital Marketing at Chick-fil-A. "Through this new level of menu transparency, every guest can find their own balance, as that means something different to everyone."
Customers can explore "behind the menu" by tapping on Instagram images and clicking on hidden tags that direct them to food facts, nutritional information, healthy pairing meal suggestions and more. For example, Instagram users can learn that the new Superfood Side with the chain's Grilled Nuggets and a diet beverage is a full meal of 280 calories.
Chick-fil-A is just one restaurant operator in a growing list of brands answering the call for transparency from their consumers. Whether that transparency is for the food's calorie count, the farm in which it was grown or the allergen information, food marketers are stepping up and going "behind the menu" to answer the call - most often doing it via social media.
“We have such a desire to be able to be more transparent around our menu items,” Randall says. “This conversation is already happening on social, so we hear loud and clear from our fans that this transparency is extremely important to them.”